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Greeting cards go a long way

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In a world full of e-mail, instant messaging, text messages and phone calls, the speed of technology makes communication easy and fast. But it can also make communication impersonal. How can brokers make sure they keep that personal touch with clients so they can build a lasting
relationship? One way is through the use of personalized greeting cards.

“When it comes to business communication, a personalized greeting card goes a long way,” said Marc Wagenheim, product marketing director with Hallmark Business Expressions. Wagenheim has seven tips for how and when to send greeting cards:

  1. Say thank you often. Great customers deserve to be thanked on a regular basis. It makes them feel good and keeps your name top of mind.
  2. Follow up with prospects. Whether a new client brings business your way often depends on the impression you leave. A card saying thank you for the meeting or “I hope we can get together soon to continue the discussion” makes it easy for the prospect to call you back.
  3. Make special occasions special. Remember certain client anniversaries and milestones, and then send a card to commemorate the day.
  4. Keep in touch regularly. Even if there is nothing urgent to discuss, keep in touch with clients.
  5. Offer an incentive. Cards carrying special offers are big hits.
  6. Keep it professional. Wagenheim says the three-day rule applies in business. Send the card within three days of a meeting or event. Use first names only if you are sure the recipient will be comfortable with it. Always spell the person’s name correctly.
  7. Add a personal touch. It can be a preprinted signature on the card or a short personal note. The extra time will garner extra appreciation.

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