Hello! My name is Bob Hanley. Since 1985, I developed an interest in CRM. The acronym CRM is thrown around quite a bit without regard for what it really means. CRM means Customer Relationship Manager and to many people it simply means customer database. While it is that, it is so much more when properly used. That doesn’t mean sending out mass e-mail or sending out mass mail merge letters. You can do that but in my opinion all you are doing is loading up your customer with useless information. I understand, that to you, it is letting your customers know about the services and products that you offer, and I think that type of thinking can work against you and drive away customers.
People want to know that they are appreciated. And that you appreciate their business. Just because they bought a product or service from you doesn’t mean you signed up for all their marketing materials. This is where the word relationship comes into play. I believe the proper tactic is to build relationships with your clients. And relationships are not built quickly. You have to establish a level of trust that can only come over a period of time where you have demonstrated your sincere appreciation for their business.
I believe this is the perfect place to introduce greeting cards. As long as they are sincere and heartfelt and you are consistent in your message. The first time I get a greeting card from somebody I had purchased a product or service from that is nothing more than a marketing piece, will be the last time I even open their mail.
A sincere short message of thanks or appreciation will go a long way towards building that relationship and will yield future business and referrals. I believe Birthday and Anniversary cards are OK, as long as you are faithful
To see what I use, go to www.sendoutcards.com/3716 and send a couple of FREE heartfelt cards to someone you know.
