Client Thank You Notes: A Personal Touch in a Tough Time

Suzanna de Baca -- Expert Business Source, 10/22/2008 7:59:00 AM

Last week, Expert Business Source Blogger Shanu Singh Guiliani made a terrific point in her blog post entitled “Business Thank You Cards Increase Customer Loyalty.” Her post was a terrific reminder in this tough economy that sometimes the small, sincere human touch can make all the difference.

When times are tough, communication is more critical than ever. In the investment business, which is my industry,  advisors who are not calling their clients will probably find themselves without clients. In other industries that have been hit hard, letting your clients know that you appreciate their business or that you’re thinking of them can strengthen your relationship.

The more personal that mode of communication can be, the better. If you can speak with clients face to face in a difficult market environment, that is ideal. A phone call is the next best option. Just picking up the phone to see if the client has any questions or concerns can reassure a client and let them know you’re on top of things. A handwritten thank you note to a client for specific business or for their business in general shows them that you value them enough to sit down and personally express your gratitude. Somehow, a a quick email just doesn’t convey that sentiment in the same way.

Any client – whether he or she is the client of an investment firm, a construction firm, a law firm, or a dry cleaning business –appreciates recognition. As American Airlines announces at the end of each flight, “We know you have a choice in air travel and we thank you for chosing American.” Clients have a choice. Each time we have an opportunity to make contact we are telling our clients that we value their business.

Shanu points out that “Sending business thank you cards is a simple, inexpensive and effective way to show customers how much you appreciate them.” If you’re trying to think of how to do customer outreach or to do marketing that doesn’t cost an arm and a leg, consider getting out the thank you notes. You may find that clients appreciate it more than expensive tickets, gifts or promotional items. Sometimes a simple thank you is the most powerful message of all.

Suzanna de Baca is president of Private Capital Solutions Group. Securities offered through Broker Dealer Financial Services Corp. Member FINRA & SIPC. Investment Advisor Representative of Investment Advisors Corp., A Registered Investment Advisor.  Material discussed is meant for general illustration and/or informational purposes only and it is not to be construed as tax, legal or investment advice. Although the information has been gathered from sources believed reliable, please note that individual situations can vary, therefore the information should be relied upon when coordinated with individual professional advice