Personal, thoughtful ways to stay in touch

Rough Notes, Feb 2003 by Cecil, Jim

CLIENT NURTURING

Short, sincere notes work well in today's fast-paced business climate

In this fast-paced, high-tech world, few things are more appreciated or noticed than a handwritten note. I know how busy you are and composing a long letter is a fearsome task, but true nurturers know you don't have to write a lot to say enough.

Brief, relevant, personal notes can let the reader know exactly how we feel and how much the person receiving the note matters. In the past, cultivating strong relationships with customers took nothing more than quality service and few glitches. Not today. In the face of premium shock waves and fleeting markets, it takes personal marketing and intentional touches that count to keep your best customers contented.

Personal marketing is fundamental to the growth of any agency, primarily because it alone can often drive the entire business. Personal, one-to-one marketing gets the word out and reinforces brand identification. One-to-one, knowledge-based touches make up the process of selling concepts. Such contact is uniquely relevant in the insurance business where a broad array of touch strategies is needed to differentiate you and your level of service from new and old competition.

Whom do you serve?

Whether you like it or not, CEOs prefer to work with agents who have depth of expertise in their personal niche. The better you understand the business niches you serve, the more attractive you become to your most desired prospects. Can you identify the three job-related problems that cause business owners in these niches to lose sleep? Awareness of these issues will focus your attention as you scan industry publications for ideas and articles of value to your key contacts.

Don't overlook this powerful and thoughtful way of staying in touch.

It shows you are aware and have their interests at heart. Always hand write a personal cover note for each person and follow up, where appropriate, with a personal phone call.

"Out of sight is out of mind, and out of mind is out of money, Honey!"

-Mae West

Stay in touch. A Hallmark-type card is a simple, affordable and memorable way of acknowledging a special event such as a birthday or the anniversary of your business relationship. Such a remembrance adds a very personal touch to your service and underscores your availability for personal attention should a need arise.

An agency newsletter is another important customer communication tool. Reexamine your newsletter. This is no time to get lazy or generic. Sure it is cheap and easy to use a doctoredup, generic newsletter, but is that the image you really want to convey?

Make it personal. An agent celebrated a new customer who came in out of the blue. It was a very big deal and curious to know why he was selected he asked, "What made you pick me?"

The new customer told him: "When I called and asked for information, everyone sent me their brochures but you sent a brochure and a personal note. That made a difference."

In following up on a sales call or a simple request for information, a personal note is great way to say volumes about you and your own brand of personal attention and service.

It really helps to have a specific reason to write to the people who are so vital to your present and future success. You can stay top-of-mind and in full view by simply creating an appropriate reason to touch them, such as, "Thank You," "You're Invited," "Happy New Year."

"If your heart is in your dream, no request is too extreme."

-Jiminy Cricket

Ever felt at a loss for the exact words to acknowledge a significant occasion? Notes are a quick yet relevant way to show interest, appreciation or concern. A treasured mentor of mine always opens his notes, e-mails or even letters with the best starter I have ever seen: "Just a note to say." This is a soft but powerful starting point. Your personal knowledge, imagination and affection will drive your words and you'll find masterpieces in short, sincere notes.

When the urge hits you to reach out and touch someone important, begin your note with "Just a note to say ..." Personal notes enable you to create a customer contact that makes a difference.