It’s Card Time

Credit: Bill Gillespie

The holidays are right on top of us. I like that. I always found November and December to be great months for selling.

Somehow relationships are elevated. People matter more than transactions. It's subconscious but inevitable. Excitement is good for sales.

I happen to be a card guy. It won't surprise most of you that I believe in sending personal notes to clients. It's the perfect way to express gratitude or a personal interest. Your thoughts written by your hand on a card you picked out have power.

I'm not talking about your company holiday card. Those things are great. If they get out before the new year you have a chance to show off your cool printing and that you can manage schedules. Company cards are cool but they don’t sell stuff. Salespeople sell stuff.

I'm talking about a card that you took the time to shop for. Browsing and deciding, "this card is perfect for so and so" brings your relationship into focus. It also gives you a chance to say something unique to each contact.

Years ago I did business with a large soft drink company. I invested time picking out specific cards for each of my contacts. I wrote personal notes (often funny) in each one. No two people received the same card.

Making calls after the cards landed was fun. Everyone would laugh. "I got your card. Where do you find those things? I'm keeping mine." Our unique relationship was validated and improved.

One of my pals confided, "I walked into Sally's office and asked, did you get Gillespie's card? Show me what he sent you." My contacts recognized my handiwork in offices all over the building. It was a competition of sorts. It was the same with my other clients.

This is an easy one too. Cards are in every store. They're sold blank. They're sold funny. They're sold outrageous. They're sold hopeful. There is a card for every personality and relationship.

I've shared this before. A former rep of mine sent anniversary cards to contacts that refused to see her. "This our anniversary of me trying to get an appointment." She sold 7 figures annually.

Don't overlook this easy and obvious tool. Don't limit it to the holidays either. Start now but don't quit. Leverage the power of print in your selling.

Once again, a card you shop for and write in has more power than your company card. One is your client list handed off to production. The other is you investing time in relationship building.

Gotta go. I have cards to buy and notes to write. I wonder if I'll sell anything.

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