…or suppliers.
I am deadly serious. Now, before you start calling me Ebenezer, I want you to listen to my logic and rationale here because I believe it is completely compelling.
What happens during December is that every business in the country gets dozens and dozens of Christmas cards sent from all their suppliers and a handful of their customers.
Some of these cards are wonderfully designed and some are hugely expensive but, here’s what happens when you receive them – you glance quickly at who it’s from, shrug and stand the card up on a table/desk or put it briefly on the wall. Your relationship with the person who has sent you the card is not meaningfully enhanced in any way – and that’s why they’re a waste of time and money to send.
Because, you see, sending Christmas cards is a great example of doing what everybody else does and, as a result, you end up where everybody else ends up, i.e. as part of a crowd. What you all know is that one of the keys to becoming super successful is to stand out from the crowd and you can’t do that if you do exactly the same things as the crowd.
Now, I’m not suggesting that people are insincere when they send their Christmas cards. Often, people are very genuine in the thanks that they are trying to show for the custom that they have received over the preceding twelve months. That bit is not in doubt. But saying “Thanks for your business” in the same way and at the same time as everybody else, means that your message is lost, often completely and it’s massively diluted at best.
Why not use that brain of yours and do some creative thinking.
Why not send something other than a card and do so during the second week of January, after all the Christmas cards have been thrown away and everyone sent one has been forgotten, you could do something that would make you properly stand out from the crowd. You could send your key customers something properly personalised and/or helpful to them and you could deliver it at a time of year when they’re not receiving anything else. (There’s also a logic and a degree of sincerity that comes with a message like this arriving a couple of weeks into the New Year and it lends itself to you being able to talk, with integrity, about how you want your relationship to develop and grow during 2012.
I hope I’m making sense here.
In a nutshell, you shouldn’t send Christmas cards to all your customers and suppliers because it is crowd like behaviour that is done by everyone else and there will be a zero return on investment for the time, effort and thinking that goes into it. Much better to deploy that time, effort and thinking into something more useful that will help you emerge from that crowd and will properly strengthen your relationships.
So, on that basis, please don’t be offended when you don’t receive a Christmas card from me. Instead, for all members of the Entrepreneur’s Circle I enclosed a gift with the November Circular which was our fabulous 2012 Year Planner. I hope you all like it but, more importantly, I hope you put it up somewhere prominent so that it can help you to make 2012 your best year ever. (And yes, I know it’s early to receive the Year Planner and your first Christmas gift but, hey, I wanted to make sure that I got ahead of the crowd….)