Make each first contact count by turning the transaction into a personal encounter. Here are some ways to do just that …

• Commonalities. When you're talking (or e-mailing) a new customer, ask about common acquaintances. When your new customer feels that you're part of his “circle,” he may want you to remain there.
• E-Card. After first contact, pass along your e-card and ask your customer to place it in his contact file. Ideally, it should contain all of your contact information – address, telephone numbers, e-mail address, and web site – along with a photograph, key product info and a brief but compelling business message.
• E-Friends. Do you sponsor an active social networking page? If so, invite your new customer to link up. (And if you're not using social networking, why not?)
• Freebies. Foster first contact by inviting prospects to place an “order” for a tantalizing (but inexpensive) product or service, or some valuable information.
• Games. If games, puzzles or contests are part of your promotional mix, be sure to let your new customer in on the fun. Pass along instructions, game cards, or web links – and let him know you're looking forward to his participation.
• Help. Let your new customer know that he/she's your priority. Ask how you can help him/her in the future.
• Introductions. When you're in post-first-contact mode, introduce yourself. Share details about your business background, family, education, interests and avocations. Give your customer a chance to see you as a real person.
• Invitations. A party or social event is a great way to cement a new business relationship. Consider inviting your new customer to a customer “get together,” open house, anniversary celebration or other event. When they arrive, be sure they each gets a name tag, a gift and, most important of all, a personal welcome.
• Links. Send a few useful web links to new customers. Think about sites or blogs that you find helpful and insightful, or sites that offer a bulls-eye focus on your new customer's interests.
• News. If you keep close tabs on what's going on in your field, how about passing along a captivating news bulletin or piece of expert commentary to your new customer? Perhaps with a handwritten “thought-you'd-be-interested” note.
• Orientation. Offer your newfound customer a brief “orientation” to yourself and your business. This might consist of a simple fact sheet, a DVD, a link to your “About Us” web page, or a colorful question-and-answer brochure highlighting your capabilities and strengths.
• Photographs. A picture can be worth a thousand words. If you can't meet your new customer in person, send along a picture of yourself, your co-workers, and some scenes from your operation.
• Promises. What's your brand or company promise? After first contact, inspire customers by sharing your promise – and commitment – with them. The promise, stated in a brief letter, card, or personalized giveaway, will do the trick.
• Questions. After you meet a new customer, ask a few probing questions about his/her needs. Jot the responses in your customer data file. And the reverse is also true: extend an open invitation to new customers to ask questions of you.
• Referrals. Is your new customer a business buyer? If so, can you offer a sales referral or two? Or a few referral tips?
• Response. After a prospect contacts you with a question, offer the most personal response possible – an e-mail message written specifically for that prospect , a telephone call, or handwritten note. Your prospect will notice.
• Rewards. If you have a rewards program, be sure to give your new customer a rewards card. And you might consider offering double- or triple-purchase credit for a first time order.
• Staff. If your new customer might communicate with your employees or colleagues in the future, pass along their photos and bios (make them short, punchy and interesting). This simple getting-to-know-us gesture is a great relationship-builder.
• Surprise. What can you do to surprise and delight a new customer? An extra quantity of product? Hand delivery? Cash back? Discounts for the next 90 days? Pleasant surprises can foster strong relationships.
• Survey. Send a brief (three- or four-question) survey to new customers. Perhaps you might ask them to “rate” their experience so far. And let you know what's important to them in future encounters.
• Testimonials. Pass along a few testimonials from satisfied customers. Let your customer know that 100% satisfaction is your goal, and welcome your new customer into your business network.
• Thanks. After that all-important first order or first request, be sure to say “thank you” – in the most personal manner possible.
• Tickets. Do you purchase blocks of tickets for regional or community sport or entertainment events? If your new customer is located nearby, consider passing along a couple of tickets – and be sure to offer a hearty and gracious welcome at the event!