When it comes to making connections with hard-to-reach decision-makers, gaining familiarity with a prospect, and maintaining a relationship with your past and current clients, snail mail can’t be beat. Here’s how snail mail can add a personal touch to your prospecting sequence.
Snail Mail Really Works
It’s another busy day. Emails are flooding your inbox, you’re trying to finish a proposal and you need to start getting prepped for a team meeting in an hour.
A co-worker whisks into your office to place some papers on your desk. You glance over and notice that there is a handwritten envelope on the top of the stack. Curious, you reach over and grab the piece of mail.
You notice the return address is from a vendor that you met with last week. You open it up to find a simple card and stop everything to read the handwritten message.
While many people view snail mail as a dying form of communication that “doesn’t work” we all still pause to open and read these types of written cards.
Here are a few best practices for incorporating snail mail into your regular routine.
Always handwrite the card & envelope.
We can all tell the difference between mass-produced and personalized mail. If you want to stand out and make an emotional connection with your customer or prospect, then you should take the three minutes to handwrite the note. Also, using a real stamp versus running it through a meter is another best practice.
Set a reoccurring meeting/time block for yourself.
Schedule a 30-minute time block once per week to sit and write your cards. Throughout the week when you think of someone that you should write a note to, add their name to the body of your calendar invite so that you remember which clients to write to.
Incorporate snail mail into your prospecting sequence.
If you have tried to gain the attention of a decision-maker with emails, voicemails, and LinkedIn messages but you still haven’t been able to connect, a written note is another tool you can leverage to build familiarity.
When writing notes to customers and prospects, think of something personal and thoughtful to say. If you’re a sales leader, consider sending written notes to your team as a way to show support.
They aren’t just for holidays.
While it is great to send a customer a card for a holiday or their birthday, it’s even more powerful to send it for no particular occasion. A simple note of appreciation is well received any day of the year.
Keep supplies on hand.
Purchase several boxes of cards and stamps to have on hand in your office. That way, when you have the motivation to send one, you won’t need to add a trip to the store to your already busy day.
In a world where we already receive too many texts and emails, be someone who stands out in the crowd by using this personal and retro tool.