By David Teel,
AVENIDA MARKETING

 

 

 

 

Ahhhh - Good personal customer correspondence. Sometimes it can be compared to fine art - a communication masterpiece, if you will. And while you may think nothing of that next e-mail or letter you send, your customer has gained another impression of your company.

Good impression or bad impression? The correspondence you send to your customers actually represents your firm's image. The customer or potential customer gains an insight not only into your personality, but quickly learns how professional your organization is.

Quick and Dirty E-mail

With the advent of E-mail, our communication to customers and those around us has changed considerably. E-mail incites a more relaxed writing platform --one that doesn't follow all the conventional rules for business correspondence.

However, any sort of communication to a customer should always be on a professional level. While global barriers continue to fall, and the world grows closer, you should always remember the true business relationship with your customer (and no matter how many exotic drinks you have shared at a trade show in Las Vegas, business is still business).

Here are some things to remember about E-mail correspondence to customers - some quite rudimentary, but often forgotten:

  • Address the customer by name
  • Write short 2-3 sentence paragraphs
  • Always reference exact details (dates, places, people, products, amounts, etc.)
  • Use proper punctuation
  • Use a goodwill closing (Kind regards, Best regards, Thank you, etc.)
  • Include your first, last name, company name and contact information.

I am sometimes surprised by business E-mails that do not address the customer (they simply launch in to a paragraph) or by the casual writer's abandonment of seemingly all punctuation. Send your customer a message that is easy to read, easy to understand and which reflects the professional nature of your business. A 12-line paragraph in Times Roman 8 font (and with no punctuation), makes the task of E-mail reading a burden on anyone's eyes.

Thank You and Project Updates

How many have forgotten the traditional thank you letter? Mailing a thank you letter on company letterhead after meeting with a potential customer, selling a project or completing a project will reinforce your professionalism and sincerity. Always proofread your letters before sending them, and don't forget to sign the letter (obvious - but many times forgotten).

Short cordial E-mails or letters are also warranted when updating the customer on their project. Upon completion of the home wiring, reception of equipment or installation of a sub-system or room, notify the customer in writing. Such correspondence serves as additional support during your project.

Remember to keep a positive spirit in your correspondence - even when you are delivering "bad news." Avoid writing when angry and always close your communications with goodwill.

AVENIDA MARKETING is a technology marketing company, assisting A-V systems manufacturers, distributors and integrators with their creative marketing needs.

 

 

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