Holiday Cards- Undercover Sales Tactic

I always have to smile when one of my many business books coaches me to send holiday cards to clients and vendors this time of year. I equate it to placing a tray of freshly made chocolate chip cookies in front of me, and asking me to eat them. In other words, no need to twist my arm.

Today’s blog, however, is not about my love of all things merry, or about the white Christmas tree that gets pulled out of the box as soon as the leftover Thanksgiving turkey finds a home in my fridge. Today is about sales tactics and how the holidays can give you an edge.

Quite often I speak with vendors who simply refuse to make a sales call. And you know what? I don’t blame them. It’s difficult enough to muster the courage to blindside a prospect, and then you also have the opportunity to enjoy the fear of rejection hanging over your head.

I always encourage clients to reach out to others with a purpose. If you have a reason in mind- those jitters start to make way for confidence. With the holiday season knocking at our door, what better reason is out there than to wish our colleagues and clients well?

From a sales standpoint, this allows you to remain relevant in the eyes of your next potential piece of business.

Case in point- during my Catering days, I always took a large gulp when I realized my busy holiday season was behind me. Among our staff, I was always the first to lock my office door for a couple of hours, and work on the 100+ cards to my clients, prospects, colleagues and vendors. Before I knew it, my phones were ringing from people thanking me for the card and the “oh hey, while I have you on the phone, I was meaning to call about booking a…”

Game. Set. Match.

A few tips to get you started:

1) Sending holiday cards isn’t exactly a new thing so dare to think outside of the proverbial tinsel and garland decorated box and send holiday cards for New Years. Or better yet- send out Thanksgiving wishes and you’ll be the first in line.
2) Work the repeat business. Holidays cards should not just be sent to your 2010 brides, but to previous brides and grooms as well. Down the road, they may need you for other jobs, such as family portraits, a birthday cake or a venue for their parents’ wedding anniversary. The door doesn’t have to close once the wedding cake is cut.
3) Don’t forget your wedding industry colleagues- more than likely, your brides are booking you in part because one of them referred you.
4) Finally, be sure to include your own vendors- whether it be your web designer, graphic designer or your insurance broker. Remember- part of your success is due to the people in which you surround yourself.

So, grab your contacts list, a good pen and some egg nog, and see the revenue start filling up your stocking.

Until next time,

Meghan

http://www.ofdconsulting.com/

Meghan Ely is the owner of OFD Consulting, a niche marketing group geared towards wedding professionals. She is also the Managing Director of the Richmond Bridal Association, and has a regular spot on Bridesight TV.