Communications to Get, Keep, and Satisfy Customers an e-mail. Then offer a discount certificate or a free gift to the customer if he or she orders. Essential elements: You don't want to be too pushy in this situation, but a polite request for an explanation is good business. Your letter should include: 1. The fact that you haven't heard from this valued customer in a certain period of time. 2. An assurance that his or her business is important to you and valued. 3. The simple question "May we still call you a `customer'?" 4. Instructions to jot a response on the back of the letter and return it in the enclosed self-addressed, stamped envelope (if you are using a printed letter for this correspondence), or a request to simply reply to your e-mail. Sample: "We miss you, and we want you back!" Dear Mr. Smith, It's been more than 18 months since you last favored us with an order. Did we do something wrong? Your business is important to us, so we would like to know why you haven't been in touch. Could you take a moment to let us know whether we can still call you a customer? There is no need to dictate a letter. Simply jot your reply on the back of this letter and return it to me in the postage-paid envelope enclosed. [If using e-mail, simply request that the recipient reply.] Thank you for your time and effort. Sincerely, Daily business transactions Every day your business success requires communication with your custom- ers. Most rather routine correspondence is offered in this section. You can use these letters, e-mails, or memos as guides to help you with all the occasions you need to say something important to the people who keep you in business. Follow-up on a sales discussion Background: After an in-person or telephone discussion with a prospect con- cerning his or her needs, reiterate your strengths and methods in a follow-up note. 145