One of the most effective forms of marketing and staying in contact with clients is a simple thank you note. Not only in business situations but also in personal situations, a thank you note conveys a message that you care about the person and you demonstrate that by taking the time to send a personal heartfelt message. I am going touch on how to use a thank you note effectively and elements associated with a successful note.
One of the best ways to strengthen your relationship with your prospects, clients, and potential referral sources, is to consistently position yourself as the leader and the only logical choice for your products or services. This is one of the most often ignored, neglected and under utilized methods of self-promotion. But smart marketers know that following up with their contacts consistently and persistently pays off big in many ways.
Although this is the right thing to do, the elements and process could be improved upon. The typical salesperson will usually send a generic note in a generic store bought style greeting card, and without fail, will throw in their business card in the greeting card. The message will be a polite reminder to remember their product or service next time they or some one they know is in need. Although this is not a negative thing, it is not exactly original. Every single salesperson has learned this follow up technique, except only a few still continue to do so. But if you want to position yourself differently you'll have to do things differently.
The new way of marketing focuses more on the recipient than yourself. You'll want to send a personalized or personally designed postcard or greeting card. I prefer greeting cards since they invoke a fun curiosity about what's inside. I strongly suggest that you include a small picture of yourself, since most people are visual and your picture will help them remember you. Be sure to include your contact information and your tag line or benefit statement (a brief and concise statement describing the benefits a person would receive by doing business with you). If you are a real estate agent, a good benefit statement might be, "We sell your home faster."
Remember, this is not a solicitation. You are sending a thank you so do not include your business card or any solicitation for business. You want to be focused on your prospect or client. You don't want to appear interested in yourself. Direct your greeting towards the recipient. If the person is another professional who you know and they may be a great referral source for you, then try something like, "Dear Jonathan, Thank you. It was a delight meeting you the other night at the Chamber of Commerce fundraiser. If I can ever refer business your way, I will be glad to." Then just sign your name. If the person is a prospect or client, this may be more appropriate, "Dear Mr. Smith, Thank you for your recent request for information about life insurance. I am always available to answer any questions, please feel free to call on me anytime. I am here to serve you." Then sign your name.
As you can see, the focus is on "them". Be a servant leader and and concentrate on helping others.
Now, the final touches to the thank you note. Consider using blue ink to write your message and sign your name, as blue ink has been proven to be more effective business-wise and personally. Otherwise, black is a great alternative. Place your personalized and custom card in an envelope and write your recipient's name and address in blue ink and hand stamp the envelope. Avoid using metered mail at any cost, this will insure that your letter will come across as coming from a friend.
Timing is everything. You will want to send out your thank you note immediately. You want the last contact you had with the recipient to be fresh in their mind. If you send your thank you note immediately, the recipient will be sure to receive it within just a couple of days. Combined with the speed, the notecard itself, your picture for easy recognition, your info, and your humble heartfelt wording, you will leave a lasting impression upon them that they soon won't forget.
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From Paul Camarinha - The Follow Up Best Practices Guy.
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