Upcoming Teleclasses and Events:
12
Ways to Thank Your Customers: Client Appreciation
Strategies You Can Use Year-Round
By
Stephanie Chandler
One of
the biggest mistakes a business can make is investing
the majority of marketing efforts in attracting new
customers and forgetting about past customers. Your
current and past clients are the foundation of your
business because without them, your business would not
exist. It also costs far more to acquire a new client
than it costs to generate business from an existing
client.
Showing
appreciation for your clients can set you apart from
your competitors, increase loyalty, improve retention,
inspire sales and even build relationships that last a
lifetime. Reaching out to your clients is also an
opportunity to remind them that your business exists.
Effective marketing relies on repeat exposure and
showing appreciation is an affordable and effective way
to keep your marketing wheels in motion.
One
note of caution: some companies and industries have
strict guidelines about accepting gifts. This is
especially true of media professionals and government
workers. Gifts can be construed as bribes so when in
doubt, ask your clients if such policies exist or stick
to sending items with no monetary value.
Following are client appreciation strategies that can
help you cultivate client retention.
1.
Greeting Cards
The
Guinness Book of World Records lists Joe Girard, a car
salesman from Detroit, as the world’s best salesman.
Girard earned the honor by selling 18 cars in a single
day. One of his secrets to success is sending 12 cards
per year to every single customer and prospect. There
are dozens of major and minor holidays throughout the
year and each provides a great reason to send a card.
2.
Personal Notes
Thoughtful and unexpected thank you notes can be sent
after client appointments, following a purchase or
whenever a client has done anything deserving some
appreciation. While sending an e-mail may be quick and
easy, you will make a better impression by sending a
note in the mail.
3.
Invitations
Though
it is important to recognize all of your clients, it is
just as important to pay extra attention to your top
clients. Spending time together outside of the office
gives you a chance to cultivate the relationship by
getting to know each other better (in the sales world,
this is called “face time”). Consider inviting your top
contacts to lunch, dinner, sporting events, charity
functions or other events where you can spend time
together.
4.
Small Gifts
Flowers, books, a mug full of candy and other token
items can make thoughtful gifts for clients. These can
be sent on special occasions such as birthdays, holidays
or anniversaries, or can be sent for no reason other
than to show your gratitude.
5.
Food
Everyone loves food. Consider sending cupcakes from your
local bakery, providing a catered lunch at your client’s
office or dropping off a tray of cookies.
6.
Gift Cards
Sending
gift cards for items or places your clients will enjoy
can have an added benefit: they will think of you when
it comes time to redeem the gift! Options include coffee
shops, restaurants, movies, bookstores, office supplies
or anything else your clients would appreciate. For even
more mileage, consider partnering with another business
and send each other’s gift cards.
7.
Referral Rewards
The
highest compliment you can receive is a referral to your
business. This gesture deserves recognition in the form
of a thank you note, discount on services or small gift
card. Always acknowledge when a customer sends business
your way.
8.
Reverse Referrals
If your
clients are business owners, look for ways to refer
business to them. This is an unexpected gesture that is
sure to set you apart.
9.
Customer Appreciation Days
Designate one or more days each year to celebrate your
clients. You could offer a customer-only secret
promotional sale, give away lunch if you have a physical
location or provide a special bonus to those on your
mailing list.
10.
The Gift of Information
Ebooks,
reports, workbooks, videos and other types of
information products can make great gifts. For example,
compile a list of useful tips that your customers will
appreciate and either deliver it via e-mail in a PDF
document or publish it in booklet format to mail or hand
out.
11.
Host Events
Host a
party or an open house at your office or a restaurant.
If your clients are geographically dispersed, you can
hold a virtual event by inviting them to participate in
complimentary online seminars.
12.
Life Events
If you
know that your client is getting married, having a baby,
being promoted or enjoying another major life event,
send an acknowledgement—even if it is a simple card.
Your gesture will not be forgotten.
About the Author:
Stephanie Chandler is the author of several business and
marketing books including FROM ENTREPRENEUR TO
INFOPRENEUR: MAKE MONEY WITH BOOKS, E-BOOKS AND
INFORMATION PRODUCTS. Discover hundreds of resources for
entrepreneurs at
www.BusinessInfoGuide.com. For author and speaker
details visit
www.StephanieChandler.com.
*This
article can be reprinted in full provided the author
resource box is included with the publication.
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