Show Kindness by “Learning” Your Customers
A friend of mine recently gave me a column authored by Harvey Mackay. Mackay is the chairman of Mackay Envelope Corporation, but he also is well known for his book Swim with the Sharks without Being Eaten Alive (New York: Random House, 1988). In that column (“Humanize Your Selling Strategy,” Harvard Business Review, March–April 1988), Mackay discusses the importance of learning the favorites and preferences of your customers and then using them to make your customers feel special. This entails everything from remembering birthdays and anniversaries to sending holiday gifts that have special meaning based upon the customers’ hobbies and habits. In the column, Mackay writes, “The best salespeople are ...
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