Prospects become clients and referral resources when they know what you do; when they’re confident you know what you do; and when you help them remember you when a need for your product or service arises. Follow-through is critical to helping prospects keep you in mind.

Help your sales force distinguish themselves from the pack by cultivating the habit of following through in writing. Pass on these three tips:

HAND WRITE A PERSONAL NOTE.

It doesn’t have to be long, two or three sentences are enough. A short, hand-written note is effective because so few people do it. It doesn’t take more than: “It was great to meet you; I wish you success.” Think of how many pre-printed Christmas cards you received last season. Now think of how many handwritten notes you’ve got since then. Which are more memorable?

SEND AN INFORMATIVE NEWSLETTER.

A quarterly newsletter packed with useful information is a great way to let people know how skilled and knowledgeable you are. A sales pitch will go right into the trash with other hard-sell material, so write articles that are genuinely informative and useful, even if the reader doesn’t do business with you.

FORWARD AN ARTICLE.

Last week, Lesley High sent me an email message. “You must read page 70 in 'Inc.' magazine,” she wrote. “If you don’t have it, I’ll fax it to you.” What a fabulous way to write! Quick, packed with content, and easy to use as a springboard for a new conversation.

Remember that people do business with people they know. Let your prospects get to know you in writing.