Most businesses are heavily reliant on a small number of critically important clients. Lose one or two and you can quickly go from profit to loss.
So, if you are committed to growth in your company, you will also need a steady flow of new ‘Ideal Clients’. Not just any clients—Ideal Clients.
The key issue at stake is: How do you protect your current best customers and find more like them?
If you are in business you are periodically going to get things wrong. You do not want to just apologise over the phone and face-to-face; you need to do something extra. ”
The system I am going to share with you here is very easy to use. Unfortunately, it is also very easy not to use. And the long-term consequences of not using it can be very expensive.
I call this strategy the Customer Appreciation System. The goal of the system is to nurture the critical relationships in your existing accounts and new prospects. It is extremely effective, but can only work if you implement it. Here is the idea; let your actions communicate to your customers and prospects how important they are to you. And the way you do that is through a series of small, thoughtful, random notes and gifts. Let me give you three examples.
Personal handwritten notes
Each time a client gives you a major piece of work, send them a hand written note expressing appreciation. It must be handwritten. The envelope must be hand addressed. And it must have a stamp, not franked. The notes can be very short, so for example:
‘Hi John, just a quick personal note of thanks for the project last week. Hope it works out well for you. Let me know the results. Catch up soon, Nick.’
Following this, get your key staff some A5 pads with their names and your company name and address on the bottom. Mandate that any customer facing person is sending a minimum of three notes per week to important clients or prospects.
Random personal gift
You visit a client or prospect and they mention they have a challenge with time management. Go to Amazon and buy a highly rated time management book. Send it to them gift-wrapped with a short note such as:
‘Hi John, thought this might help you get out of the office earlier next week. Warm regards. Nick’.
The next thing to do is set up a corporate account with Amazon.
Have an administrator key in your top accounts with addresses and key contacts. Set an objective to send out a minimum of X gifts per month, depending on your company size.
You messed something up
If you are in business you are periodically going to get things wrong. You do not want to just apologise over the phone and face-to-face; you need to do something extra. For example, send a nice bottle of wine with a personal note saying:
‘Hi John, I am genuinely sorry that we were late with your project. Warm regards. Nick’.
To facilitate this you could set up an account with a company like Woodenwinebox.co.uk. Let everybody know that when you mess something up you need to apologise fully and completely. And they need to follow-up with a gift and card.
Each time a client gives you a major piece of work, send them a hand written note expressing appreciation. It must be handwritten”
I have been using this type of system since 1985. I continue to use it to this day. The reason I make the continued effort is because the results are phenomenal.
Your clients will love you. They will forgive you for all sorts of things. They will promote you behind your back. They will give you case studies and testimonials. They will refer you to people they know, like and trust.
Obviously, you need to be delivering a fantastic product, combined with high standards of customer service. The Customer Appreciation System simply moves you up into another league. Now it is time to take action. Pick one item from the list above and commit to getting it implemented.
