by Steve Adubato, PhD

I was listening to Harvey Mackay, author of “Swim with the Sharks without Being Eaten Alive,” at a recent J.H. Cohn / Star-Ledger Executive Business Forum. Mackay, a master of customer service, was talking about how to stay connected with your customers, employees and other stakeholders when they are being bombarded with information at this most hectic time of year. One of the things that Mackay said that really struck me was that Christmas cards were basically “a waste.” What? Christmas Cards? Aren’t we supposed to send them? Don’t they communicate that we care? Well, according to Mackay, the vast majority of Christmas cards wind up getting lost or tossed simply because of how many are being received. His suggestion? Send a Thanksgiving card instead. No one sends them. You will stand out. (I know it is too late for this year, but not for next.)

What else can we do to make the connection during the holidays by how we communicate?

• Make it personal. No matter when you send a holiday card, it is critical that you take the time to write a personal note. The more you write and the more personal the tone, the greater the impact. It’s important that the recipient knows that you took the time to think about your message and the unique business relationship the two of you have.

• What about your own INTERNAL customers? Your employees. Annette Catino, CEO of QualCare, Inc., has a unique way of communicating that others might consider. Last year Catino sent a one page letter to all of her employees updating them on the progress of the company. In that letter, she said, “…in lieu of our annual Holiday celebration, we are closing the office on December 26!” Plus she announced they were getting a bonus. Annette Catino knew what her employees wanted most, which was a day off to spend with their families and some extra cash in their pockets.

• What about sending an update on your organization’s progress to outside customers and stakeholders? I don’t like it. Think about it. It’s a holiday greeting and you’re talking about yourself and the great things your organization is doing. It’s the wrong message at the wrong time. Holiday communication should be more about the other person. It’s okay to be helpful to your customers over the holidays, but don’t try to pitch for additional business in a holiday greeting. It’s tacky and often backfires.

• Some people say e-mailing your holiday message is a more efficient and cost-effective communication technique. In some cases, maybe. It’s okay on an isolated basis to give a holiday greeting via e-mail to a business associate, but only if it has that personal feel. As soon as it has that mass e-mail feel, it loses the effect.

• Face-to-face communication. Some people like to get together during the holidays with special clients and customers. In theory, this makes sense. However, there are so many demands on people’s time over the holidays that this gesture can be seen as a pain in the neck. Select a few business associates that you have a very personal connection with and ask if they would like to get together for a drink or for lunch. Give them the option.

• Don’t forget the phone. An alternative is to place a phone call right before the holidays and say, “Jim, I just wanted to reach out and wish you and your family all the best over the holidays. Talk to you soon.” Even a voicemail-communicated message can have a positive effect.

How do you communicate that you care during the holidays?