July 1, 2010

We hear it and say it all the time. Relationships are key, but you're so busy ... too busy to let your key customers know you are plugged in, watching over their business, and generally care.

When I first got to town years ago and made it a mission to meet 100 clients in 100 days, clients were surprised to see the GM. That struck me as very strange. There's probably eight or so of us in my market -- and our clients are surprised to see the GM? What an advantage for the new guy. And then, when I sent a follow-up note after going to see them, I actually got thank-you notes for the thank-you notes.

Here are five easy ways to let your clients know you care:

1. Go see them. Put it in your calendar. Do three a week. You can do that.
2. Give them a call and let them know you appreciate their business and say, "I've got a little extra inventory this week; I'm going to bonus 10 spots on your schedule. Even if they're broad rotators, it's a big deal.
3. E-mail them a link or a story relevant to their business. "Good morning, I saw this today and thought of you...."
4. Write a handwritten note. A lost art and it really means a lot. I write four or five a day.
5. Send them tickets, a gift card, or something from the promo closet and tell them "enjoy these yourself, or use them as an internal incentive, or give them to one of your customers."

It's so funny that so many GMs think they're too important to have a relationship with their key clients. To me, it's more important than 90% of the crap I have to do on any given day. Make it point this week to get back in touch with your clients. Please.