As sales reps, we are often looking for ways to keep in touch with our customers that don't seem overtly like stalking. If you have not launched any new products or have any promotions to share, sometimes it can be hard to find a good 'excuse' to call a customer.

We know that keeping in touch with our customers on a regular basis is important - this is where we can really cement a relationship and prevent our competition from making inroads. I just read a fabulous book on the importance of rapport (see Chapter 10 in The Ultimate Sales Machine by Chet Holmes) - where he asks how well we think we know our customers. Most of us like to think we do a reasonable job of getting to know our customers and building rapport during our sales process, but how many of us can really say they know their customers? For example, do we know where they went to school, how old their kids are, what their favourite hockey team is, what neighbourhood they live in, what they like to do outside of the office, where do they see themselves in 5 years? Being able to answer these questions is taking rapport to a new level.

Here's another question: for your top customers, do you know when their birthday is? It's my birthday today - happy birthday to me! - and I am always touched by the number of people who reach out to me out of the blue on my birthday. Social media is great for that. It takes but a few seconds to send someone a birthday wish - but it often means a lot.

Now think about your top customers...what would it mean to them if you reached out on their birthday? All it takes is a bit of organization - finding out when their birthday is, putting it in your calendar as a reminder and then doing something about it on the day. It doesn't even have to be a grand gesture (ie. no cake necessary) - just a simple phone call could mean a lot.

Sometimes as a rep, we need to get a bit creative with how to keep in touch with our customers. Take advantage of all the opportunities around you including birthdays!