How many times in the last 90 days have you found yourself searching for the next sales strategy, closing phrase, or probing question to help you win more business? What can I use in my email marketing to help me get a better response rate and stronger marketing ROI? If you’re like me, you couldn’t begin to count. We’re always scouring books, trade and business journals looking for ways to apply the successes of others to our own business. And when we find one that suits us well, we use it over and over again, often for many years.
Here are two words that have more marketing, sales and relationship building power than many of the “tried and true” techniques, and that are often overlooked. Used regularly and sincerely, they’ll help you build stronger ties with current and past customers, and help you stand out as in the future when they have additional needs. We often forget to use them frequently enough and sometimes when we do use them, it can be easy for a client to mistake them for a disingenuous formality.
So what is this two-word silver bullet? ‘THANK YOU’. That’s it. Say ‘Thank You’ to your customers and prospects early and often. It’s easy to underestimate the power of these two simple words, but we can’t forget how rare it can be these days that customers hear it. Many salespeople, perhaps those at your competitors, speed the prospect through the sale, complete the purchase order and disappear. The client is given a new point of contact and won’t hear from the salesperson again until they want to place another order. Minimal questions answered, no ‘thank you’, just a terse ‘sign here.’
It goes without saying, but customers need to know that you want and appreciate their business. And they need to hear it early in the relationship building process and often after the sale. Think of any transaction you’ve ever made where you were delighted by the entire experience. I’d be willing to bet that a significant component of that experience was a salesperson who was involved throughout, and who thanked you profusely. There was probably no question in your mind that that person really did want and appreciate your business. Perhaps they continue to thank you today, following up to ensure you are still happy.
The result? You’re a satisfied customer. They’re probably the only person you think of when it comes to buying their product or service, regardless of your knowledge of several competing options. They took the time to stay in touch with you and to thank you often. You knew they meant it, and because of that you’ll probably reward them with the next sale. Making it a habit to thank your customers on a regular basis provides you with a number of benefits.
- You’ll stay informed on future developments in their business.
- Customers will know you value their business
- It Keeps You Top of Mind
- It Makes Customers Feel Good
For the small amount of your time calling that customer, you’ve brushed the dust off of some old relationships, renewed their confidence in the original purchase, and maybe you even have a shot at new business. Not a bad return on investment.
