Business Thank You Cards
Girard's Law of 250

Auto and RV sales champions understand the significance of business thank you cards to their pocket book. Joe Girard, listed as the greatest car salesman in the world, proposed the rule of 250. That rule suggests each person you meet knows approximately 250 other people. Translation, each time you sell a car or RV, if managed properly, you will have access to the roughly 250 people your new customer knows. You will have access, that is, if you cultivate this opportunity.

Another example of the need to maintain regular contact with your sold customers comes from Joe Verde. He suggests that every one of your sold customers knows someone who will be purchasing a vehicle in the next ninety days. Translation, if you had a hundred sold customers, that would be a hundred opportunities over the next 90 days. Imagine if you had a thousand customers!

The challenge, of course, is getting those referrals. This is where the majority of auto and RV salespeople fall down. First, most sales people fail to train their customers to contact them when they learn someone is in the market for a vehicle or RV. And, second, they fail to keep their name fresh in their customer's mind.

Business thank you cards, followed by a regularly scheduled sequence of business greeting cards, is a strength of auto and RV sales professionals. It is essential to note that true sales professionals rarely use electronic greeting cards. E-cards often end up in the receiver's spam folder. And, unlike paper greeting cards, E-cards fail to demonstrate any sincere time investment in their creation.

How should a business thank you card be created? First, it must be a paper card. Second, it must include a personal note from the sender. Third, it should be posted with a real stamp. Proper etiquette for a business thank you card is to show you are sincere. E-cards fail to adequately communicate that. By-the-way, etiquette also suggests that you not sell in a business thank you card. Saying thank you, or happy birthday, or Merry Christmas, and asking for a referral is poor taste. That said, the card itself is an effective sales technique.

As a car or RV sales person, failing to keep your name fresh in the mind of your sold customers usually means working longer hours and having lower commissions. This is because first time buyers, new prospects or ups, require more effort, more negotiation, more time to close. Repeat customers already know you, are back because they trust you and the dealership. You already have a relationship. And, if they are back to see you, they are back to buy.

Cultivating repeat customers, and their referrals, is a process that starts right at time of delivery. While doing the orientation, make it a point to explain to your new customer that as a commission sales professional referrals are important. Ask them to call you each time they hear a family member, friend, or business associate mention about purchasing a vehicle. Be sure to give them several business cards. And, hint that you will be following up from time-to-time, especially on special occasions. That clears the way for your business thank you cards.

Bob Burg, in his book Endless Referrals, wrote "The pros, the champions, the ones who are determined to succeed, do the little things right consistently." He emphasizes that personal notes, like business thank you cards, are a way of establishing yourself and your credibility.

Similarly, David Fry, author of the Small Business Marketing Bible, describes a system for getting more referrals using a hands free follow up process. What is important is that he demonstrates how it engenders a deep relationship with customers. The nugget is that the system requires very little effort. Here is a link. Take a few minutes and see just how important regular follow up is to your business growth and income.

As your sold customer list develops, as you line up more prospects, you will require a system easily organized and managed. An automated system is essential. Whatever you choose must, at the very minimum, provide the ability to personalize the business greeting cards, either as a group or individually. The system must be able to create campaigns for recurring events like birthdays, anniversaries, special holidays, and more. It must have a contact manager and reminder service. And, most importantly, each card must be mailed in a stamped envelope with a real first class stamp. Other considerations include the ability to personalize cards in your own handwriting, ability to add photos, logos, or your business card. Access to gifts or gift cards would be a real added value.

Why not simply purchase cards in bulk? Time!

Someone needs to prepare a mailing list - time. Then the cards need to be shopped for and purchased - time. The cards next need to be signed - time. Then envelopes need to be stuffed and stamped - more time. In the end, mail-outs are often set aside and forgotten.

Business thank you cards are essential to developing consistent repeat and referral business. Sales champions make it a priority to incorporate greeting cards in their daily routine. It is a fundamental component of their business building strategy. The model they follow is very similar to the one reviewed by David Fry.

The proof, the significance of having a consistent real card in front of your customers and prospects is measured not only in terms of greater income but in time freedom. The difference is working the floor waiting for the next opportunity, the next up, compared to preparing for your next appointment. That's right, repeat and referral customers call to schedule time with you.

Isn't it time you took a serious look at keeping your name fresh in front of your sold list? If so, check our Smart Greeting Cards.

Remember: Nothing happens until someone sells something.

Sales Champions Make It Happen!

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