In the next two minutes I am going to share with you a simple strategy to boost your image and popularity among all of your clients, to increase your job security, create new opportunities and massively increase your income, by treating them like Dogs! At least like my dogs!

A couple of years ago I was doing some training work with a major insurance company, and the subject of follow-up arose. I pointed out to them that, in spite of paying them several thousand dollars as a client, the only contact I had ever had from their office had been my renewal statement. Then I told them that, in some respects, my dog was treated better than I! Let me explain.

Some years ago my dog, Winston, needed a vet. My wife took him to the nearest local Animal Hospital. They took care of his problem and sent him home with some tablets.

A few months later, we moved to a new house some 30 miles away. Now, I’m sure you’ve had the same experience when you moved into a new home. You get truckloads of junk mail from Realtors, insurance agents, landscape contractors and charities all vying for a piece of your disposable income. However, I admit to being surprised when I found a letter addressed to Winston Wood. I had never really thought of Winston as having a last name! I showed it to my wife and commented that someone at somebody’s headquarters must be really screwed up if they had started sending junk mail to dogs. Imagine trying to make a cogent sales presentation to a dog! However, when I opened the envelope on Winston’s behalf, I discovered that it was no mistake.

The contents were indeed intended for Winston Wood. Inside was a birthday card from the animal hospital. Immediately, I felt a guilty twinge because I had no idea it was his birthday. So, I jumped in the car and rushed down to the store to get him a bone. My wife and I laughed, put the card on a coffee table, and told all our friends about the incident.

My dog was late on his 1040 again this year.

Over the next few months Winston and my other dog, Sally, received several additional pieces of mail, all addressed to them personally. There were get well cards after their shots and Christmas cards. Believe it or not, Winston even received a 1040 DOG form at income tax time.

My wife and I now live 30 miles from the Laguna Hills Animal Hospital, and although Winston loves to travel, Sally drools and throws up every time she even sees a car. There are twenty veterinary clinics that are closer, all staffed with fine, caring doctors. Some may be less expensive, and some of the nearby vets are my golf buddies. Where do you think I take my dogs when they need care? Right again! I drive 30 miles with Sally drooling all over my car and Winston hanging out the window, panting happily at other drivers. Why? Because I feel that if they take the time and effort to send cards to my dogs, they must be the best vets in town. People who care get my business, and they show they care by sending something tangible to me!

When I won the Club Championship at my golf club in California a couple of years ago it was the biggest kick I had had on the golf course in 15 years. I was ecstatic but my name didn’t even make the club’s monthly newsletter! I pointed this out to the pro one day while playing with him. He fixed it the following year. After listing the current champion there was a by line that read .. by the way last years champion was Andrew Wood…. Way to make your members feel special Mr. Pro!

When your clients have a birthday or anniversary send them a card. At Christmas send them a card. Scan the local papers to see if they win anything such as a golf tournament or sales award. If they do, send something congratulating them on their performance. Add a short personal note about their wonderful score, great innings or the size of the fish they caught. I don’t care whether it’s the Golf Club Championship, the Bass Fishing Championship or the Friday night mixed tennis doubles, to the people who win it’s equally important to THEM!

People don’t care how much you know until they know how much you care. Show them you care!