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Nov

Thank You Notes Are Not Only a Courtesy, They Can Lead to New Business

Posted by: Andrea Nierenberg | Comments (3)

Andrea Nierenberg

One of the easiest and most effective ways to stay in touch is with the power of the personal note with a “thank you” to a business associate. In research I’ve conducted, I ask the question, “How many of you send out personal notes?” I also ask, “How many of you receive personal notes or cards from clients or business associates?” The response indicates that few people take this practice seriously. As a follow up, I ask, “Has anyone received notes of appreciation, and how does that make you feel?” I trust you know the answer to this last question.

Here are eight opportunities to send a “thank you,” and when and how to do it effectively:

1. When customers do business with you, every time. Write a short, personalized “thank you” on an interesting card, letterhead, or even a postcard that says, “I appreciate your business, thank you.” You can never say thank you to someone too many times. We all appreciate the fact that people go out of their way to make us feel important and recognized.

2. When they compliment you. When a client compliments you about something, it’s an opportunity to jot off a little note of thanks, saying, “Thank you for taking the time for making my day. I appreciate it.” Compliments are given so rarely, so take the lead to say thank you when you get one.

3. When clients offer comments or suggestions. It’s a wonderful gift when your clients give you a suggestion or comment on how you might do something better or different. They’re also giving you an incredible buying signal. They might really be saying, “If you make that change, your product or service will be more attractive to me.” Here’s how to start this type of note: “Thank you for your suggestion on how I can better serve you. I’m in business to do exactly that. And you make my job easier and so much more enjoyable when you provide input.”

4. When customers try something you recommended. When clients buy into something new, solely based on your suggestion, they’re going out of their “comfort zone”. They’re putting trust in you and your product. This calls for a special note that could read, “Thank you for your trust in me. I value your business.”

5. When customers recommend you. This is the best form of advertising you can ever get. It’s so easy to take the time and go back to our advocate, and say, “thank you for referring me to —–. I will keep you posted and informed on what develops. It means a great deal to me to know that you’re willing to recommend me. I appreciate it.” This type of “thank you” might include a small gift as well.

6. When customers are patient, or not so patient. Our clients help us when they give us time to learn how to best serve them. Often this requires their patience. On the other hand, they give us a “wake up call” when they ask us to hurry up. When this happens they might really be saying, “Hello, remember me? Keep me in mind, or I might get swept away by the competition.” In either case, pull out a note card again, and let them know how important they are to you. Perhaps say, “Thanks for keeping me on my toes. I appreciate how you help me keep your business.”

7. When clients say “no” to you. You’ve just pitched an account and you didn’t get their business, this time. It’s still the opportunity to write a short note. Thank them for their time, their consideration and their honesty. Keep the door opened by being friendly and courteous. Research I conducted in the last three years shows that almost 20% of my business comes from prospects that said no the first time. People remembered the notes I sent and it made a difference. Such a difference that I got referrals, even from contacts that were not able to use my services themselves.

8. When customers make you smile. I have one client who e-mails me jokes all the time. Another one will call up and just give me some good news. Whatever it is, it makes me smile, and I want clients to know that they’ve made me feel good. I’ll send them an interesting note or card. This technique always gets noticed and remembered.
So, if you’re not using personal thank-you notes, you should start now and watch how they help your business grow.

Andrea Nierenberg is president of The Nierenberg Group , an international business consulting firm specializing in customized training, workshops and keynote addresses that equip executives with the tools they need to “Find, Grow & Keep”® the clients that are key to their success and to be more effective business communicators.

Categories : Communications Strategy, Writing

Comments (3)

Nov

What CEOs Can Learn About Employee Communications From the U.S. Army Band “Pershing’s Own”

Posted by: Jeannette Paladino | Comments (1)

I just returned from a joyous concert by the U.S. Army’s “Pershing” Band, as it is known, that was in town for its annual concert at Lincoln Center’s Avery Fisher Hall. As I sat there with friends tapping my feet and applauding every brassy patriotic song, I thought what a great lesson I was learning about communications. And that’s this: when you communicate with joy, you turn an audience into your biggest fans.

And there was no doubt the musicians were having as much fun as the audience. At the end, the Band played the anthem for each of the service branches and one by one young and grizzled veterans stood proudly while the audience cheered wildly.

