Messaging your relationships during the holidays

Much of your business success comes from and depends on building relationships. Your business is dependent on the people you connect with because people make many buying decisions based on relationships. Credibility and trust are central to establishing business relations with customers and your network. If you are not showing enough interest in your relationships, someone else will. A simple and brief email or phone call can set you apart from the crowd.

The holiday seasons are an opportunity to exhibit a personal touch with your connections. Even a mere phone call or email message will demonstrate the importance you place on a relationship. Remembering your contacts with a simple message will add to your credibility and sustain your brand loyalty in the minds of contacts.

Many people wait for the winter holiday season to reach out to their network and customers. Why wait to show your thanks just once per year? There are many holidays, birthdays, and other significant events allowing you opportunity to strengthen your relationships throughout the year. For example, you can send congratulations to someone for achieving a certain milestone in their career or thank them for their referral. Whatever method and time of year you choose, keep your message short and central to the event. Last, always thank people for their relationship with you.

Here are a few tips to keep in mind when messaging your relationships:

• Avoid sending e-cards. I am not fond of using electronic greeting cards. The Internet is full of scams and spam is abundant. Everyone is concerned about downloading attachments because of computer viruses. You can argue that the recipient knows the email is safe because they can see it is from your email address. Spammers are very good at stealing email identities and disguising email to look like it is safe. E-cards are viewed with suspicion.

• Send email with a personal touch. This is a much better option than an e-card. The personal touch shows you care about the relationship. Your message need not be filled with fancy graphics. The body of the message is more important. Avoid sending frivolous attachments. Compose your message directly in the body of the email rather than relying on attachments and speculative links.

• Keep email messages succinct. A few kind words of appreciation go a lot further than writing a book. Make the message meaningful and related to the holiday or event. You can always follow up with a phone call or meeting at a later date.

• Pick up the phone. Sometimes an email is just not enough. Take a few moments and call your relationships. Actually, you should be making verbal contact with all your significant relationships on a regular basis. Don’t wait until a holiday or event occurs.

• Mark your calendar to schedule routine contact. Make note of any special event coming due like a birthday. Set reminders in advance on your calendar so you do not miss the event.

Maintaining contact with your customers and network should be part of your regular marketing activities. It is much harder replace a contact than find a new one.