3-2-1

Try this out for cultivating new relationships and building deeper relationships: Have your employees who come in contact with customers do the following daily or weekly (based on what is realistic in their world).

• Send out 3 emails per day to existing clients
• Send out 2 cards per day to existing clients
• Call 1 existing client per day on the phone

Fine Print

The 3-2-1 strategy is only to be used in dealing with existing customers you are reaching out to in a non-reactive way. They are people you are not responding to a request or currently involved in servicing at this particular day or moment.  It is a cold, out-of-the-blue act of re-engaging the client, without any solicitation of product or services. For instance:

Don,

I was just thinking about you and wanted to reach out, for no reason other than to say ‘hello’ and tell you how much I have enjoyed working with you.  You have been an absolute pleasure to do business with, and having clients like you is the primary reason I truly love what I do.  I hope you and your family have an opportunity to enjoy the beautiful spring.

Always at your service,

Michael

Successful companies incorporating the 3-2-1 concept use a log for employees to track who they have emailed, sent a card, and called this week.

The key is to schedule executing the 3-2-1 either first thing in the morning or last thing before you shut down and go home for the day.