When I was growing up, I had a friend whose parents always made her and her siblings write thank you cards. Now I’m not talking about just one here and there. My friend was from a very large Catholic family and received Christmas and Birthday presents from her third and fourth cousins. I remember that during the week after Christmas break she couldn't’t go anywhere until she had finished writing her thank you cards. I also remember thinking, “What’s the big deal about thank you cards? Can’t she just tell them thank you the next time she sees them?”
Now that I am in business I see it completely different. If there is one concern that I hear from business people who have spent their career networking, it is that they rarely ever get a thank you for the referrals they provide to their business contacts. Many have said that if a person would have just sent them a thank you card and acknowledged their help in the sale they would feel much better about referring to that person again. In fact, they have actually gone out of their way to find referrals for those contacts who do send thank you cards.
One excuse that I hear for not sending a thank you card is the time involved in buying cards, handwriting them, stuffing, stamping, and mailing them. However, I have to ask this one question. How much is that one referral worth to you? What about if you get multiple referrals?
Staying in touch with people and building relationships is one of the most profitable things you can do for your business career. Maintaining these relationships and strengthening them will ensure that you get connected to the people you need to get connected to. After all, would you be more likely to introduce someone you’ve built a friendship with or someone you’ve met once at a networking event?
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Guest author, Sarah Wenger of New Market Group LLC specializes in unique follow up marketing programs for clients. Visit her at http://www.sarahwenger.com.
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