The Unexpected "Thank You" Will Bring You
Surprising Results
How would you react if you received a
personal "thank you" from a company or person a few days after you
spent money with them? You'd feel good and probably want to do more
business with them sooner rather than later. Why not give that same
feeling to the most important people you know -- your
customers.
Benefits of the unexpected "Thank You"
Here are some benefits you gain when you
send a personal "thank you" to a customer or client who just gave
you business...
- You reduce or lower any buyer's
remorse your customer or client feels after their purchase.
("Buyer's remorse" is what we feel after making an impulsive
decision until we can justify our decision with logical reasons.)
Along with the joy of owning the product your customer purchased
comes the responsibility of paying for it. Do you recall the
feeling of "buyer's remorse" that you felt after you had made a
major purchase?
A letter thanking your customer sent
soon after the purchase congratulating the customer for making
such a wise decision and listing all the benefits they will enjoy
a result of their wise decision will help dispel their buyer's
remorse.
Most buying decisions are made on impulse. Only
after buying do we look for logical reasons to justify our
decision. You can help your customers with this by including all
the benefits they'll gain from your product or service in an
unexpected "thank you" message. These benefits are what initially
compelled them to buy. Repeating these benefits reassures them of
the wisdom of their decision. It can even reduce or eliminate
cancellations or refunds.
- You develop a closer relationship with
your customer.
- You gain free word-of-mouth
advertising when your customer tells everybody about your
unexpected "thank you" letter and how good they feel about doing
business with you.
- You have an opportunity to resell more
(or other) products or services. You can even promote this by
including a special price or discount offer in your "thank you"
letter.
- You enhance your image as a
consumer-oriented business.
Your unexpected "thank you" doesn't have
to be lengthy. You don't have to write it individually for each
customer or client. You can use the same text for everybody with
just a few minor changes -- like inserting the customer's name. You
don't even have to take the time to type envelopes and mail letters.
You can send your "thank you" by fax or e-mail. Just be sure to
personalize it as much as possible.
Example:
If you've ordered books on the internet
from Amazon.com, you received a good example of an unexpected "thank
you" letter by e-mail. Their "thank you" e-mail message even
includes the titles of other books you can order on the same
subject.
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