Don’t miss an opportunity this holiday season to send cards to past clients and share your warm wishes. Cards are always appreciated and can help remind a past customer of the great service or products that you offer.

Many decisions to buy are often made more off of emotional reasons rather than the obvious price, service or convenience. You still need to be competitive within these categories but if all things are equal between you and the competition a good relationship with a client will give you that extra push to bring a customer your way.

Remember to be respectful of religious backgrounds, don’t send a card with a menorah or the baby Jesus unless you know for sure what your customer’s religious beliefs are. If you don’t know go with a generic holiday “seasons greetings” and a picture of snowflakes, stars, presents or the similar. A few years back one of my Jewish friends received a card with the Virgin Mary and it had the adverse effect that the sender was intending.

Don’t be pushy with a sales message, just be sincere about your hopes for them to have a happy holiday. This is an opportunity to better your relationship, not make them aware of 20% off. Leave that to the sales flyers and emails.