Everyday your showroom sends out products to finish up a job. They range from the final 3 cabinet knobs on a simple kitchen upgrade to finally delivering the wall accessories on a wonderfully large home. But once those products are installed, your showrooms starts to fade from your client’s memory. They will not be visiting your showroom next week or next month. In fact, the homeowner might not need your expertise for a year or two or even longer. Your challenge is to make sure you remain front and center in their mind for years to come when it comes to all things decorative plumbing and hardware. They may remember your business, but if some new “shiny new” company pops up or a friend works with a competitor, your brand will likely slip their mind.
Sixty days after the job has been completed, I suggest mailing the homeowners a simple thank you postcard from the point sales person. Nothing elaborates, just your brand on the front and a handwritten thank you on the back with an image of the salesperson. Then every quarter, send a simple postcard with four images of new products recently added to your showroom along with your logo to their home address. On the back, add a handwritten commentary on those new products, an image of the point salesperson and an invitation to stop by any time. That’s it. Don’t over think it. The recipient will probably quickly look at one side, flip to the other side and then spin it into the trash, but they will see a familiar face and a brand they know.
“Snail-mail” is not what it used to be, but it still offers communication opportunities that the digital world cannot match.
P.S. Only send postcards, since thank you cards in envelopes have to opened and read. That might not happen. Keep-It-Simple.
Jeffrey Valles 