Sales and marketing tips can literally fall into your lap and that's exactly what happened to me recently. While half awake, still in my bathrobe, drinking that critical first cup of coffee and opening the newspaper, a small note fell into my lap. It was from our delivery person, and is truly the essence of great customer service.

You see, for the third morning in a row my newspaper was in my driveway instead of my paper box. Monday, I just thought it was a mistake. Tuesday, I thought it might be a substitute delivery person. But Wednesday it seemed like a new pattern and I was getting upset. Then the note fell out. It said, "Dear subscriber, I would like to thank you for your patience and understanding while I am having car trouble. This has resulted in my "throwing" the paper on the ground as I am using a borrowed van and cannot reach the tubes. I am sorry for any inconvenience and will have this problem rectified by the end of the week. Thank you for understanding." Signed, Becky.

A lot of companies talk about (but few implement) really good customer service. This lady lives it out with her customers. So instead of making a complaint, I did understand. Plus, I was quite relieved to learn my trusted delivery person was still on the job. She has always provided great service to us and we would really miss her if she was gone.

How many of your customers would miss you? When was the last time you dropped them a note or picked up the phone and called (just to say hello/how are you, not to pitch a product)?

Little things like this make a tremendous difference in the way customers view us and are foundational items in keeping clients bonded to us. Seniors grew up and lived in a time when outstanding customer service was the norm, not the exception. Thank you cards and personal calls were the standard operating procedure. This type of activity keeps all age customers coming back for more, and has them talking nicely about you to everyone they know. I don't know of any sales activity that pays more dividends than these "little things."

The holidays are coming soon and many marketers will send cards to clients. Why wait till then and be part of the herd? Do some pre-holiday notes, cards and calls now, stand out from the crowd, show customers that they are important and you remember them. You can bet this will have them remembering you, fondly.

Don't forget this old sales adage: "When should you tell your customers that you care about them? Before your competition does!"

Published: October 28, 2002

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Gary Onks, founder of Sold On Seniors, Inc., is an author and marketing consultant who has been featured in The New York Times, The Chicago Tribune, The Washington Times, CBS Radio Marketwatch, Microsoft bCentral and other publications. His book "How You Can Reach & Sell the $20 Trillion Senior Marketplace" is acclaimed as "the 'Art' of pleasing senior customers." Onks has sold millions in goods directly, one-on-one to seniors. His experience includes serving as executive director of a large retirement community and selling to seniors for over a decade. His trademarked Seniorized marketing methods deliver exceptional results. You can reach him at 800-416-8785, GaryOnks@SoldOnSeniors.com or at his website www.SoldOnSeniors.com.