Say "Hello" to Your Customers

I recently read an article about the amazing benefits of one simple act: saying "hello." (You can read the entire article on the Reader's Digest website.) The author did an experiment spending one month saying hello to everyone he met. He made some interesting discoveries.

First, he found it harder to greet everyone he met than he initially expected. As we get older, it's more difficult to put ourselves out there and say hi. We fear rejection and that people might just think we're weird.

It also caught people off guard. He found that it was a nice way to grab someone's attention, and it usually helped him get what he wanted. If you have a genuine, personal interaction with someone, they are more likely to help you out.

He learned that even the brief interaction of saying hello to someone can improve productivity. A school did a study where teachers greeted each student as they came to class in the morning. They found this simple act ultimately raised the kids' productivity by 27%.

And, he discovered that sometimes the people he might not normally acknowledge were the chattiest after he took the initial step of saying hello. It's almost impossible to say hello without smiling. Smiling has been linked to providing health benefits, such as lowering blood pressure, boosting immunity, and releasing endorphins. Plus, smiling can do the same for the recipient - who will most likely say hi and smile back.

After reading this article, it made me wonder what effect it would have if we took every opportunity we could to say "hello" to our customers. Especially in a down economy, loyal customers are a great asset.

Keep talking to your customers.
You may think that now is the time to cut back on your direct marketing programs to customers - because they are already your customers - and focus on acquisition. But, focusing on customers is even more critical during recessionary times. You've probably heard the old marketing adage: It costs less to keep a current customer than acquire a new customer. It still holds true, and it makes more sense to keep your customers happy so they'll stick with you.

Make customers feel safe with you.
Take the time to reach out to your best customers and reinforce your value proposition. Send customers a special direct mail package or email offering a valuable service. Create a positive message that thanks customers for their business and offers a discount or a free perk. It doesn't have to be a big, expensive item. Now is the time to say "hello" to customers and reinforce their confidence in both the products or services you're selling, as well as the company that's behind the products. Let customers know you're doing okay, and you appreciate that they are loyal to you.

Tailor your messages and offers.
Think about creating more focused messages for different customer segments. You may be able to mail less, but mail more effectively. You can create variable content for your current direct mail programs that speaks more directly to customers needs. For instance, you can vary the offer based on recent purchases or activity. If you know that customers who buy X typically also like Y, send a special offer for Y and thank them for buying X.

Find new ways to reach out.
Now is the time to get creative and find new ways to say "hi" to your customers. Maybe you can send a personal letter or email letting customers know they are important to you. Or, if you normally send direct mail packages, experiment with self-mailers or postcards. Perhaps it is time to make your presence known in the social media space or begin blogging. Now is also a good time get back-to-basics with simple messages and no-nonsense formats.

Build trust with direct marketing.
I believe customers still trust direct mail. Digital media is important - and I think it's even more powerful when integrated with direct mail - but customers also value what is written on paper. And direct mail works! It adds credibility to your message, and there's a perception that you're willing to spend money to mail information to them. Hello! Make your customers smile and send them compelling, innovative, smart direct mail.

Excel at customer service.
I recently called a mail order catalog company to straighten out an order and shipping issues. I have been a customer for over 15 years and have always been so proud of their exceptional customer service. On this call, the customer service rep argued with me and got a bit snippy. Besides being mad, I was very disappointed. They let me down. More than ever, it's time to step up customer service. See my blog about the importance of great customer service. It will be a while before I order from them again.

Take time to reach out to your customers and say "hello." It can be a simple mailing, an email, or even a phone call. In addition to making more sales now, you'll also receive long-term benefits. By sticking with customers, showing them you truly value their business, and giving them extra attention and perks, you will build even greater loyalty and retain those customers through thick and thin.