Transform Sales Relationships with the Power of Writing

Credit: Bill Gillespie

When my daughter was six, I bought a leather journal. I wrote a note to her almost every day. Sometimes it would be a life lesson. Sometimes it would simply say, “I love you.” Other days it might be an explanation of discipline or heartbreak. I wrote whatever was on my mind.

I wrote in this book until the day of her wedding. I gave it to her moments before walking down the aisle. I’m not sure which of us shed the most tears. My hope is that one day after I’m gone, that journal will provide little visits with her father.

I’m doing the same thing with my son. I didn’t start as early, but it is getting done. Somehow, the timing feels right now. Perhaps there isn’t a wrong time.

I’ve shared this before. If you happen to follow me on LinkedIn you’ve probably seen posts along these lines. I believe in the written word. It’s personal, it pierces barriers, and it lasts longer than text messages or email.

I’ve always believed in writing notes. When I was selling, I sent birthday and holiday cards. I sent thank you notes, letters and congratulations. Each was hand-picked for the occasion and individual.

Don’t get me wrong. I left plenty of voicemail messages and I use email daily. But I don’t let either of these provide an excuse … or permission not to send handwritten notes.

This discipline made my relationships and my selling personal. Whatever I wrote reinforced that I was paying attention. The message was unique and relevant to each specific receiver.

Gang, you can’t do that with email. You can’t do it with marketing packets, robo dialing or AI generated copy. Those things take YOU out of the process. Use em … but use em in addition to your own, hand-picked, heartfelt written words.

Years ago, I did business with a large soft drink company in Atlanta. I had dozens of contacts all over their campus. Relationships were professional and the stakes were always high.

Each year I hand-picked holiday cards. I went to the store and picked out this one for Harry and this one for Sally and so on. I put thought into each relationship and looked for a card that would make them laugh. I wrote a personal note and hit the post office.

A few days later my phone would start ringing. When I visited their offices, cards were on display. This guy would ask this lady, “did you get your card from Gillespie? You won’t believe mine.” They had fun with it and so did I.

I did this with letters too. I have scrapbooks full of letters from some of the country’s most notable companies. I received theirs because I sent mine.

Salespeople and executives that propose to lead salespeople like to say, “it’s about the relationship not price.” That is true but relationships don’t come from AI messages and broadcast email campaigns. Relationships come from investing in personal touch.

Your words, your sentiment, your gratitude and your respect … when communicated to a prospect, have more power to make sales happen than your equipment or technology.

Trust me. Grab some paper and write a note. Address an envelope by hand and mail it to someone you do business with or want to do business with. You’ll be amazed by what happens.

I open every card, letter or note sent to me. I keep each one. Written words last for a reason.