Was reading Collapse of Distinction by Scott Mckain on the airplane this afternoon. I have mentioned it already. I tell you this because then I came home and opened my email to see two emails (OK there were really 61 but two worth mentioning here);

First an email from someone I have NEVER done business with that opens “Dear Client.” Nice touch.

Then another one from someone I do business with that opens with “Dear Distributor.”

How lazy it THAT? They already have my contact information, cant they format the thing to put my name in the opening? I KNOW they can they simply choose not to.

They are doing nothing to distinguish themselves. Please put in the minimal extra effort to make customers and employees feel like more than a generic, interchangeable part. The competitive landscape demands this today if you want to truly succeed.

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