Remember Small Touches

When was the last time you received a handwritten note? I bet you remember it. I do. After a brief conversation with the chief executive officer of a well-known franchiser, I was surprised to receive an envelope in the mail with a short handwritten thank-you note along with several coupons for his product. The coupons were for small amounts, but the gesture left a big impression on me.

My insurance and financial planning adviser gets plenty of business from me because of numerous, small touches during the year. Several times a year I can expect to receive a handwritten note, a short voice message, or a copy of an article that I might find valuable given what he knows about my interests. None of these touches are accompanied by a hard sell, but I wouldn’t consider bringing my business to anyone else.

Business is far too competitive to risk making a bad impression. But it’s not that hard to make a positive one. Just think about the way you like to be treated as a client.

Carmine Gallo President & Founder Gallo Communications Pleasanton, Calif.