Never, ever, underestimate the value of saying thank- you. By the same token, don’t underestimate the potentially negative influences of keeping appreciation to yourself- especially in business.
Clients always have a choice. While your best bet to keeping clients happy and rewarding them for having chosen you is by delivering top-notch service and exceeding their expectations, acknowledging the fact that they chose you- and that you appreciate it is not only polite, it is crucial to generating business in the future.
It’s Not Just Business, it’s Personal
In the relationship-based business, there are a lot of cross-over elements from personal relationships; nuance and emotional connection are either the adhesive that binds a relationship together over the long term, or can be the source of cracks to threaten the foundation.
While your relationship is rooted in business, the emotional content resides in a very different place. It is that connection that resonates with clients; it is from this connection that trust grows, and context is given to those important intangibles like integrity and accountability that people need to move forward in client centric business.
Simply, if you don’t thank clients, you run the risk of hurting their feelings, or having them feel unappreciated. Clients who don’t feel appreciated are much less likely to refer friends or family, or to return to do repeat business- especially if they feel that their business would be more appreciated by someone else.
It Really is the Thought that Counts
Saying thank- you to a client doesn’t have to be a grand gesture.
If you are considering showing your appreciation with a gift, even something small, if presented with genuine appreciation goes a long way.
Often all that is needed is a small token, a coffee card, a book or something similar. Or, to really emphasize the relationship aspect of your business, get the client a gift card for their favourite store, or for one of their favourite activities, to show that you’ve been listening.
The key here is not to fuss over what to get; it is all about delivery and sincerity of the message.
The Writing is on the Wall
In this electronic age, we favour speed, access and immediacy when communicating.
When saying thank -you to a client, consider using the time-honoured, often –overlooked handwritten note on crisp, nice stationary or a card.
Sitting down and putting pen to paper accomplishes a number of things: It personalizes the message. It sets up a direct sense of contact between the sender and recipient. It also supports the sincerity of the appreciation, because it suggests that you took extra time and preparation to deliver this message.
A Gesture in Moment; an Eye to the Future
There are logical connectors, and there are emotional connectors. Logical connectors will entice clients in the moment; emotional connectors are what help a client make a decision to stay with you over the long term. It’s all about feeding those connectors.
Saying thank- you not only supports the relationship in the moment, it gives base and reason for referrals in the future.
Creating an atmosphere of good will through gratitude facilitates the ask for referrals as well. It almost seems a logical next step, when you’ve got them feeling all warm and fuzzy.
Timing is Everything
We’ve established that the how is important when delivering a thank you- but as important is the when.
You have a brief window in which to extend a thank-you. If you miss the opportunity, the impact of the message and of the sincerity of the gratitude diminishes.
Make sure you send your gift or note immediately following a transaction or other event. This keeps feelings of gratitude fresh in everyone’s mind.
No matter how you say thank-you, make sure it is out loud, and make sure it is often. As Gladys Stern said, “Silent gratitude isn't much use to anyone.”
Rick Moran, AMP, OMB # M08001997
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