Can you thank your customers too often? Is it really possible to say thank you too often? Absolutely you can! Here’s how.
Thank you; two of the most powerful words in the English language. Two words we don't use enough, especially in a business setting.
Having said that, if the thank you is not perceived by the recipient as being sincere, the effort of giving it can do more harm than good.
An Example of Too Much
I recently received two virtually identical thank you form letters from the same organization in the span of one month. They were exactly the same, except one had an extra sentence in it. This was after I had already received the same text pre-printed on a greeting card a few months earlier.
I am sure the intent was not to go through the extra time and expense of sending me multiple letters. I am also sure it was just a database search glitch. Although it was nice to hear from the organization at first, all this identical correspondence however, didn't make me feel truly appreciated. In fact, it was more the opposite, especially since I have been involved with this organization for almost 10 years.
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Three Rules to Sending A Thank You
Before you send your next thank you, remember the first rule is sincerity. The second is to make it personal. A hand-written note is always more effective. But when that is not possible, always remember the thrird rule. Be sure to de-duplicate your database before automating the process.
And finally, be sure you are not one of the 'Seven Deadly Creatures' outlined in the book, Appreciation Marketing – How to Achieve Greatness Through Gratitude by Tommy Wyatt & Curtis Lewsey. (For other great books for sales, check out the B2B Sales Connections Recommended Reading List.)
Remember, as John F. Kennedy once said, “As we express our gratitude, we must never forget that the highest appreciation is not to utter words, but to live by them.”
Aim Higher!
Susan A. Enns, B2B Sales Coach and Author of Action Plan For Sales Success and Action Plan For Sales Management Success
Do you have a question about sales? You’re not alone. Most salespeople have questions like this on how they can sell more. For the right answers, check out my book, Ask the Sales Coach-Practical Answers to the Questions Sales People Ask Most.
