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Lost in the reams of sales training, motivation, and
incentive articles, workshops, and courses is the
simple reality that transacting business is still a very
personal activity. We've all heard the
saying, "People
buy from people they like." What's also true is that
people want to help, want to support, people they
like. And the people they like are usually the ones
who make them feel good, who make them feel
special, who make them feel valued. When I
received a "thank you for taking the time to speak with me" notecard from Tim - someone I'd met at a networking event but with whom I'd never followed up - my initial reaction
was "why'd he send this to me?", since we'd spoken
so
briefly. But since he had taken the time to send a
card to me, I couldn't very well pitch it, or
even file it. So I left it sitting on my desk.
One day I was having a phone conversation when
the other party mentioned something germane to
Tim's business. I peered over at the card lying on
my desk, and told the caller I had someone she
should
speak to. I gave her his contact information, and
suggested he call Tim, mentioning me. I got a call
from Tim later that afternoon, thanking me for
thinking of him, and for making the connection. I
reminded him of the card he'd sent, and
complimented him on his use of this simple,
but remarkably powerful relationship-building and
marketing tool.
Thank you cards can be used in a variety of
situations to establish and strengthen relationships,
improve the odds of receiving leads, and of receiving
referrals. They're effective because they are
personal, they're unexpected, and they differentiate
you. In addition to the obvious thank you for
purchasing, they can be used in a variety of
situations, such as
- Thank you for taking the time to speak (after
phone
call)
- Thank you for taking the time to meet
- Great to have met you (thanks for spending time
with me - e.g. at a networking event)
- Thank you for great service (to anyone who
provides great service, not necessarily in a business
setting)
- Thank you for your referral, and even...
- Thank you for having considered us (after a lost
sale)
ACTION ITEM
Get in the habit of sending thank yous and you too
will soon find yourself in Tim's shoes - getting
referrals and other connections that will help you find
and close more business.
Good Selling,
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