St Patrick’s Day – A Golden Relationship Marketing Opportunity!

St Patrick’s Day – A Golden Relationship Marketing Opportunity!

“So it’s St Patrick’s Day soon ” I responded. “So what” I added.

“Well Mr. Expert, it’s another golden opportunity to contact your key customers and other important associates in another unexpected way.” I was told in a matter of fact fashion.

OK, she was right, of course. Most people would not be expecting a card in the mail on St Patrick’s day. Actually, very few of them will be getting one. (That is unless you do something about it). What a golden opportunity this is to connect in a personal and meaningful way.

St Patrick's Day

Your act should generate warm and fuzzy feelings in them. Plus another customer now feels a stronger tie and a little better about you. After all, isn’t that what we want to engender in our customers.

The real beauty of an unexpected card is just that. It’s unexpected! We all love being recognized and remembered and that’s why personal greeting cards work so well. Sure we appreciate them, but we have sort of come to expect them. A St Patrick’s Day card, on the other hand, really takes us by surprise and delivers lots of delight. (more…)

Ron and Sue

The lesson – Don’t make assumptions and jump to conclusions.

Assumptions -The lesson – Don’t make assumptions and jump to conclusions.

A little while ago I sent a ‘nice to meet you’ card to a new acquaintance, naturally in the hope of strengthening our association. She sat next to Sue and me at a business training seminar and during the day indicated that she would like to know more about what we did and maybe opening a Send Out Cards account. So naturally I wanted to follow through and explore what we could potentially do together.


Not wanting to be pushy and also allowing time for the impression of receiving an unexpected card in the mail to settle in, I allowed some time before attempting to make contact with her (also hoping she might make contact first). When I rang I learned that she was away on business for the next week. Obviously I would have to leave communication until her return.

In the meantime her card was returned, marked unknown and return to sender. I checked and that was the address I had written down for her.

Her address wasn’t on her business card and I remembered that when I asked for her address she was hesitant to supply it. It seemed apparent to me that although she was being nice and appearing friendly at the seminar, she really didn’t want to explore the possibility of us doing business, otherwise why would she have returned my mail? So feeling a little foolish and also wondering how I read things so wrong, I threw the card aside and dismissed any thought of further follow through.

A couple of weeks later I chanced upon the card and this got me thinking about how I could so misjudge a person’s character. I had to phone; I had to find out why she returned the card.

A warm and friendly greeting was followed by easy conversation. I quickly decided I had better reframe my question. So instead I stated I had a returned card and that I must have written the address down wrong. I had! I had written 123 instead of 124. Whew, it would have been really uncomfortable if I had continued on with my assumption. 


A mutual friend who knows us well and was also at the seminar had rightly assumed we would send her a card and asked her what she thought of it. As she hadn’t received one, this caused her to wonder about us and our efforts to follow through as well. Fortunately we had a good laugh and are now moving forward.

So if things appear different to what you expected, don’t make assumptions and jump to conclusions, instead make contact, check it out, it could be that you have it all wrong!

Ron and Sue

Communication – How are YOUR communication skills standing up?

How are YOUR communication skills standing up?

Just like in dancing – are you doing the Tango or the Mis-fango?

This is something to seriously consider! Earlier I wrote about people not responding to modern communication systems in my piece “Are you getting through?” where essentially it was revealed that most people are just not responding to your phone calls and emails etc.

Are you one of the guilty ones and what is this costing your business?

This is a sample of some of my attempts to communicate over the last couple of weeks.

I phoned a friend and associate to give him a red hot lead and got his answer machine, where I left a message to give me a call. I’m still waiting and the red hot lead has gone elsewhere.

Contacted a company with a question that when answered would in all probability result in a sale. Since I contacted them (coincidentally?) I have received two sales prospecting calls from them, (where I deliberately did not restate my question) but I am still waiting for someone to contact me with the answer to my question. Some other company it seems will soon be getting some business.

My second car runs out of rego shortly and I have decided to retire it from service. I have rung two local wreckers who advertise in the local rag wanting to buy old cars. Both went to answer machines and both still have not returned my call. On a second call I hung up before the machine cut in to cause a missed call message. Still no answer.

I have attempted to follow up four new contacts from a recent networking event. I have left phone messages and emails asking them to make contact with me. None have! Do you think any offer of a future JV might be forthcoming?

I ran into one of them yesterday and mentioned my messages. Boy was I surprised at the reply. “I have better things to do than chase after people trying to sell me something.” I thought I was making contact to help build a relationship and sure it would be great if it lead to a sale.

By the way, perhaps I should mention that other calls have been responded to with generally a good result for both parties.

It is true that sometimes calls etc being made to us are to try to sell us something and sometimes this can be frustrating, even for those of us who make our living selling, which really is everyone in business. But as you can glean from my examples above none of them were actually sales directed, in fact in one case it was to put an easy sale in his lap.

See what I mean, if your end of a communication is not happening, it could be costing you dearly. Just like in dancing – it takes two to Tango!


Ron and Sue