... pre-printed and a dealership logo in the upper left corner. Do you open it? Most people just trash it! But let’s give you the benefit of the doubt and say you open it. What do you see? A form letter someone wrote ten years ago that includes an electronic version of your salesperson's signature. Do you read the letter? Nope! You toss it in the round file.

Day after day your potential customers make their way to their mail boxes only to shuffle through junk mail, junk flyers, and more junk promotions. The last thing they want to think about is another form letter. But there is a way to get every customer to read your letter--personalize it! Instead of using an 8.5 x 11 paper, invest in “Thank You” cards. Write your own brief comments inside using real ink and sign it. Insert a business card every time. Make sure you address the card by hand as well. And put a real stamp on the envelope. This will set it apart from all other mail because it looks like a wedding invitation or birthday card. Customers love getting cards!

As you build your business, have someone assist in addressing the cards, but always write the inside notes yourself. We even know of salespeople who send birthday cards to people who didn’t buy from them. It sets the sender apart so customers will remember him or her when it’s time to buy another car. And building relationships is what long term success is all about!