I thought: let’s pretend the bandleader is a company CEO. He’s leading his musicians with infectious joy. Wow, it’s great to work for this company. Is there any employee who won’t want to follow? How about making it a point to write to employees whenever there is some good news to report – big or small. Don’t let every communiqué be about the next layoff or we’ve all got to tighten our belts again. Your employees know that things may be rough in the company, unless they’ve got their heads in the sand, which is doubtful.

This is the truth: bad news spreads via the grapevine faster than good news. Fire just one person and before you know it the grapevine has translated that to more layoffs. So, if you’re the CEO, make sure you feed the grapevine and your normal communications channels with all the good news you can. It will make you feel better and your employees will become your loyal fans.

Categories : CEO, Employee Engagement

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Oct

Winning Media Interviews, Part III: Structuring Your Answers to a Question

Posted by: Jeannette Paladino | Comments (2)

Whether you are being interviewed by a print, broadcast or online reporter, you should structure your answer in what journalists call the “inverted pyramid” style. That is, you lead with your most important message. For many executives, this is in direct contrast to the way they approach a problem, that is, by gathering the facts and building a case for a proposal or recommendation.

Just read the lead article in your daily newspaper tomorrow, and you’ll see that the most important news is in the “lead,” or the first paragraph. Unless you have a personal interest in the subject, it is doubtful that you will read the entire article. The facts will be written in descending order of importance, with background detail at the end of the story.

When framing your answer, think in “headlines.” Your headline should be short and simple with one idea. The headline is, in effect, your most important key message that you want to communicate to the reader or listener. It will be supported by evidence, examples, facts, personal experience, anecdotes, visuals, etc. In a television interview, you may not have time for more than one headline and a couple of supporting facts.

As an example of a headline, the House of Representatives is investigating brain injuries to football players. Facing a barrage of nasty questions from House committee members regarding National Football League policies and research, the Commissioner Roger Goodell responded, “I can think of no issue to which I’ve devoted more time and attention than the health and well-being of our players, and particularly retired players.” This is the key message he wants as his takeaway: that baseball is committed to the health and well-being of its active and retired players. Time will tell if his message holds up or is refuted.

Categories : Communications Strategy, Media

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Aug

7 Steps to Making Your Employees Brand Ambassadors

Posted by: Jeannette Paladino | Comments (1)

Your employees can be your best brand ambassadors. What does that mean? It means you can mobilize an army of employees dedicated to communicating your company’s key messages and building your brand reputation online. First, it is essential to establish a positive two-way dialogue with employees so they feel involved in the process of promoting the company. They need to know management is listening to them and that they are important to the company’s success. The key is trust – companies can’t control what employees say but if you have good relations with employees you can trust they will represent the company well. Zappos, Intel, Comcast, IBM, Diamond Technologies and a host of other companies have done it. So can you.

Here are 7 steps to making your employees brand ambassadors that my colleague Amy Dean and I discussed today in a session entitled “Inside Out Public Relations.” You can view our entire audio/visual presentation at FreeWebinarWednesdays, or view the slideshow at the end of this post. This is what we believe you need to do to enhance your external communications:

1. Establish two-way dialogue with employees. Ask employees about their perceptions of the company’s strengths and weaknesses and the words they use to talk about the company.
2. Survey employees on social networking habits and interests. What social networks are your employees using and would they be willing to create branded accounts to serve as the company’s ambassadors.
3. Cherry pick a pilot group. Use the survey to identify enthusiastic employees and train them. Integrate the social networking inside out program with traditional marketing campaigns.
4. Craft information networking guidelines and incentives. Strike a balance between freewheeling and overbearing in advising employees what they can and cannot say. Incorporate responsibilities and goals into job descriptions and provide incentives and rewards just as you would for their other responsibilities.
5. Work Your “Wingmen.” Start first with senior executives, the lead pilots, and ask your brand ambassadors, or wingmen, to comment on their posts and RT their tweets. With senior executives setting an example, employees can create their own branded content within company guidelines.
6. Identify keywords to coalesce around. Establish the company’s keywords in priority order, with senior executives and employees using them as “smoke signals” to communicate with customers, partners and industry peers.
7. Establish metrics. Every company will have its own measurement systems, but it will be important to know if relationships are extending beyond social networks and improving business. Is the company moving up with search engine rankings? Are employees motivated and is customer service improving?

Engaging your employees as part of your Inside Out Public Relations won’t happen overnight. But who could better represent your company to the outside world than your employees, singing the praises of the company and what it stands for.