Why? Because not many businesses are focused on appreciating their clients / customers.
This can give you an advantage in the market if you focus in and do the right thing.
Client Appreciation is more than a 'Thank You' - but it all starts there. If you haven't thanked the people responsible for keeping your doors open, you are literally gambling with your business. Begin with making sure that your customers / clients feel appreciated during their interaction with you & your staff. Here are some practical examples to help you implement this TODAY:
1. Make sure your place of business says 'I appreciate you'
Is your parking lot swept and well lit? Are you windows clean and clear? Do you have proper signage posted to direct your customers? Is your lobby / waiting room / register area neat and clean? Are your staff well-groomed and attentive? These are all basic essentials for any client-facing business, however often the 'busy-ness' of business gets in the way of our letting the customer know we appreciate them at the time of their visit.
2. Make sure your staff says 'I appreciate you' (words count)
Now that we've shown it, let's make sure we say it. Simply telling your customers that you appreciate them can make a world of difference. The reality is that the people you interact with on a daily basis have other things that they could be doing with their time *and* their money. Letting them know that you understand they have a choice, and appreciate them choosing your business is a best practice that should be a regular part of your customer experience. NOTE: Studies have shown that a posted sign is okay for this, but not as effective as a personal word from your staff. Why not implement both?
3. The Fortune is in the follow up
No doubt you've heard this before - however often in a service-based business we are so focused on the tasks at hand we move right along to the next customer. There's much more to the customer experience than just their time in your hands - if they leave happy and satisfied with your business, they are worth an additional 3-5 referrals over the next 96 hours. Follow up must be an essential part of your business process in order to continue to grow and attract new customers.
4. Become a part of the family
A good friend of mine shared the story of how a local REALTOR (we'll call him Tony) had met with them over 8 years ago and during that time learned about their children, family, and needs for a home. They never did buy a house from this person, however for the next 6 years they sent a Birthday card to each of the family members, simply wishing them a wonderful day showing their appreciation. At one point my friend's teenage son overheard a conversation she was having about needing a REALTOR and he said 'Mom, why don't you call uncle Tony?" This professional had done so well at personal appreciation that the kids literally thought he was THEIR UNCLE! Talk about top-of-mind... you can't buy enough advertising to get a relationship that strong, but you can build it with consistent appreciation.
Okay - let's summarize the points above with a hypothetical business.
Let's say Joe owns a local garage with 3 service bays.
Point #1: Joe keeps his location clean and neat. His lot is swept, his signage is clear, his bays are clearly marked for his different services (enter, exit, brakes, oil change, lobby, etc.). Joe's staff is busy, but always greets the customer when they arrive - even if they are on the phone (note: this counts double, as both the incoming customer AND the phone customer experience the appreciation from the staff).
Point #2: Joe has a sign up in the lobby with a photo of his service team saying 'Thank you for your business!'. In addition, every transaction concludes with a 'Thank by name' and some type of 'we appreciate you coming in today Mrs. Johnson' by his staff.
Point #3: Once Joe's customers have left, his appreciation continues with a 'Thank You' postcard. Nothing elaborate, but a simple reminder that Joe and the Staff remember Mrs. Johnson's visit, and look forward to serving her next time. Joe includes a coupon for a service visit - something she can use or hand to a family / friend to drive a referral. This typically arrives 3 days after her visit, and is a tangible reminder of her experience with Joe's business.
Point #4: Every year on Mrs. Johnson's Birthday, Joe sends out a Birthday card. Additionally, on the Holidays she'll get a card with a kind sentiment from Joe and his staff. Sometimes these may include a special 'VIP Offer', but most often they are just appreciation cards. Joe knows that Birthdays and Holidays are times when his customers get together, and by appreciating his patrons on those occasions he's becoming part of the conversation... and part of the family, too.
Hopefully you've learned something from Tony and Joe above that can help your business. Psychologists tell us that the #1 human need is the need for appreciation. Your customers are craving it - give it to them today. It's simple, essentially free, and very good for business.
Remember, times are tough - the market can be vicious. Stay in Touch to Stay in Business!
Need more help? Have specific questions?
Contact me directly:
Tim Mancuso
P: 303-351-1404
