From a recent email:
Daily Sales Tip: Personalize Your Message
Think of all the ways that you communicate with your customers. From face-to-face meetings, to email, to direct marketing material, look for opportunities where you can include the customer's name in your message.
Newsletters, estimates and direct-mail pieces are all good places to start. However, you must exercise good judgment!
First, find out whether they're more comfortable with being referred to on a first-name basis. Second (and this is really important), don't overuse their name, otherwise you'll sound corny and even more impersonal than a form letter.
Source: Colleen Francis, president and founder of Engage Selling Solutions (www.engageselling.com, 2009)
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