Client Appreciation is an often overlooked customer service. Your clients chose you. There were likely hundreds or even thousands of other options but your company is who they have entrusted with their business. Make certain they know how much you appreciate it.
There are a number of very simple ways to remind your customer how much their faith in you truly means.
Imagine this – You own Acme, Ltd. and there are two vendors who sell a widget you need for your product. Both companies are comparable on price. Both companies’ delivery terms are equal and both provide an above average client experience. But one company sends you a handwritten note with a box of chocolates every year when your birthday comes around. Who are you more inclined to give your business to?
I know it seems facile but the reality is that a small personal touch makes it less transactional and more business between colleagues. It’s that tiny foot in the door that makes the customer think of you before your competition and helps with client retention.
Here are a few tips to executing an effective client appreciation strategy:
1. Be authentic. I can’t count how many times this comes up in all areas of marketing and business but if it’s insincere it will likely blow up in your face and have the exact opposite effect of what you’re trying to accomplish.
2. Stay away from the overused holiday season. Everyone sends cards and treats during Christmas. Mix it up. Pick some random holiday – like National Donut Day and send your best clients some donuts to celebrate.
3. You don’t have to spend a lot of money, but it should always be relative to your average sale. Sometimes the most authentic gestures don’t cost a dime. But as a general rule, your gift, note, or specialty coupon should be commensurate with the dollar amount of your average sale. If your average sale is $5.00 then it wouldn’t be prudent to spend $50 for the gift. On the other hand, if your average sale is ten thousand dollars, then a cheap $3 gift is going to do more harm than good. This rule can and should be broken for exceptional clients.
4. You need to get to know your clients. For this to work, you need to have at least a working knowledge of your clients. The more personal it is, the more effective it can be.
5. This works for retail as well. This practice is widely used in the retail industry but on a less personal scale. The idea that you are getting something as appreciation for being a loyal customer goes way back to sales 101. Think of how excited you are to receive a 10% off coupon just because. Kohl’s is the master at this practice. Loyalty programs, referral programs and the like are all geared to do the same thing – keep them top of mind and make sure that when you think of clothes shopping, you think of them.
The B2B community can implement the same practice with a much more personalized targeted client list. Don’t miss an opportunity to make your clients love you that much more.
We Can Help
3D Studios helps businesses grow their influence and their brands. As a boutique brand management agency, we begin with a thorough analysis of your needs and partner with you to develop and execute a marketing plan that will help you take your business to the next level. To learn more about how 3D Studios can help you, visit us at www.3Dstudios.net or call 914-304-4229.
