The Elite Advisor
The Lost Art of Saying Thanks
Improving communication is key to solidifying relationships with your best clients.
You probably already know that consistent communication has the greatest impact on your ability to competitor-proof your favorite clients and to stimulate quality referrals. Proactively conveying to a client that you genuinely value the relationship is without question the foundation of your daily marketing code-of-conduct. Clearly a cornerstone to this would be the style and manner in which you demonstrate your sincere appreciation when that client brings value to you. Let’s face it, virtually every day a client brings value to your business; the question is how do you thank them?
Not saying thanks when someone becomes a new client, or when an existing client endorses you to a friend or family member is like not feeding the goose that lays the golden eggs. That said, there are a few immutable rules that you must respect to ensure that your efforts don’t achieve diminishing impact over time.
When someone becomes a new client
I, for one, think that it’s a big deal when a new client decides to empower you. Keep in mind that switching from one professional to another is no easy task. The hassle factor is high enough that some clients they might feel that it’s easier not to switch, no matter how disillusioned they have become with their current professional. So when a client does decide to change professionals, there must be a compelling reason. Once they do move over to you, they are going to compare you with their previous professional. Furthermore, if that client has been referred to you by one of your clients or strategic alliances, you’ve
got to know that those two people are eventually going to reconnect and talk about you. What do you do to ensure that the new client goes back to that person and describes how he was dazzled by your service? Providing consistent and congruent service and thanking clients for choosing you will go a long way towards prompting your new client to say, “You were right, she really is a great person.”
Whenever you sign a new client, you should employ a New Client Welcome process that includes a personalized thank-you card. Choose a nice card and a message that will have impact and shelf life. Please be careful with the phraseology. You cannot write: “Thanks for the business,” because this focuses on you and on the way you benefit from the new relationship. Make the message about them. Write something in the card that demonstrates to the client that you were really paying attention. Make a reference to something they revealed to you about themselves. For example, you could say:
I really enjoyed meeting with you today. It was fun listening to you talk about your new boat. I’m looking forward to a great relationship. Welcome aboard!
That is just the start. I’ve seen professionals who follow-up a thank-you card with a sequence of three or four other steps during that first 30 days. These steps are designed to counter any “buyers remorse” and to further validate for the new client that they did the right thing.
The bottom line is that you have to be understated and radiate an attractive impression that you don’t actually need the business (you’ll take it but you don’t need it). By conveying to new clients that the most fulfilling part of your profession is meeting and working with great people, you make a powerful statement about your commitment to helping people achieve their goals.
Saying Thanks for a Referral
An endorsement is one of the biggest compliments (and responsibilities) you can ever be the recipient of. You have to show your clients that you don’t take the vote of confidence lightly. My best advice on this point is to pay tribute to the activity, not the productivity. Rather than sending a card that says: “Thanks for referring Bob to me,” say: “Thanks for introducing Bob to me.” By making this slight adjustment in phraseology, you shift attention from you to your client, and you build their confidence in you.
As I always say in my seminars, you can never look needy. The marketplace doesn’t reward what we want or need, it rewards what we earn and deserve. There is a profound distinction between seeming demanding and being deserving. When you take the high road with the people who are already convinced, they will go to work convincing people on your behalf. A word of caution: As the referral floodgates slowly begin to swing open, don’t take them for granted by letting an entitlement mindset seep in. Say thanks in a meaningful way and the golden eggs will continue to appear for the long run.
Duncan MacPherson is one of the World Class Coaches featured on The Elite Advisor™ website.