Relationship Management 101
By Eric P. Strauss, Founder and President of EntrepreneursForHire

At the risk of offending clients, vendors and business acquaintances, I have to admit that absolutely I abhor the annual ritual of sending impersonal holiday cards lacking in creativity, purpose or meaning to business associates. Phew. I said it.

Before crossing me off your list for next year, though, hear me out. It's not that I'm against the idea of sending holiday cards. It's just that the vast majority are signed, stamped and delivered with about as much thought as recipients put into receiving them. Holiday cards, in fact, have quickly become the fruitcakes of the corporate world: unwanted, unappreciated and unlikely to end up anywhere but in the trash.

So, with the holiday season just around the corner, how should you demonstrate to associates that: A) you're still in business, B) you appreciate their business and C) you want them to keep you top of mind should an opportunity present itself? Here are 10 simple ideas, each of which is much more effective at A, B and C than signing your name to an otherwise impersonal holiday card:

1. Treat someone to lunch. Everyone needs to eat; you may as well network while you're at it. This informal get together is an excellent, low pressure way to learn more about your lunch guest's businesses and bring him up to speed on your own.

2. Clip and send articles. See an article you think might be of interest to an associate or client? Clip and send it along with a brief note - "Thought you might find this of interest?" The recipient will appreciate that you thought of her and took the time to drop the article in the mail.

3. Make matches. Connect the dots between those in your Rolodex by arranging a meeting between synergistic acquaintances. Score extra points by offering to attend and make the introductions personally.

4. Reward referral sources. For many businesses, particularly professional services firms, referrals are the lifeblood of the company. Make sure you adequately reward your referral sources with reciprocal referrals, a gift certificate to a favorite restaurant, a future discount on services or a referral fee.

5. Pick up the phone. These days, so much of our communication is centered on email that we often neglect to pick up the phone and call or drop by to visit the people with whom we do business. Bring along an appropriate gift for birthdays or to celebrate other special occasions, such as a business' ten-year anniversary.
 
6. Go above and beyond the call of duty. Few things are more impressive than the individual that does the unexpected just because. Not because they're being asked to do it, told to do it or paid to do it, but because they know that what comes around, goes around, and one way or another, they'll be rewarded for their good deed.

7. Send thank yous. Prompt, handwritten thank you notes reinforce a favorable first impression and demonstrate your ability to follow through in a timely manner.

8. Throw a party. Mixing business and pleasure doesn't have to be a bad thing. Rather than host a traditional party just for your firm's staff and significant others, mix things up a bit by inviting vendors, clients, business acquaintances and even friends. The eclectic mix of revelers is bound to set the stage for great networking and may even spark a new business opportunity or two.

9. Stop selling and start listening. If you're more focused on making the sale or closing the deal than solving your prospect's dilemma, odds are you're missing out on perfectly good opportunities to build long-term, mutually beneficial and profitable relationships.
 
10. Stand out from the crowd. As much as I dislike most holiday cards, occasionally I receive one worthy of special attention. Recent examples include a card hand-colored by a local artist, a custom-made greeting explaining that a donation had been made in my name to the sender's favorite charity and a January Card (see below).

Still not resolved to discard bulk holiday greetings in favor of a more personal approach? Then at least take the time to include a personal and sincere handwritten note expressing your appreciation for .

Better yet, follow the lead of at least one local company, from which I received my favorite card of last season: "This is a January Card for 2003. January Cards are an elegant alternative to standard holiday cards because they dodge pesky religious motifs, surprise and refresh with their utter unexpectedness, postally and creatively circumvent the Christmas crush, have no hope of being hung on Venetian blinds, cure numerous common diseases, improve quality of life and tastefully camouflage tardiness."

Here's wishing you a happy, healthy and prosperous next year - one with as few impersonal holiday cards as possible!

Eric P. Strauss is founder and president of Minneapolis-based EntrepreneursForHire, an online service matching independent contractors with Twin Cities area businesses, and founder of City Date Connection, a speed dating and event management company. He can be reached at eric@entrepreneursforhire.com or (612) 374-0004.

This article was originally published in the Twin Cities Business Journal.

Are you a ROCKSTAR?

Think you could be Reside's next great band member?  Check out our careers page to learn more about great gigs at the Web firm that rocks!