SOHO Start-Up -- How to Make Yourself Memorable

How to Make Yourself Memorable
by Eileen O. Brownell, President, Training Solutions

“The deepest principle in human nature is the craving to be appreciated.” --William James

A few years ago, a friend gave me a copy of The Harvey Mackay Rolodex Network Builder. Mr. Mackay had given him several copies of the $8.95 book to present at his networking seminars. I promptly wrote Harvey a note to express my appreciation for his generosity and willingness to share knowledge. A letter arrived within a few weeks from Mr. Mackay. Initially I thought it was a form letter until I noticed he alluded to specifics in my note. WOW, I thought. Here was a multimillionaire, the author of several books, CEO of a major American corporation and a keynote speaker acknowledging my simple handwritten note.

Six months later, a book arrived in the mail. It was a copy of Mr. Mackay's fourth book. He would be presenting at the National Speakers Association Convention that summer and wanted all the members to have a copy prior to his speech. Again I promptly sent a thank you card acknowledging his generous gift. Within six weeks, my original thank you came back with a personal note from Mr. Mackay. He expressed appreciation for my note, indicated a willingness to autograph his book at the NSA convention and then complemented me on my handwriting. I was impressed. Here was a very busy man who had made time to again acknowledge my simple handwritten thank you note. No wonder he was a successful multimillionaire! Certainly he had repeatedly made himself memorable.

You may have received a thank you note from an appreciative business after you have purchased a product or service. In most instances the acknowledgment is a form letter that starts with "Dear Customer" or it is a letter from your computer personalized with your name and address. Very few individuals take the five minutes it requires to acknowledge or thank someone with a personal handwritten note of recognition for their patronage. If you truly want to make your customers or potential customers feel appreciated and special, then take the time to write and send a making yourself memorable note. It may truly be the one extraordinary customer service step that brings the client back again and again. Here are a few of the reasons why you want to write personal notes.

The customer feels special.
Everyone wants to feel special. Fourteen years ago, I was shopping for a new automobile. I had made the rounds of numerous dealers looking for a particular model and color at a specific price. Most dealers laughed and would not give me the time of day. One particular salesman convinced his boss to sell me my dream car at my offer. The only problem was the dealership did not have it in white. They tried several other local dealers, but the perfect car was just not to be found. I left the dealership disappointed. Two days later, a personal note arrived. The salesman expressed appreciation for my time and was hopeful we would be able to do business in the future. Of the eight to ten dealerships I had visited over four months, this was the first salesman to write me a personal note. I felt important and believed my business was truly wanted.

The Customer Feels Appreciated.
Impressed by the salesman's note, I called and asked him to keep my name and number in case they got my dream car. I had not done that with any other dealership. Impressed by his efforts and customer appreciation, ultimately I took my new vehicle to his dealership for service. I would not have done that if I had not felt truly appreciated and wanted.

The Customer Wants To Be Acknowledged.
Have you ever walked through the door of a store, and nobody said "Hi"? Have you ever purchased a home, a car or taken an expensive vacation where the salesperson did not say thank you in some special way? We expect a verbal thank you for any of our purchases, but a written response truly indicates the individual believes our business is worthy of a personal written acknowledgment. It is like the icing on the cake. The homemade cake is good without the frosting, but it tastes great and makes it memorable when something extra is added.

It Makes You Memorable.
Handwritten personal notes are almost a lost art in today's business world. They definitely set you apart from others. Because they so seldom cross our desks, they make the individual who has taken the time to write it remembered in the mind of the receiver. It shows proper etiquette and good manners. In our fast-paced business world, people seldom stop to express their gratitude. When an individual has done something to assist you, given of their time, purchased an item or entertained you, a handwritten note is appropriate.

There are numerous events and acts of kindness that deserve to be acknowledged by a personal handwritten note. Some of them include a major purchase from you or your business, the donation of a person's time for your benefit, a job interview, a luncheon meeting, a presentation made to your service club, a lead to a potential prospect, a golf game, a networking opportunity and a gift.

You can express your appreciation and thanks in a multitude of ways. Some may extend a thank you in an e-mail while others send a facsimile. Facsimiles may not always reach the intended individual. Be careful with an e-mail thank you, especially if you are express thanks to more than one person. Recently, I picked a woman up at the local airport, took her to the hotel, waited while she checked in and then took her to dinner with other members of our professional organization. She forwarded an e-mail to eight of us with a generalized statement, "thanks for everything. I really appreciated your time." It was a lazy person’s way out of acknowledging the efforts of everyone who had made her trip special, less expensive and easier.

If you feel unable to compose three to four lines expressing your gratitude then try a commercial card. The inside verse may assist you in composing your thoughts. Only use a typewriter if your handwriting is so poor that no one can read it. A typed note may indicate it is a standardized form letter you have on your computer, leading the receiver to believe they are really not that special.

Making yourself memorable notes are easy to compose. Begin with the individual’s name. Reinforce the gift, purchase or deed they did. Indicate why they are special or their act was exceptional. Express your appreciation and then ultimately state your thanks. A simple note might say:

Dear Joe,

It was great doing business with you. Thank you again for choosing us as you supplier. I look forward to serving you in the future.

Or....

Hello Mary,

You were fantastic! All the points were covered in your presentation.

Thanks again for making the meeting special.

Keep a stack of inexpensive note cards and stamps in your office desk drawer, so they are always available and easy to use. You will certainly make yourself memorable and unforgettable.

Eileen O. Brownell is President of Training Solutions, a Chico, CA based firm. For over 25 years, Eileen continues to be noted as the ‘high-energy’ speaker and trainer who captivates her audiences and makes learning a lasting experience. Her expertise is in the areas of customer service, conflict resolution, communication, and team development. Eileen wants to work with companies that want repeat and referral business, and with people who want to exceed customers’ expectations. Call Eileen at 888-324-6100 (e-mail Trainstars@aol.com) for more information on her speaking/training services and learning tools.

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