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Your Birthday Obligation

BY JUNE VAN KLAVEREN

At any occasion such as Valentine's Day, birthdays & anniversaries, we tend to feel obligated to buy a gift or send a card . . . many times out of sheer obligation, nothing more. I'll bet you men out there would be in deep doo-doo if you forgot birthdays and anniversaries of your families!

Do we treat our customers with the Birthday Obligation? In other words, do we wait to thank them until an "occasion" arises?

A quick "thank you" during "off holiday" times of the year means a lot. Don’t just send a thank you note after a sale or at holiday time because you feel obligated and because you feel it's expected.

If you really are looking for loyal customers, then veer away from the "Birthday Obligation” mindset. Everyone loves a surprise, even your customers and employees. Appreciate your customers every day. Here are some ideas:

Keep in touch. Let your customers know what you're up to, what's new at your company, what new services you provide.

• Send thank you notes for nothing in particular -- except for being your customer.
• Mail a photo or article of interest.
• Pick up the phone and call customers you haven't heard from in a while.
• Send a small gift in the middle of the summer.
• What do you do to show appreciation for your customers?

June Van Klaveren, owner of Compelling Communications, helps her clients attract and keep customers. To contact her, call 800-779-0067 or email june@compelcom.com..

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