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How a Single Word Could Lose a Client

9th Apr 2014
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In this democratic age, it is easy to offend accidentally when writing or speaking to a client or prospect.

If you receive a new referral and the first communication is by letter or e-mail, do you panic? Quite possibly you should, since a single wrong move could jeopardise what might be a prosperous, long-term relationship before it even gets off the ground.

Should the initial address at the start of a letter be Dear David or Dave, Becks, Beckham, Mr Beckham or something else?

If the prospective client is female, it only gets worse. Assuming that Dear Madam and All Right Darling are out, the possibilities might include Victoria, Vicky, Posh, Mrs Beckham, Ms Beckham or Miss Beckham.

At the beginning of an e-mail, things are equally tricky with the debate as to whether to start with Dear, Hi, Hey, merely the name or some other variant.

In many cases, it will not make the slightest difference whether you go for formality or something more relaxed. However, if this columnist is anything to go by, the use of a Christian name by somebody trying to sell something that you don't want and didn't ask for can be deeply offensive. Why would I want to be friendly with a cold caller trying to sell me a wholly inappropriate insurance policy or, perish the thought, annuity?

With someone that you are trying to seduce into a lasting relationship, of the business kind obviously, a mistake at this stage could cost your firm or company thousands over the years.

If the client thinks that you are too frosty, they may disappear into the arms of someone rather cuddlier. On the other hand, something overly pally might raise their hackles and lead them towards your much better bred competitor.

Some initial research might be helpful. The age and upbringing, not to mention business area could be critical. While somebody educated at Harrow or Eton might appreciate the use of a surname with no title before it or even conceivably an affectionate nickname, somebody in the music industry who left their comprehensive at 15 might not.

Using similar principles, most 70-year-olds will probably bristle when someone younger than their grandchildren uses a diminutive of their Christian name, while those grandchildren are unlikely to introduce themselves as Miss Whoever. It was so much easier in Jane Austen's day when etiquette was rigid with the eldest daughter referred to as Miss Bennet and subsequent ones as Miss Elizabeth Bennet etc.

All of this is difficult and can be pretty stressful but you might just get it right.

There is a much easier route for those that are determined to guarantee a failure.

Being called Philip demonstrates one of the most challenging tests that even apparently intelligent individuals fail to overcome on a regular basis. If someone trying to do business with me manages to spell my name incorrectly, usually using two Ls although two Ps at the end is also not unheard of, they must have a very good product to keep me reading.

However, the ultimate insult is to decide that my parents were not good enough in the naming stakes and try Patrick, Peter or Paul.

The moral of this story is that a minimal amount of care in preparation can either cost or yield a mint.

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By jimmercy
09th Apr 2014 09:45

How did the initial contact refer to themseves

The initial contact assuming it is via a referral will hopefully set the tone itself.

So if they sign off the letter or email in a formal manner, I would reply in kind, similarly if they are obviously relaxed and informal I would reply in that way.

Of course it could be a trap!

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By User deleted
09th Apr 2014 12:28

Hmm ...

... if they give a phone number I would use it, if not a short note saying thank you for your enquiry, as there is so much to discuss can you either call me to arrange a free consultation or let me have your number and a convenient time to call you to discuss your requirements fully.

I would never go in to great depth in writing on first contact.

As said above though, mimic the senders tone and address accordinlgly, although I would probably draw the line a "hey fellah", even if that is how they addressed you, I would probably default to "hi" for such cases, then either Dear Mr Surname or Dear Firstname depending how they aprproached me and finish with "regards" in teh first instance and "Yours sincerelyy" in both the others.

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