Just Say NO to Thank You Notes

Today I want to talk to you about Thank You cards. When you send a TY card to a client, do you think he cares? You might say “I belong to that network marketing program that sends them out automatically” or “I always send them out right after I get back” and “that shows him that I’m thinking about him.” But to imagine that he thought of you as just another salesperson until he got the TY card is foolish.

Now, I work with sales teams all the time, and they are always trying to separate themselves from the competition, right? Well there is a problem with the idea that a TY card will differentiate you.

You see, you send a Thank You card, and then your competitor sends a card. You are not seen as being any different by the client.

Let’s look at three key problems with sending a Thank You card.

1.  The TY card is no better than a reminder. When your client, Mr. Smith, reads the card he is simply being reminded that you were there – just like your competitors.

2.  The TY card doesn’t provide any value to your client. Mr. Smith sits down in the morning and opens your card and everybody else’s cards, and he is no better off for it.

3.  The TY card has no effect on the sales process. It doesn’t move the process along AT ALL. He sits there thinking “this does nothing for me and I’ve wasted my time (and a tree was killed to make the card)”.

So what is the solution?

1.  Rather than a TY card, give Mr. Smith a tool. Send a report that goes in-depth about his problem that you’re trying to solve or a trial version of your product. Send something that he can use now – something that applies to his problem. A TY card is not going to help him out. Don’t send a shirt or a box of chocolates – those don’t solve his problem either.

2.  Once you give him the tool, tell Mr. Smith how to use it. Don’t just drop it off and make him figure it out. Help him to learn how to use it to his advantage. This will help separate you from competitors who just do “dog and pony shows” and then send generic TY cards.

3.  Follow up with your client to see how the tool worked for him. Now you have a reason to follow up with him and you’ve helped move the sales process along. He has been engaged by you.

The first order should soon follow!

For more advice on sales techniques, click here.