Several years ago, I got an excellent idea from a newsletter
sent out to members Glazer-Kennedy Insider’s Circle (GKIC).
The idea was simple but brilliant at the same time, and
revolved around businesses sending holiday cards to clients
In the newsletter packet, was a “swipe and deploy” package,
that you were literally encouraged to copy. They even
provided resources to carry out this tactic.
It’s no secret that the reason many customers stop
patronizing a business is because they feel unappreciated
and taken for granted. So, one of the keys to customer
retention is to let your customers know that they are
I consider myself a “relationship marketing expert,”
and I teach online and offline business owners the
importance of building deep, lasting, REAL relationship
with their clients and customers.
“People buy from people that they know, like and trust.”
I teach business owners that one way to build that KLT
factor is by reaching out and “touching” customers
For doing that, I recommend just sending a simple
greeting card to clients and customers at appropriate
times such as birthdays, anniversaries (perhaps the
anniversary of when the business relationship started),
holidays, a new job or promotion, the birth of a child,
winning a sports championship, etc.
When you do that, especially when you are not directly
soliciting business, people feel a deeper connection
with you, and when they need whatever you sell, it’s
only natural for them to buy from you!
When someone that they know needs what you sell, it’s
only natural for your clients or customers to recommend
This was the secret behind Joe Girard who sold 13,001
cars at a Chevrolet dealership between 1963 and 1978,
and was in the Guinness Book of World Records as the
seller of the most cars in a year. In 1973, he sold
1,425 cars, and his secret was simply keeping in touch
Joe regularly sent out greeting cards to his list of
customers, and when they or someone that they knew
needed a car, he was top of mind. People would visit
the Chevy dealership, and although other sales people
offered to help prospects, most seemed to ask for Joe!
Getting back to that issue of the GKIC newsletter, I
believe that it was Bill’s idea… and the idea was to
send Thanksgiving Cards instead of just focusing on
Part of the thinking is that EVERYBODY send Christmas
Cards, and so, your card is often lost in the clutter.
By send out a Thanksgiving Card, you card is more
likely to grab attention, AND to make a bigger
impression… especially if it’s a nice, quality card.
I teach my clients to send out personalized cards that
even have the recipient’s photo on or in them. After
all, most people aren’t going to throw away a card
with their photo on or in it.
I still recommend sending Christmas (or whatever
holiday you celebrate) Cards, but you “zig when they
zag” by being different.
I actually recommend that business owners “touch”
clients and prospect 5-10 times per year. That’s how
you maintain that top of mind and effortlessly build
that know-like-trust factor.
The system that I use for doing this (one I’ve been
using to grow relationships since 2004) can be seen at:
http://TheCardThingy.com and if you’ll reach out to
me I’d be happy to show it to you. I’ll even step you
through sending a free card, so that you see how easy
and intuitive it is.
NOTE: I pay for the free card, because when you
become a customer, I earn a commission. Something
else that you can ask me about when we connect.
Anyway, you do need to make your customers feel
appreciated, and this is a super-easy way to do it!