Today, marks the beginning of our series of Business Etiquette posts...dedicated to helping our business friends to understand the finer things of business, that can make a huge difference between winning and losing a highly-valued client.
These posts will be under the "Business Etiquette" category.
In this post, we'll examine the question, "Should I send a printed card or an electronic (e-card)?"
Let's begin...
We've been taught that handwritten notes and cards do make a difference in business, because they are so rare in our digitized world.
They convey care, thoughtfulness and concern and the willingness of the sender to go the extra mile to communicate this.
Cards should be sent to celebrate your clients' significant achievements (e.g. birthdays, winning an important client, gaining a strategic partner, increasing annual profits)...or just to say thanks for his/her/their business.
The note on the inside of the card should be brief and not only communicate your congratulations, but also remind them of your (your company's) contribution to this significant achievement.
So a note that says,
"To: Carol and Bill,
Congratulations on attaining your 5th year in business!
We at Web Masters United look forward to your continued growth and to our continued partnership in helping you create web assets that will auger this growth!
From: Mike Green,
Sales Manager, Web Masters United"
...is quite ok.
However, e-cards have become equally acceptable, especially those that allow you to write your own message.
The advantages are vast, including the ability to reach the recipient on a timely basis, no matter where he/she may be located.
It is very important, however, to understand the personality of the card's recipient when sending your card.
This will help you decide whether to send an e-card vs a printed card.
Printed cards can be stuck on bulletin boards in the recipient's main or private office, or placed on his/her desk for viewing and comment by other employees (including his bosses) and visitors alike.
If your recipient likes to display objects of importance in his/her office, then by all means send a printed card, that will get his/her attention and thus be placed on display.
They key is to get coverage for your brand/company via this card.
If your recipient is an art lover, then a card with a printed picture from his/her favorite artist, will be highly appreciated.
If your recipient is in "haute couture" or in a business that caters to upscale clients...never send and e-card, unless his/her company is in the category mentioned below:
On the other hand, if your recipient's company is environmentally conscious, then you should send an e-card, as this communicates your care of the environment by saving a tree...that would otherwise have been cut down to produce a printed card.
If you are sending your first card to the recipient, then go with the printed version...with the notable exception of the environmentally-conscious company above.
So how do you decide whether to send a printed or an e-card?
The key is in knowing the personality type of the card's recipient and the values held by his/her company.
(I would like to thank stephjacobson, for her Flickr inset photo entitled, "Paw Print Birthday Card").
Gillian
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