We're not going to wait for Amber Naslund at The Brand Box to finish her top ten list of avoiding marketing miscues. Her current list of five really stood out for us with one entry alone:
The market always, I repeat always, comes back around. And when it does, the time you've taken to have great dialogue with your customers will pay off when you're first on their mind.
Find the 25 customers that have been with you the longest and take them to lunch. Pick 50 of your best clients and write them a handwritten thank you note for their business.
We'll qualify Naslund's comment and say the market has always come back around in prior years; the light at the end of this tunnel looks like an onrushing express locomotive. But an investment in a sandwich and coffee, with no strings attached for the client, has to be a worthwhile little marketing move. The thank you notes even more so.
Not all clients will react to a lunch invitation the same. It may be prudent with some clients to offer to pick up lunch for them and drop it off, taking a couple of minutes to thank them graciously for past business before moving on to another customer.
We believe the best-tasting meal is the free one. If the client feels the same way, that lunch could be the key to turning your appreciation for prior business into a conduit for future revenue.
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Comments
Good Times, Bad Times
David,
anybody can handle sales and marketing in the good times. A recession has a cleansing affect on the market place. To sell in the bad times - to gain, retain and grow - takes a special skill set and a special mind set. There's business out there. You've just got to be better than your competitors.
Thank you!
Hi David,
I just came across your article and wanted to say a belated thank you for the mention.
I've always been amazed at the power of just a few small gestures that let your customers know how important they are to you, no matter whether the market is good or bad. Gratitude is sometimes a lost art.
thanks for your take!
Best, Amber
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