The Fine Art of Saying Thanks
When you’re on the run from one project to the next, it’s too easy to forget the power of a “thank you.” For a customer, sincere words of gratitude can be as memorable as an impressive estimate package… and the thoughtful expression of the words “thank you” will always help develop and cultivate a long-term relationship.
Real thanks, in tangible form
When it comes to supporting your brand, there’s no substitute for thank-you cards. Plan your cards as you would any marketing communication “campaign”: Design a series of thank-you cards so repeat customers are exposed to new messages and don’t receive the same card over and over.
If you’re incorporating variable data into your product offering, develop a few templates to use as thank-you notes. “We have a variety of Westamerica-branded thank-you cards available,” says Doug Grant from Westamerica Graphics, “including a traditional folded A7 size, as well as smaller single-panel cards suitable for quick notes or to attach to proofs or samples. A couple years ago we did a promotion that showcased our structural capabilities. Called ‘We Say Thanks,’ it was a series of six different cards, each by a different designer, all housed in a custom box/mailer we created (pictured above). They were very well received by our clients and prospects — in fact, we’re still using them.”
What to say; when to say it
What you say and how you say it are equally important. Scribbling a few messy words on a notecard smacks of insincerity. A handwritten note is great — but be sure to take the time to write legibly.
A personal message is always the key to success for a thank you. “We’ve sent thank you’s for everything from first-time appointments or orders, to on-time payments, to consistently clean art files – any excuse to send a sincere thanks. Heck, we’ve even had clients who have ‘thanked us for the thank you!’” says Doug Grant.
Smart tip: Mention something specific about the project you just worked on together. Was something you changed during the process particularly successful? How about a problem you solved together? You may also want to take the opportunity to ask if you can enter the piece in one of the printing competitions offered in our industry, such as the Mohawk Show 12.
Make it a habit
“I use thank-you cards daily,” notes Jamie McLennan, account executive at The Seibel Group. “Not all reps do this, so it provides a nice way for me to personally stand out,” he continues.
“Saying thank you is an important part of the sales process. It’s at the heart of relationship building,” affirms Greg Desidoro, director of Marketing & Business Development at Fort Orange Press.
Saying thanks in a social media world
“Showing appreciation is just as important online as it is offline. And just like the offline world, how we say ‘thank you’ on social media can change depending on the circumstances. Sometimes it’s a quick direct or private message giving thanks, other times it’s a Retweet, a Like or a Share of someone’s work, and still other times there are opportunities to demonstrate gratitude offline. Most important, remember that social media provides for a genuine, two-way dialogue, so treat people as you would in person, especially when it comes to saying ‘thank you.’”
— Johanna Payne, WW Search and Social Media Marketing manager, Graphics Solutions Business, HP.
Expressing thanks is all about sincerity and showing your gratitude. Keep in mind that you and your company brand are being supported by what you say and how that message is conveyed to the customer. And to leave an even bigger impression, don’t forget to elevate the quality of the paper your cards are printed on!
TIPS for crafting the perfect thank you
- Have a variety of cards so repeat customers see something new.
- Handwrite the note… and do it legibly!
- Add a personal message related to the project, so your message isn’t perceived as a generic thank you.
- Offer praise when appropriate. Consider entering great projects for industry accolades.
- Remember that saying thank you is just as important online as it is offline.
