I received an exceptional email from a founding partner of a national window covering company. He thanked me for my interest in their company and reinforced their commitment to the “health, happiness and safety of our team and our customers.”

So far, so good.

He then said, “You’re in great hands with your Design Consultant, but please don’t hesitate to reach out to me directly if you have any questions or if there is anything I can do to make your experience with us more enjoyable.”

Frankly, this is probably an email that is sent to everyone who books an appointment. That doesn’t matter. What does matter is that I haven’t bought anything. I’ve only made an appointment.

It doesn’t take a rocket scientist to know that the simple act of sending this email goes a long way in making the sale. Clearly, the team behind this founding partner needs to live up to his words, and it will be intriguing to see what happens at and after this appointment.

What interests me now is what you can do to reinforce your values and interest in the people who are trying your company on for size. What would your message sound like? Would your team be able to back up and reinforce what you said? Would your management team “own” such a strategy?

This may be an interesting management team exercise. Instead of your typical management meeting, brainstorm the creation of such a message and how they would feel standing behind it. This act of engagement would go a long way to create management ownership, as long as that they don’t feel that they “have to” follow along.

It’s worth a try and I look forward to hearing what you discover.

Header image by Mart Production of Pexels.