On this episode, Paul talks about how and why to demonstrate your appreciation to your customers.
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“Gratitude is important in business.”
Your customers are important to you…and your family.
“Here’s the kicker….”
Have you thanked your customers lately?
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How should I thank my customers?
(Transcribed from podcast)
On today’s episode, we’re going to talk about thanking our customers. We want to demonstrate our appreciation for their business. So the question we’re going to answer is: How do we demonstrate our appreciation to our customers for their business? We’re going to get into that today. I’m also going to explain why it’s important to do that.
Before we do that, though, let’s give a shout-out to Andrea over at The Creative Impostor Studios. If you’re launching a podcast, if you have an idea for a podcast, or even if you have a podcast already and you just need help growing it, reach out to The Creative Impostor Studios. Andrea has a full suite of consulting services that she has available to help you. We’re going to have a link to her website on this episode’s webpage.
Also, pick up your latest edition of Value-Added Selling. Value-Added Selling is your go-to guide for selling more profitably. Regardless of how price sensitive or competitive your industry is, Value-Added Selling can help you grow.
With that being said, let’s get back to that question: How do we demonstrate our appreciation, our gratitude, to our customers? Obviously, with it being the Thanksgiving holiday here in the U. S., we’re going to focus on appreciation. So, first and foremost, I wanted to thank you, the Q and A Sales Podcast audience. Thank you for filling out the forms. Thank you for asking questions. You are the ones keeping this show going. So I want to thank you for your support. Thank you for sharing this with your colleagues, and thank you for continuing to listen. So thank you for that, first of all.
Gratitude is important. Gratitude is important in business because it’s not only just a common courtesy, but it lets your customers know how much they are valued by you. And customers want to know that they’re valued. Think about this. All of you, you’re customers at restaurants, bars, wherever you get your haircut. Think about how you feel when the places you frequent show you that they genuinely appreciate your business. That’s important. It sends the right message. The same way you feel is the same way your customers feel when you show them appreciation. So it’s critical. What I’m going to do today is share just a couple of examples that salespeople have shared with me over the years on how they demonstrate their appreciation for their customers.
One example of expressing gratitude, it came from a salesperson who attended one of our training seminars a few years ago. This salesperson had a great idea. He would actually change his voicemail greeting to thank his customers. Think about it. Your customers are calling you several times a day, and chances are, they might get a voicemail. He used that greeting on his voicemail to thank his customers. I don’t remember exactly what he said, but it was probably something like this:
“Hey, ‘customers’. I want to thank you for a great year. Thank you for your business. Thank you for supporting our company. We appreciate it. And I look forward to serving you in the future. Please leave me a message when you get a chance.”
What a great message. Think about what you can do. Something simple like that. Something simple that lets the customer know that you are thinking of them.
Another example from a seminar participant, shared that they like to send handwritten thank you letters at this time of year. Think about the handwritten note. It’s one of those things you don’t easily just throw away. You read it. Sometimes you save it. The handwritten note is always a great way to express gratitude. This salesperson would get a thank you letter out and send them, during the month of November, to their key customers. Not every customer, but their key customers. Send them a thank you note highlighting, maybe, a couple of things about the customer that they truly appreciate. They would give specific examples.
Think about that. When you receive a thank you card from sending a gift, at a wedding or something, usually the individual will highlight the gift that you gave them and how they’re going to use it, and how much they appreciate it. So, when you’re sending a thank you card to your customers, make sure you include some specifics, some details, some things that will let them know just how much they are appreciated. Sending those thank you notes is really critical.
Also, just picking up the phone and calling your customers. Right now we have a little more time on our hands. What if you spent this week, the Monday, Tuesday, Wednesday before the Thanksgiving holiday, just picking up the phone, reaching out to your customers and letting them know how much you appreciate their business. That’s important.
Now, this next example, I got to tell you, it made me laugh at first when I heard it, but it really makes sense and I love it. One salesperson, we were interacting on a virtual webinar. I noticed something. There was a sign behind their desk, and it had a picture of a company logo on there. It wasn’t their company. And so, I asked the salesperson, I said, “I noticed in your virtual background that you have a company logo. It’s framed and it’s hanging there.” I go, “What is that hanging there for?”
He goes, “Oh, that’s one of my biggest customers—one of my most important customers. I have their logo framed on this wall because I named my office after this customer.”
I said, “You did what?”
He goes, “Oh yeah.” He goes, “This is my blank-blank office.” (Meaning, the blank—obviously the customer’s name.)
I said, “So you dedicated your office to that particular customer?”
He said, “Yeah. Not only that, but I dedicate one room in my house to one of my best customers.” He goes, “I do this as a reminder to myself that these customers are the ones that enable me to have this house; that enable to live in this area.” He goes, “It’s a reminder of me to be appreciative of them.” And he goes, “Not only that,” he goes, “I will actually let the customer know, ‘I named my office after you this year.’ ‘I named the kitchen after you this year.’” He has that kind of relationship where he can say it in kind of a joking way, but he is able to connect with his customers at a deeper level. And he uses that as a reminder to let them know, “Hey, I appreciate your business. I appreciate the fact that what you do enables me to provide for my family.”
I’ve noticed this theme with other salespeople, where they will incorporate their family into their gratitude. One salesperson who was in one of our training seminars, again, mentioned that when he sells a piece of equipment, he will let the customer know, “I really appreciate your business and my family appreciates your business as well.” Throwing that extra line in there, it lets the customer know, “I really appreciate this, and I realize that you’re helping me provide for my family.”
So, when you think about it, we need to be grateful for our customers, not only for the business that they bring into your company, but also the fact that they’re helping you provide for your family. That’s something we need to acknowledge. We need to be aware of. And that’s something that we need to share with our customers.
So, this week, I’m encouraging all of you salespeople out there, reach out to your customers, do something for your customers that lets them know, “Hey, I appreciate you.” And here’s the kicker: You need to do this without any sort of expectation of getting something in return. We don’t do this so that we can thank our customers and then say, “What else can I sell you today?” We do this, we reach out to them and express our gratitude without expecting anything in return.
Make it a big day.