It’s inevitable.  Every.  Single. Holiday.  Your BDC or sales team sends me a Happy (insert special day) automated email.  And, of course, asks me for a referral.

It’s not just the automotive industry.  They just happen to be the worst.

I tend to not get as many on Father’s Day, because it actually requires a salesperson take note of the fact that I’m a dad.  It’s more common on Thanksgiving, Christmas, New Year’s, etc.

But it’s incredibly frustrating – and problematic – for two reasons:

1. As soon as you, in the same paragraph, ask for the referral, you’ve immediately thrown authenticity to the wind and proven that you’re self-centered enough to make the wishes more about a sale than an actual thought of the customer.
2. It generally shows a lack of personalization – and isn’t that the entire point of the follow-up process?

Don't get me wrong. I appreciate you thinking about me.

Or, in most cases, not forgetting about me is perhaps more of an accurate statement.

Come on now - you know exactly what I'm talking about. You're going through your email list or scrolling through your contacts when sending a mass text going, "did I miss anyone?"

How about making me feel like I'm an important customer...not just another customer?

Your customers are thinking it. Hell, you are probably thinking it too. And now you're shaking your head in agreement because you realize what a bozo move you've been pulling on every major (or minor) holiday.

So please, stop the mass texts and emails right now, because nobody cares. They just DON'T.

So at the very least, personalize it.  Or remove the damn “send me your referrals”. 

Focus on building actual relationships – not BS, self-serving and completely transparent relationships.

Find a different reason to contact them on a regular basis - just because.

Drop by the office with some cupcakes on National Cupcake Day just because and tell your customers you wanted to let them know how much you appreciate them.

Call them out of the blue to see how their family is doing.

Send them an email to see how work is going.

Text them a random thought.

But copying me on a mass email wishing me a Happy Father’s Day? Really - you shouldn't have.

POSTED BY

Kyle Reyes is President and CEO of The Silent Partner Marketing.  He's also an acclaimed Keynote Speaker on entrepreneurship, leadership, marketing and social media.  You can find him on Facebook, LinkedIn and Snapchat (@dasilentpartner).