How do you build better business or personal relationships? It's not rocket science: You need to provide value and find ways to connect with your client, and as a result, you begin to build trust and generate repeat sales.
One strategy corporations are using is to send birthday cards to loyal customers. It shows the client you are paying attention to them and gives them one more reason to continue to decide to buy from you. It takes 6X more effort, money and time to land a brand new client. It is a much more effective use of your resources to generate more sales from customers who have already made the decision to purchase from you.
As reported in The San Diego Union-Tribune (2/4/2008), many large companies such as Banana Republic and Southwest Airlines are seeing the return on investment to sending out birthday greetings. This is a strategy all companies, right down to a Mom and Pop operation, can use.
Banana Republic encloses a $15 gift card for all their customers who have registered for a Banana Republic credit card. Fully 1/3 of all coupons are redeemed. This is a substantial and measurable success rate.
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