This year, saying “Thank you” is more than just polite

Saying Thank You

If you are even only average at what you do, you will have a group of customers who require nothing more and would go nowhere else, either by necessity or because they feel some sense of loyalty. This year, more than ever before, you simply must take the time to strengthen that feeling in them. What is a loyal customer, and how are they different from a satisfied one?

A loyal customer is, plain and simple, your lifeline and, in times like these, your safety net. They are the ones who walk blindly to you when they need your service, knowing they will be well cared for. They speak freely and openly to others about you, and recommend you without hesitation at every opportunity. They are the ones who, even if someone comes in cheaper, will simply turn your competition away because the risk of moving your business means more than a few pennies saved.

In short, you do not have to work to sell these people. But be warned: you still have to work to keep them loyal!

On the other side, a satisfied customer is very different. Think of it this way: how often do you feel satisfied after a meal? Hopefully, every day, at least 3 times. It should not take much to get you to feel that way, a full belly and no “after affects” should do it. But what about that meal that you thought was going to be ordinary yet ended up being fantastic! The service was second to none, the steak was cooked just like you asked, and they even remembered to take out the broccoli from the side of vegetables! WOW! This is the best steakhouse in town, I just have to tell Jeffrey about this place!

At the end of the day, satisfication is a fleeting emotion. It comes when they buy your product or service, but slowly dwindles away, leaving you exposed to the competition. Loyalty – 1, Satisfaction – 0.

So, now that we understand who our loyal customers are, what are you going to do for them? The good news about times like these is that in no other period will your signs of appreciation be more welcome, nor will they ever serve to strengthen the bond more. When times are tough, give more, and get more in return. • Send holiday gift cards. And please, not one with a “buy 100$ and get 5$ off” requirement. You are supposed to be drawing them in to buy what they need and saying thanks, not squeezing them for more. Offer a % off whatever they buy, and the reward to you will be greater. • Start a membership program, and let them in for free. Actually, let anyone in for free if they are open to join. Give them advanced access to sale prices, box their gifts for free, offer a free dessert with evey meal, send them online newsletters. Get them involved in your day-to-day business. • Send them a handwritten note. If you have their address, a quick note thanking them for their loyalty and wishing them all the best is a gesture far too few companies use, so take the initiative yourself. • Invite them to a wine and cheese at your place of business. Again, this is a small gesture, but it will give you a chance to get to know your loyal “fan” base and to get valuable insight about what they would like to see you do in the New Year.

These are just four, very simple things that you can do. They require very little actual spending, and just slightly more effort. But the dividends could be what makes the difference in what your kids, spouse, family and friends find in the gifts you give this holiday season!

This weeks “Cold Call” should be, as most are meant to be by this point in the article, clearly obvious. Take a look again at the ideas discussed above, and look for ways to adapt them to your business. Sit down with your staff or colleagues and brainstorm, coming up with the simplest yet most impactful way that you, your team and your company can find a way to say “Thank you” in a way that really matters. Believe me, it does. And most importantly, follow through. A great idea is worth about as much as a G.W. Bush promise if it does not get put into action. And that ain’t much.

Have a great Sales Week!