How about the practice of appreciating your clients more?  When was the last time you expressed your attitude of gratitude for one of your clients?  We should all understand this concept because we ourselves like to be appreciated.  Here’s a scary result from a recent study…68% of customers will leave us due to perceived indifference.  In other words, they think we don’t care about them.  Could this possibly be true for your business?  Here is a great quote from John C. Maxwell – “People don’t care how much you know until they know how much you care.” Your company could offer the best prices and services around, but if your company fails to make customers feel wanted, you can consider the chances of repeat business out the door.

ap·pre·ci·a·tion (uh-pree-shee-ey-shuhn): 1.) Recognition of the quality, value, significance, or magnitude of people and things. 2.) A judgment or opinion, especially a favorable one. 3.) An expression of gratitude.

If you are like me, you read lots of personal and business development books.  You have probably read somewhere (or have simply experienced this) that it takes more time and money (6 – 7 times as much) to gain a new client than to retain an existing client.  The old saying, “A bird in the hand is worth two in the bushes” (or 6 – 7 in the bushes!) is very relevant to keeping customers close in our business and especially in this economy.

We as business owners all strive to capture customer loyalty.  We clearly understand that the customers, who know us, love us and trust us, will continue to use our services.  And, very importantly, these same loyal customers will refer us with wild abandon!  They truly want us to be successful, and they want to be a “hero” to their friends and business associates by recommending us.

I visit my bank to make regular deposits. Each time I walk in, I am greeted by my first name.  My bank knows me. And, their greeting is always very friendly and with a big smile.  Wow!  I feel like they even like me!  When I drive through to make a deposit I sometimes have my dog with me.  They always give my dog a treat.  They even like my dog!!

Take a minute or two right now to think about a place of business that makes you feel special.  This could be your dentist, your dry cleaners, your local coffee shop, your plumber, etc.  What do they do that makes you keep coming back for their products or services?  How have they won your loyalty?

This doesn’t have to be about going the extra mile (although I love that phrase!).  It is about going the extra step.  Believe me; it does not take that much effort to distinguish you and your business from your competitors (given you all have great products and services to start with).  It starts with making a habit of expressing your appreciation and gratitude for your clients.  How does something become a habit?  You have a plan that leads to daily action steps.  The following will outline an appreciation marketing plan for you to use in your business.

I. First Thing First: Write Down your Goals

A commonly cited business school study found:

• 83% of people do not have any clearly defined goals.
• 14% do have goals, but have not written them down.
• 3% of people have goals that are actually written down.

The study concluded that the 3% group with written goals was earning an amazing 10 times more than the 83% group.  Which group do you want to be in?

As you write your goals, divide your personal and business goals into both short and long-term goals.  And, remember, “goals without deadlines are just wishes!”  Make sure you add dates when you would like to achieve these goals.  You may be thinking “what happens if I miss my target date?”  The fear of failure is what prevents many of us from writing down our goals. Missing the deadline is not a failure — you just under estimated the time frame required to accomplish it.  If you miss a deadline, move it into a more realistic time-table of achieving your goal. Remember — only 3% of the population write down their goals. Even if you missed your deadline, you have succeeded in doing something that more than 97% of people do not even attempt to do!

One last bit of advice – write your goals as if you have already achieved them (e.g. I have 50 paying clients [even if you now only have 3!]; I make $x,xxx per month [even if you now only make $xxx]).  Keep your written goals front and center where you work. This triggers an important process in the subconscious mind to start working towards the written goals. What you think about; you bring about!

II. When to Start

 
III. Target of your Appreciation

 
IV. Ready, Set, ACTION! – Expressing your Appreciation

 >> Send “Thank You” Cards – especially the obvious thank you (“thanks for the referral”, “thanks for your business”).  But, do not underestimate the power of an unexpected thank you (“thanks for your kind words the other day”, “thanks for your great smile…I was having a bad day until I ran into you…”).  Spend a little time thinking about someone who has gone unnoticed for something they did.  I believe it is never too late to make the acknowledgement.  Send this person a thank you note (not an email; a real card). And, do not combine this type of heart-felt card with your logo or other business message! Icky!

