Q: We’re really trying to emphasize the importance of having a year-round relationship with our exhibitors. How can we create a sales communications strategy that will support that goal without overwhelming — and annoying — exhibitors?

A: Walking the fine line between informing and annoying your customers can be a tricky proposition; however, I’m a firm believer that it’s possible to do it constructively and effectively. Especially within the midst of what will undoubtedly prove to be a protracted economic recovery period, retaining customers is of paramount importance.

Establishing and maintaining strong relationships should be at the core of every retention strategy. People don’t care about how much you know (all your stats, and data and copy), unless they know how much you care. Try catering to them and their business rather than treating them as numbers in a database of clients. I believe that trust, candor and transparency are central to any effective customer-client relationship. You get to this level by consistently sharing information that not only helps your client approach your show, but also helps them approach their business. Not only do marketing departments do an excellent job of sharing pertinent and helpful show information, but also I encourage salespeople to personalize their communications by sharing information that may be custom-tailored or specific to their customer’s business. And I’m not simply referring to selling them, but helping them. If you aren’t already doing so, here are some examples to try:

Handwritten notes. I’m not sure if there’s anything as effective or appreciated as handwritten notes. They demonstrate your willingness to spend your valuable time on a client. Whether it’s a congratulatory note for a promotion or a “thanks for your business” note, they’ll never backfire on you. Forwarding an online or printed article relative to the client’s business.What a thoughtful way to impart helpful information. Your own personal newsletter that you send to clients on a regular basis (weekly or monthly).We often do this with great response from our customers, who specifically refer to their salesperson’s “electronic postcard.”

Regional mixers or get–togethers where you might invite your clients and prospects to have a cocktail and a light meal without the expectation of “being sold.” Pick up the phone and serve! Technology is great. Electronic communication is a wonderful, efficient medium; however, for the customer, it will never take the place of hearing your voice ready to serve their needs compared with trying to sell them something. The bottom line? As Geoffrey Gitomer says, “People hate to be sold, but they love to buy.” I believe you have to give them every opportunity to buy-in every day.

Regular communication is key. Keep them engaged with some of these examples and in other personalized ways and you’ll do just that.

Dan Cole is Vice President of Sales and Business Development for the Consumer Electronics Association, which draws more than 3,000 exhibitors to its largest annual show, the International Consumer Electronics Show. Cole is a regular speaker on sales-related topics at industry events. In 2005, the International Business Awards named him Best Sales Executive. He can be reached at dcole@ce.org.