Thank you notes are a sign that you are interested in building a long-term relationship with a client. They show clients that you value their business and that your interest in them did not end when you closed the sale. We hear very often in this day and age of a lack of politeness and many people decry the cursory way that transactions are carried out. Although almost all companies make a great play of offering “excellent customer service”, there is a world of difference between saying that you offer something and offering it every time.
The effect of a “thank-you note” is to make a customer feel that they have been more than just a number. They will read a thank you note and feel positive about their purchase. It has been proven time and again that we as humans have what people call “sense memory”, where we associate a certain feeling with a certain occasion, incident, or place. If, for example, a certain song was playing at a certain time in our lives, we will always associate that song with that occasion and how we felt at the time.
By the same token, a well-written thank-you note with a personal touch will stand out in a customer’s memory. How you write the note is up to you. Obviously you do not want to spend more time writing thank-you notes than selling, but taking the time out to write one that shows you remember the customer (as opposed to “Dear X, Thank you for buying Y, we hope it is working well for you. Regards, Z”) may well be what it takes to encourage them to come back to you when they need something else, and pass your details on to anyone they know who is planning to buy in the same niche.
Pitching a note at the right level is important. It does not need to measure up to Shakespeare or Oscar Wilde, but at the same time it is important not to write something that sounds as warm and personal as a pre-printed card.
A good example would be along the lines of:
“Dear [Customer’s Name],
Thank you for considering us when you decided to purchase a [item] and for choosing us as your vendor.
I hope it gives you hours of pleasure and makes your [activity] easier. If there is any way we can help you in the future, with this purchase or another, please do not hesitate to contact me at [telephone number/e-mail address].
Thank you again, and kindest regards,
[Your name]”.
The note can be personalized to a greater or lesser extent depending on your area of business.