Another proponent of sending out gratitude was Mary Kay Ash, founder of Mary Kay Cosmetics, a worldwide, billion dollar cosmetics company.  She taught her sales reps to send out 3 thank you notes each day before going to bed.  Aside from the financial success she achieved from this daily practice, she found this expression of gratitude helped her sustain a positive attitude all day long.

• Customers who know you care about them will be happy to keep giving you their business.
• Because these customers are satisfied with your products and services, they will be happy to refer you.
• Do not take your customers for granted regardless of how long they have been with your business.
• Even the loss of one customer affects your bottom line.
• Work at retaining rather than replacing.

1. Telephone Contact. Thank you for talking with me on the telephone. In today’s business world, time is precious. You can rest assured that I will always be respectful of the time you invest as we discuss the possibility of a mutually beneficial business relationship.
2. In Person Contact. Thank you. It was a pleasure meeting you, and my thank you is for the time we shared. We have been fortunate to serve many happy clients, and it is my wish to someday be able to serve you. If you have any questions, please don’t hesitate to call.
3. After Demonstration or Presentation. Thank you for giving me the opportunity to discuss with you our association for the mutual benefit of our firms. We believe that quality, blended with excellent service, is the foundation for a successful business.
4. After Purchase. Thank you for giving me the opportunity to offer you our finest service. We are confident that you will be happy with this investment towards future growth. My goal is now to offer excellent follow-up service so you will have no reservations about referring others to me who have similar needs as yours.
5. For a Referral. Thank you for your kind referral. You may rest assured that anyone you refer to me will receive the highest degree of professional service possible.
6. After Final Refusal. Thank you for taking your time to consider letting me serve you. It is with sincere regrets that your immediate plans do not include making the investment at this time. However, if you need further information or have any questions, please feel free to call. I will keep you posted on new developments and changes that may benefit you.
7. After They Buy From Someone Else. Thank you for taking your time to analyze my services. I regret being unable, at this time, to prove to you the benefits we have to offer. We keep constantly informed of new developments and changes, so I will keep in touch with the hope that in the years ahead we will be able to do business.
8. After They Buy From Someone Else, But Offer to Give You Referrals. Thank you for your gracious offer of giving me referrals. As we discussed, I am enclosing three of my business cards. I thank you in advance for placing them in the hands of three of your friends, acquaintances, or relatives that I might serve. I will keep in touch and be willing to render my services as needed.
9. To Anyone Who Gives You Service. Thank you. It is gratifying to meet someone dedicated to doing a good job. Your efforts are sincerely appreciated. If my company or I can serve you in any way, please don’t hesitate to call.
10. Anniversary Thank You. Thank you. It is with warm regards that I send this note to say hello and again, thanks for your past patronage. We are continually changing and improving our products and services. If you would like an update on our latest advancements, please give me a call.

• 83% of people do not have any clearly defined goals.
• 14% do have goals, but have not written them down.
• 3% of people have goals that are actually written down.

>> Send Birthday and Anniversary Cards. When was the last time you received a birthday card from a business? It feels great to get something in the mail besides bills and junk mail. Your contact management system should allow you to capture birthdays and anniversary dates. Ideally, it should also pop-up or send you a reminder so you do not forget. Another reminder…no logos or business pitches!

>> Send a Gift as a “Thank You” for a Referral. When someone trusts you with one of their contacts by sending them your way — heck yes! — you want to reward this kindness (even if the referral does not end up doing any business with you). Your friend or business associate thought highly enough of you to pass on your name. Send them a thank you gift! This doesn’t have to break the bank. You can send a gift worth $5 – $10. I guarantee it will mean a lot more than the face value to the happy recipient. It is easy to purchase and send a gift card along with your thank you note (SendOutCards.com is an easy and convenient system that provides this service).

• Customers who know you care about them will be happy to keep giving you their business.
• Because these customers are satisfied with your products and services, they will be happy to refer you.
• Do not take your customers for granted regardless of how long they have been with your business.
• Even the loss of one customer affects your bottom line.
• Work at retaining rather than replacing.