Sales Messages in Holiday Greetings?

Jessica wrote to ask about the etiquette for sales letters in holiday greetings. She wanted to know whether sales letters should be included in holiday greetings, and if so, how long they should be.

Here's the answer: No sales messages in holiday greetings. Holiday greetings are about building relationships, not about making sales. Use your holiday cards and messages simply to thank customers and clients and wish them a happy new year. The sales will come if the relationship and product are solid and the pricing makes sense to the customer.

That said, it is fine to include a discount coupon or an item related to your business as a gift. But don't send it with a catalog or pricing information. That would be an obvious sales gesture.

Happy holidays!

Lynn
Syntax Training

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Lynn Gaertner-Johnston has helped thousands of employees and managers improve their business writing skills and confidence through her company, Syntax Training. In her corporate training career of more than 20 years, she has worked with executives, engineers, scientists, sales staff, and many other professionals, helping them get their messages across with clarity and tact. A gifted teacher, Lynn has led writing classes at more than 100 companies and organizations such as MasterCard, Microsoft, Boeing, Nintendo, REI, AARP, Ledcor, and Kaiser Permanente. Near her home in Seattle, Washington, she has taught managerial communications in the MBA programs of the University of Washington and UW Bothell. She has created a communications course, Business Writing That Builds Relationships, and provides the curriculum at no cost to college instructors. A recognized expert in business writing etiquette, Lynn has been quoted in "The Wall Street Journal," "The Atlantic," "Vanity Fair," and other media. Lynn sharpened her business writing skills at the University of Notre Dame, where she earned a master's degree in communication, and at Bradley University, with a bachelor's degree in English. She grew up in suburban Chicago, Illinois.

1 COMMENT

  1. Hi Lynn, This was a very timely post. I was in process of framing greetings message to our clients/prospects. When sending a greeting, relationship is the focus and sales can happen as a by-product. The intent has to be relationship building. On that note, wish you a Merry Christmas and a Happy new year, in advance!

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