A WINDOW OF OPPORTUNITY

Harriett R. Greenbaum

In December, create a file and be sure to keep holiday cards you receive from potential referral sources or prospective clients. In January, call these contacts to thank them for thinking of you. You now have the opportunity to take the next step in pursuing the relationship. Perhaps it's appropriate to set up a meeting or schedule a lunch to talk about how you can work together in the New Year. Be sure to know what you want this next step to be before placing the call.

January is also an excellent month for doing a marketing self-assessment. Look at the past year. Determine what went well in your marketing. What didn't go well? What are your plans for the coming year? What will you continue doing and most importantly what will you do differently?

You have this marketing window of opportunity that only comes once a year. Take full advantage of it.

REMIND THE CLIENT OF THE VALUE YOU BRING

Jeffrey Miiller

For many, the end of the year brings a time of reflection. Most likely your clients are evaluating their annual expenditures in relation to the services they have received. This cost-benefit analysis affects your client's perception of the value, and helps them decide whether or not to continue using you. Unfortunately, some clients will focus only on the fees and end results while minimizing, or being unaware of, other significant benefits that you bring to the relationship, both tangible and intangible.

Instead of assuming that your client appreciates the value of your service, consider taking a proactive role in managing your client's perception of the value you bring. Review the most recent bills and statements with your client. It is an opportunity to answer questions about the bills and remind the client of the reasons for services rendered. Reviewing all the benefits, including added value services for which they were not charged, will lessen the likelihood that the client will feel overcharged. Depending on the amount of work you do for them and the frequency of your invoices, consider reviewing the bills with the client on a quarterly basis or every six months.

This type of interaction will also help you gauge client satisfaction, address concerns, and plan ahead for the coming year. Enhancing your ability to manage your client's expectations about your bills and reminding them of all the benefits that you bring can improve your client's perception of the value and strengthen loyalty.

Give Durable Gifts

Larry Kohn

For holidays gifts, consider durable gifts rather than the usual basket of consumables. Everybody appreciates big baskets of goodies wrapped in colored cellophone. But once they are eaten, they are soon forgotten. Instead, give something useful and durable, such as a compass or a Swiss Army knife. Years later your client or prospect will think of you every time the gift appears.

Mailed cards or E-cards?

Jan C. Gabrielson

I tend to take a traditional view of traditional activities. Probably for most people snailmail is best. That said, for people who prefer to conduct business electronically, emailing the card might make a good impression. Try emailing to certain ones and ask some later for their reaction. Another possibility is to email and snailmail. It's two contacts so your chances of being noticed and remembered will increase. But some might find it odd that you send two cards. We are in a time of transition as to the etiquette of such things, so I advocate trying new things after careful consideration and then asking people what they thought. Making your card stand out from all the others is an important criterion.

Robert Kohn

I don't know which is better. There are advantages and disadvantages to both. One advantage of an internet card is cost. There is no postage. Another advantage is versatility. I have seen some beautiful cards sent to me electronically. You can do much more on-line than you can with a card. For example, someone sent me a memorable card of snow falling. A disadvantage is that you don't have a physical card. Some people save their cards. I throw mine out so for me this is not meaningful. Another disadvantage is that emails can get ignored. You get so many emails. Then again, cards can get ignored too. I don't know which is better. One possible solution is to do both.

Larry Kohn

Many people collect the actual cards they receive and put them around their offices. So your card adds to their collection, which makes them feel proud. Electronic cards are usually not kept. Actual cards demonstrate much more of a personal investment--especially if you write a quick note. Electronic cards may be blocked so they never arrive. On the other hand, electronic cards can have fun and interesting graphics which make them more memorable. Younger clients may prefer a high-tech greeting. That said, if you have the time and the budget, I still vote for the traditional card.

Jeffrey Miiller

To me, there is something a bit tacky about sending e-cards to important business contacts. I am not a big fan of mailed holiday cards either, unless you take the time to write a personal note in the card.

Harriett R. Greenbaum

I'm not a big fan of emails or electronic holiday cards. I believe they are too easy to ignore or delete.