GREAT 180 IDEA: Get to Know Your Customers Personally

Soon after landing a job as a financial reporter at the Los Angeles Times Orange County, California, bureau, I was sent to interview David Tappan, then chairman of Fluor Corporation.

Fluor is a giant, a global engineering and construction firm. Anxious about meeting with such a high-profile executive, I did my homework. I read his biography, scoured the annual report, and prepared a list of intelligent questions.

I arrived early and checked in with the security guard. At the exact moment of my appointment, his well-dressed secretary ushered me into his enormous office. My heels sunk into the deep carpet. Tappan, a handsome, silver-haired man, stood up gracefully, smiled, and extended his hand.

“Welcome to Fluor,” he said, making me feel at ease. “Before we get started, Jane, tell me, how is Joe adjusting to life in Costa Mesa?”

I was puzzled. How did he know my husband's name? How did he know where we lived? Then, he asked if our daughters were enjoying their new nursery school.

Flustered, I asked him if he hired private investigators to collect information on every reporter who requested an interview. He laughed and pointed to his Rolodex, as big as a compact car tire, sitting on the credenza behind his desk.

“I like to know who I'm doing business with,” he said. “So I ask my staff to do the research before I meet with someone I haven't met before. Then, I write the details on these cards.”

I will never forget that meeting and how comfortable he made me feel. Although he was running a giant multinational company, he acted like a small business owner who wanted to know everything about me.

You don't have to be a bigwig to find out something about the person you are about to meet. It's incredibly easy today, with all the information posted on LinkedIn, Facebook, Google, and company web sites.

After doing your online research, call mutual friends or acquaintances. When you meet someone new, don't be shy about asking for basic details about their spouse, significant other, children, or pets. Most people like to talk about themselves.

We all like to do business with people who are genuinely interested in who we are and what we do when we aren't working. With e-mail, it's easy to keep in touch. But, please, send a paper card for birthdays.

Speaking of cards, I started sending Thanksgiving cards and gifts to clients to beat the Christmas rush. I also scheduled holiday presents to be delivered during the first week in December.

It sounds old school, but nothing makes a positive impression like a handwritten note. The most successful, important people I know still write notes.

One of my friends—a person who once advised President Clinton and was later appointed by President Obama to head a high-profile, bipartisan commission—still sends me handwritten notes. And, of course, I send him a handwritten note in response.

If you really can't bear to write personal notes, check out Send Out Cards. The company makes it easy to go online and keep in touch with customers, friends, and family members. (Read my exclusive interview with founder Kody Bateman at the end of Great Idea #99.)