A few weeks ago, I sat in my office working on a blog post for a client. The sound of my doorbell broke my concentration. Since I wasn’t expecting any deliveries, my first thought was someone was trying to sell me something.
I went to the door to find a beautifully wrapped package waiting. The bow was my favorite shade of blue, and the words “Thank You” were on the box.
Opening the box revealed 12 scrumptious-looking cookies in a variety of flavors. Included was a thank you note from a client. While the message was simple, the impact of it lingers.
The Importance of Saying Thank You
From an early age, we learn to thank people for various things. It’s a common courtesy that we practice in our everyday lives. Thanking someone shows that you appreciate them. Why, then, do we sometimes fail to say thanks in business?
More often than not, we have the best intentions to thank people. We get busy and forget. Sometimes, we take them for granted. Whatever the reason, in this season of giving thanks, start a new habit of giving thanks to those who are essential to your business.
Thank Your Customers
Many of you are thinking of all the ways you thank your customers. Loyalty and reward programs are part of almost every business. These are great, but most are just an enticement to spend more money with you instead of your competitor.
Here’s an example. I received an email the other day thanking me for being a part of a candle company’s loyalty program. They reminded me that I could earn double points by placing an order. With enough points, I could earn a free item (just pay shipping).
I would have to spend over $300 to earn a “free” $15 candle. A thank you should be freely given, not earned through heavy spending. Loyalty programs are fantastic for customer retention. They are not a thank you.
Example: Club Publix
Publix is a grocery store chain in my area with a Club Publix program. As a member of the club, I have a few perks.
- Seeing the upcoming sales early
- Exclusive savings offers
- Shopping suggestions based on previous purchases
- Recipes
- Invitations to tasting events
Sounds like a loyalty program, right? Publix takes it one step further. On my birthday, I get a free birthday treat. I can choose between a cake, ice cream, or flower bouquet as a thank you for being part of the Publix customer family.
This item is completely free. I have a fair amount of time to redeem it. The process is simple. I walk into the store, choose my item, scan it, and leave. No pulling out my wallet. No free with a specific purchase amount.
Imagine my surprise when Club Publix celebrated my “half birthday” with another free item! It’s an unexpected way of saying thank you. It only costs me the time to pick it up, which I do during my regular shopping.
The birthday treat is a tangible thank you, but they show gratitude in other ways. Helping load your groceries in your car. Walking you to an item you can’t find rather than just pointing to the aisle it’s on.
I have other options for groceries closer to my home. Still, I drive the extra distance to visit Publix because I feel appreciated as a customer. Saying thank you created loyalty.
Get Creative
Thanking customers is essential to business success. Your business only exists with customers. I’m not saying free merchandise is the only way to thank customers. People do love free items, so it certainly doesn’t hurt.
Think about your business. What can you do to show gratitude in a meaningful way?
- Send a handwritten note.
- Showcase a customer of the month.
- Host a VIP event at a local place or your business.
- Select a customer and make a one-time donation to the charity of their choice.
- Have a secret offering for loyal customers. (This is great for restaurants or bars.)
These are just a few suggestions. There are many other options. Which businesses do you visit regularly? Why? Use your answers as a jumping-off point for your brainstorming session.
Start With Their Name
The easiest thing to implement is to call your customers by their first name. We all love to hear our name. The Walt Disney Company has built a reputation as a first-name company. At some point during a transaction, you will see your customer’s name. If not, ask.
Thank Your Employees and Vendors
Don’t forget to thank those who help your business succeed. Include employees, vendors, etc. Every person is essential to your business. Frontline employees are the heart and soul because they directly interact with your customers.
A genuine thank you to your employees will be paid forward to customers. Failing to thank employees because performance is expected often translates to the customer experience. No one likes to feel unappreciated or taken for granted.
I felt the most valued in my career when the company leaders got to know me individually. Not in a best friend way, but enough to ask about my children or things I was interested in. Show you care about them daily, not just during a tough time.
More Than Money
I’ve spent a lot of my career in sales and marketing. Almost every manager I’ve ever had believed the only way to motivate staff was with money. Don’t get me wrong, it works for some people. If you have gotten to know your people, you will find that money doesn’t motivate everyone.
I worked harder for an incentive to let me leave an hour earlier (with pay) than I did for the monetary rewards. Why? I was a single mom who desperately wanted to attend her child’s basketball game or theater performance.
Don’t assume everyone is motivated the same. Thank people in ways that matter to them. Is one hour of lost productivity going to shutter your business? Not likely. You will likely find that person will work even harder.
Think Small but Meaningful
I was the chairperson of the Employee Activity Committee at my former company. Our task was to devise ways to thank our employees throughout the year. Our budget was small compared to the amount of employees.
With most of the money reserved for a holiday party, we got creative with the rest. Sometimes, we didn’t spend a dime.
For example, each month, we would highlight a different department. A scheduled meeting where they could come in and talk to the rest of us about what they do and how it fits in with the rest of our business was a huge recognition.
Another time, we held a talent show for employees and their families. We had the best time, learned about each other, and connected in new ways.
In a Nutshell
Saying thank you is vital to our everyday lives and essential in our businesses. It shouldn’t be forced or complicated. Take some time to think about ways you can show customers, employees, and vendors that you are grateful for them. Don’t focus on how it may help the bottom line.
You may also find that giving genuine, heartfelt thanks to someone else makes you happier as well.
About Me
I’m an author, ghostwriter, and copy and content writer dedicated to helping small businesses get found, get talking, and get results. When I’m not writing, you can find me in the kitchen creating delicious treats or exploring new destinations around the world.