Columbia Daily Tribune:
When Cap Poore was a salesman, he started sending cards to prospects and clients.
‘There were a hundred of us selling the same stuff. I had to figure out how to stand out in the crowd,’ said Poore, who lives in Laguna Hills, Calif.
Poore found that customers needed continual reminders of his existence.
Just as important, he discovered that sending cards for birthdays, anniversaries, Christmas or even Columbus Day made the recipients feel special. And positive relationship-building always benefited his business.
Former independent book publisher Diane Fallon of Irvine, Calif., said: ‘I love sending cards. It’s fun. But I’m amazed how many businesses don’t stay in touch with their customers.’
A recent survey by Hallmark Business Expressions, the business-to-business subsidiary of greeting card giant Hallmark, found that 69% of respondents had received a birthday card from a company, and of those people, 47% said the card made them more likely to do business with that company.
‘Customers notice and appreciate when a company sends them good wishes around their birthday… Cards make a lasting impression and encourage repeat business,’ Hallmark spokesman Marc Wagenheimsaid.
The impact isn’t limited to birthday cards, said Jane Saeman, owner of Aim High Tutors in Dana Point, Calif.
‘I periodically send out unexpected thank-you’s for their business,’ she said. ‘I think receiving a card without reason is more heartfelt and better received than the expected birthday card from a business.’
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