Appreciation is the Key to Retaining Customers

A personalized "thank you" note can do more for your business than the slickest, most expensive marketing brochure. By sending a brief letter or card expressing your genuine appreciation to customers, you'll build considerable goodwill towards your brand equity. And because so few business people avail themselves of this valuable means of communication with clients, you'll undoubtedly stand out.

The key to writing any note of thanks is sincerity. That's the word from Maria Izzi, an account manager with over 15 years of customer-relation experience. "Your message must be specific and heartfelt". Ideally, each note should be handwritten, however, if your client list is large and you're forced to send out pre-printed notes, be sure to personalize each one with a handwritten greeting.

Most importantly, be as specific as possible. Thank you notes don't need to be long and elaborate. A simple note saying, "Thank you for your business and continued loyalty. We're delighted to have the opportunity to continue to serve you," is better than a long-winded novel that dilutes your message.

Although it's traditional to thank customers during the holiday season, you'll help your business tremendously by sending thank you notes at other times during the year. Ideally, you should do this immediately after a customer has used your service or purchased your product.

Clients, of course, shouldn't be the only people you thank when you make a sale. If colleagues, suppliers or friends have referred new business to you, show them your gratitude as well. Even if they pass along a lead that doesn't pan out, you should still show your appreciation for their efforts. "Thank you are two words you can't say too often," says Maria Izzi. "It's a sure fire way to make a memorable impression."


Maria Izzi is an account manager for Homes Publishing Group
located in Unionville, Ontario.

ARTICLE HIGHLIGHTS