Be careful how you address prospects or customers. The slightest mistake may destroy the way they think of your company and any good will you’ve built with them.
In the mail this past Monday, I got an invitation to join the Society For Human Resource Management. They have two interesting taglines – “Leading People. Leading Organizations.”
Here is the way the invitation was addressed:
Mr. Bob Paroski
Non I.T. Staff
Word Crafters Copywriting and Marketing
I was taken back by that. I have known of this society for over 20 years and am familiar with the work they do. However, I have never been a member. The way they addressed their invitation leads me to question how they treat their members and how they look upon people in general.
What Has Me So Upset?
The “Non I.T. Staff” below my name. Why was that included? I assume they got my name from a mailing list. They could have used Copywriter or President or left the file empty. They chose to use “Non I.T. Staff.” What bearing does that have on me and my involvement with my company? Absolutely NONE.
When I first came across the Society For Human Resource Management so many years ago, I was impressed with the organization. In the years since then that has not changed. At least until now when I am being referred to as “Non I.T. Staff.”
Now everything has changed. They will have to do quite a bit to regain my trust. It’s amazing how such a little phrase can have such an impact on a person.
Why Do I Mention This?
I am not alone. There are many prospects and customers who have been turned off by minor things.
A prospect’s or customer’s opinion of you and your company can change instantly with the slightest ill-conceived phrase or comment. In an instant you may lose their trust and high opinion of your company which you have been building for years.
Right now when the prospect and customer are king and they are being pursued by all your competitors you cannot afford to take the smallest misstep. So be careful how you communicate with prospects or customers not only verbally but in everything you write.
