Mark Puppe

Mark Puppe

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Monday
Aug012011

THE SALE DOESN'T SEAL THE DEAL

No matter where or how hard we work, our income comes from other people. They can be clients, donors, members, taxpayers, and even someone who saved us money by doing us a favor. Those relationships drive our income. Sustaining active communication with these relationships ensures we profit. Tailoring our communications to the audience and personifying ourselves will help ensure that payment keeps coming in.

My dentist recently sent me a handwritten note with congratulations for paying attention to my teeth and a gift card for a premium car wash. I don’t know how much the car wash cost, but I bet it’s negligible relative to payments he received from me. Nonetheless, his commitment to communicating with me beyond the sale will keep me coming back.

Here are two simple steps that will keep your customers coming back to you:

Personalize the message. A brief, handwritten letter that not only thanks people or their business, but also shows admiration, makes a far better impression than silence or form letters. People want to be acknowledged. If you see a customer on the news or hear them on the radio, let them know. If you learn something unique about your customer during the sales process, incorporate it into future communications.

Follow up. Sure, it’s important to do this during the sales process, but critical to continue it after the sale has been made. You had to overcome their skepticism before making the initial sale. A simple email or telephone call inquiring about the effectiveness of what you sold them can perpetuate the trust required to secure future sales.

These are two among many other powerful and cost-effective communication strategies you can use to attract and win your audience. Do some research, and keep them coming back.

*Published by North Dakota Young Professionals, July 29, 2011.

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