Giving Thanks
Justsell.com, a web site dedicated to sales professionals, says amp up your thank yous and begin building barriers to entry for your competitors. Because saying thank you is the rote response to so many actions, it has the reek of phoniness, even at its most genuine. So tweak your thank you and learn to express true gratitude to your customers.
Why say thanks? Most sales professionals work diligently to obtain new business, but are at once guilty of neglecting their current customers. Tending to your customer base can:
• Create product (in this case, you) evangelists
• Develop positive word of mouth
• Generate referrals
Companies that emphasize customer service usually enjoy success. (Think Apple, Starbucks and Google.) By rewarding people with an excellent experience you create a buzz about your brand. And remembering to express your gratitude in a heartfelt will create an expectation among your customers of how an insurance agent behaves. This expectation creates an obstacle for your competition.
Saying thanks doesn’t have to be elaborate or expensive. Writing a note is the very least you should take the time to do for all your customers. If you are already overworked, make it a bi-annual note instead of a bi-monthly one. But a note of appreciation goes a long way to making someone feel valued.
Thank-you note protocol
Be timely. Write them a note within 72 hours of the event, or make sure it arrives on their birthday, their (customer) anniversary or other important day.
Be classy. Use quality stationary (no college-ruled notebook paper here). Consider getting paper or note cards imprinted with your name and logo for such an occasion.
Be concise. Convey your thankfulness in 100 words or less.
Be authentic. Feel free to suggest a future meeting. If you are old pals, add a more personal statement that really shows you value the relationship. But choose your words and be real.
How often and in what way you give thanks depends on the future business you can expect from this customer and their colleagues. Check out this post on customer value scoring to rank your customers and determine what is appropriate.
Comments
Great post, Maribeth. You reminded me that I've got a few thank-yous to write. :)
I'd also add that sometimes the best and most meaningful thank-you note is the one that comes out of the blue--not necessarily a specific thank you, but a more general message of gratitude.
Excellent tips on being concise and authentic. I think a lot of people put off writing thank-yous because they feel obliged to wax eloquent or write in a tone that isn't natural.
Good stuff.
Posted by: Jeb | March 5, 2008 09:55 AM