Business to Business Holiday Email: Why Generic is Worse Than Doing Nothing

Online, November 16, 2009 (Newswire.com) - SCOTTSDALE, AZ November 16, 2009 - "The question used to be, 'Is it appropriate to send holiday wishes in an
email?'" says Sue Hershkowitz-Coore, sales trainer and author of How to Say It To Sell It. With the current
economy, that question is moot. The issue, she says, is figuring out how to do it well.

Be meaningful - from their viewpoint
"The most important thing to remember is this: Make the message meaningful to the other person," suggests
Hershkowitz-Coore. Sending a generic "Wishing you happy holidays from all of us at fill-in-the-blank" can actually
backfire. "Customers know you've sent this to everyone in your database. It's equal to mailing a pre-printed greeting
that no human hand - or pen - ever touched. Meaningless!"

According to Hershkowitz-Coore, "The goal is to help recipients feel good about themselves and your relationship.
Mention something they've accomplished that you're proud of them for, something accomplished together that
impacted their company, something that reminds them that you have a successful relationship."

No business
"Whatever you do, don't be tempted to ask for future business in your holiday greeting," says Hershkowitz-Coore.
It's in poor taste to pretend you're sending a thank you when, in fact, you're creating a promotional piece. "Looking
forward to our paths crossing soon," is as close as you can get, she says.

Sound like yourself
It's easy to get caught up in the hype of the holiday and start "waxing philosophical" says Hershkowitz-Coore.
Make your message heartfelt, conversational and concise. Don't copy a message someone else wrote. If your
company style is edgy, use that edginess in your holiday greeting too. No rule says you have to be serious.

Don't sip and send
If you haven't made your email holiday list, don't start after a few glasses of eggnog. Drinking and sending email
never work well together and all that holiday cheer can be a problem. "Being friendly and familiar are different. After a
few cocktails, it's easy to forget that customers aren't our best friends forever." Avoid getting carried away with your
sentiments, treating email holiday writing just as you would any other business project.