Personal Touch

As proponents of technology, salespeople will always gravitate to the tools that enable us to communicate more effectively.  This is true of virtually every modern communication system such as telephones, facsimile, email, web, or text messaging.  In many respects, sales have driven adoption of these tools across a broader spectrum of business.  In the document output industry however, where the core product is the printed word, we often neglect a basic form of communication – the personal touch of a handwritten note.

To be clear, there is no way or reason to replace new methods of communication.  They are often much more functional and effective than handwritten letters would ever be, and their use is essential to many business operations.  Instead, the reason to consider a handwritten note to a prospect or customers is that it entails a sincere interest in the recipient.  This interest can’t be denied because, regardless of the content, you actually spent the time to write it, stuff it in an envelope, and then mail it.  Most people will appreciate this and remember that you took the time to write it.

The obvious times to send a card are when a customer has made a purchase, or someone referred you to another company.  A thank you card is a great way to show your appreciation.  Less obvious are the times such as after an impromptu meeting with a key decision maker while cold calling.  For example, you are cold calling an office building and you happen to meet a business owner who takes a few minutes to talk with you about their business.  What better way to cement the new relationship than with a card expressing your thanks for their time?

Still, there are other ways in which you can utilize a personal card besides saying thanks.  Like duct tape, a handwritten note has many uses and applications, particularly for the salesperson seeking to build long term relationships with their customers.  One use is to write a card after a service call (or series of service calls) to ask the customer if they are satisfied with the result, and to let them know you are concerned about their business.  A letter beginning with, “I was reviewing your account and saw that you had a service call yesterday…” would have a profound effect on any customer.

A handwritten note is an excellent prospecting tool as well, especially for warming a new potential customer.  It sounds a bit cliché, but the number of salespeople writing cards to prospects is so few today that it will definitely garner the attention of your prospects.  The key in this type of note is to make it relevant to their company.  Send a card that references an article that you read about their company, and how it could relate to your business.  You could also consider a card of congratulations.  For example, many business newspapers display employee promotions for local companies, or if a company has recently been awarded a big contract.  Heartfelt congratulations for their success will always be reciprocated.

One underutilized way to use cards is to ask for your prospects help after you lose a sale.  A card like this asks the customer to give advice on what you could have done differently to win their business.  A card that reads something like, “So that I can improve my sales skills, is there anything I could have done differently to win your business?”  The effects of this type of card are so strong that they can change the course of the lost sale, and cause the customer to re-evaluate their decision.  If this happens once in your career, it will be worth every card you had sent.

In summary, technology is always improving the speed and manner in which we communicate.  Professional salespeople must adapt to these new technologies in order to remain competitive and in sync with their customers.  However, don’t neglect the obvious – people buy from people, and that writing a basic, handwritten note of appreciation will put you above all other competitors and be a foundation upon which you can build a relationship with your clients.

Need more help writing a personal note?  Read Business Notes by Florence Isaacs.

Jeff Pitney is a long time veteran of the document imaging industry and has worked in both sales and sales management capacities for manufacturers and independent dealers alike. Jeff also runs Pitney Application Design, building websites and custom integrations for web-based solutions.