In winner plus, process of converting a suspect into prospect is
divided into certain logical steps. The division is based on
scientific study of Sales Process. One of the steps is “Letter
of thanks”. I am often asked weather it is an essential step in
the process, as it would obviously involve additional efforts
and expenses.
Answer is; It is. Time and again it has been proved that cost of
acquiring a new client is much more than a cost of retaining the
old. And, in the current era of fierce competition, one really
cannot take a client for granted.
A simple (and most overlooked) way to keep your clients coming
back to you for more business is to be courteous and say thank
you. There are plenty of opportunities to be courteous to your
clients if you keep your eyes and ears open. Irrespective of
whether you are an entrepreneur or work in the corporate sector,
here are some instances when thanking your clients is a must!
1. Clients show interest in your product/services
The market for all products and services is competitive and your
client has multiple sellers queuing up outside his door. This is
more true for financial and insurance market, which is expected
to see about 250 more companies entering the Indian market
within these three years. And some of them are very aggressive
too!
If your client agrees to meet you to discuss the possibilities
of an association — thank him. Send him a simple thank you
e-mail or note, stating your appreciation of his time and your
willingness to work with them.
2. Clients buy your product/services
This may sound obvious but many salespeople do not thank their
clients after the order has been placed. But do we really do
that? When was the last time that the local retailer thanked you
for visiting his store? When was the last time You thanked your
client for handing over his hard earned money?
It is your responsibility to make your customers feel good about
choosing you over the competition. This will ensure that your
clients keep coming back to you for more. You must therefore
thank him/ her for giving you an opportunity to serve.
3. Clients give you a reference
A lot of businesses bank on references. Especially in the finance
and insurance sectors. The successful advisors make special
efforts to ask for references, using various time tasted
instruments and tricks. But, not every client gives referrals.
Those who give, therefore, needed to be nurtured as they are
special ones for You.
“I passed on a lot of references to my insurance agent but not
once did he thank me for it. I stopped sending potential clients
to him after a while,” says Mangesh Chavan, a director at
Mumbai-based Garments processing Company, Supreme Garments. Let
this not happen to you. Make it a point to go out of your way
to thank somebody who gives you a reference.
4. Clients give you feedback
Most of us don’t think of thanking our customers for complaining.
Rather than trying to justify or playing the blame game, thank
the customer for taking the time to provide feedback and point
out the shortcoming.
Again, not all complaints can be solved, or solved immediately.
But, appreciating it is the first step towards understanding the
client and his needs. Work intensively towards improving that
aspect of your product/service and go back to the customer with
the new offering.
And, if the feedback is positive, it is more solid a reason to
thank the client. Because positive feed backs are rare to come,
and definitely can be utilized as a testimonial in further
selling.
5. Clients settle the payments
As I was writing this article, I received a sms from Reliance
telecom. She confirmed having received the cheque and thanked me
for the timeliness of my mobile payments. This made me feel good
in spite of the fact that I was the buyer in this case. If this
telecom company uses the same strategy with all her clients, I
am certain she will rarely run into payment problems. But, do we
thank our clients for paying premiums on time, being consistent
is paying their SIPs? After all, Advisor is paid commissions on
these payments too., isn’t it?
6. When clients demonstrate loyalty
Never take a long-term client for granted. These are the people
who help you stay afloat in business and it’s important that you
invest in building strong relationships with them.
Send them regular updates, thank you notes and other useful
information. Drop in on a surprise visit occasionally and don’t
discuss business.
Let your clients know that you value them beyond the money they
invest in your products/services. After all, Business is People.
How to say thank you?
There are multiple ways to do it.
These include sending a handwritten note, an occasional gift,
an e-card or a thank you card.
Even an inexpensive card with some genuine handwritten comments
can make you stand out from the crowd and make your client
remember you.
Emails (not forwards and scams), sms or mms would also work,
if you use them properly. The time you will invest will pay
you back manifold.
Remember: Without clients, there would be no business. Your
very presence is because of him. So, get client-savvy and
invest in building a strong relationship with them. And
emerge as a Winner.
– Amal Mondkar
