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Two simple words that work magic on customers' minds

You know how to win friends and influence people, don't you? Well, the big secret is that it all comes down to appreciation. In his classic best-seller, How To Win Friends And Influence People by Dale Carnegie (1936), the second chapter is entitled The Big Secret Of Dealing With People. He gives a very simple principle which boils down to this: Give honest and sincere appreciation for what they have done or achieved without any prior expectations of reward from that person whatsoever.

Carnegie said there is only one way to get anybody to do anything--by making the person want it. How can you encourage customers and give them what they crave: honest, sincere appreciation. It is essential to have a winning customer experience. So, what are the two little words that can help create this? It's nothing more than saying "thank you" on a regular basis, personally, and honestly.

Importance of saying thank you in marketing

Photo by Ann H from Pexels

Let's stop with the flattery. Saying "thank you" is an act of kindness, besides - but don't do it for a show! Your words must be sincere and come from your heart when giving thanks in return; Ralph Waldo Emerson once wisely said that we can never know anything about another person if their actions aren’t genuine.

"Thank You" Encourages Referrals

The unpredictability of referrals might be stressful. Can you influence them? Certainly not. Is it possible to manage them? Yes, definitely.

First, you must offer a useful product or service to consumers. (Aren't you already doing so?) But perhaps your continued attention after providing the product or service can make an even bigger impact on their thoughts.

Sometimes it's hard to know when someone is really satisfied with your product or service. All the customers may not be on an even playing field, but if you take time out of every day (or week) for customer appreciation they'll feel appreciated and maybe become loyal buyers in return!

"Thank You" in the form of direct message (DM) or email

Routinely, it's recommended that you say "thank you" to the customers in the form of either direct message (DM) or email. It's a way of demonstrating gratitude and encouragement and is something not all companies do for their customers.

What's most important is that your customers feel valued. There are research studies showing that the most effective way to demonstrate this appreciation is through personal contact. The authenticity of "thank you" in person is much more impactful than via email or DM, but if they cannot be reached by phone due to their busy schedule, consider calling during their off-time to show you care.

Make a point of writing a thank-you note or e-mail after each encounter. However, don't include one with an invoice or other correspondence. Always send it alone.

While writing a thank-you note or an email may appear straightforward, it is not always easy. Here are 6 suggestions for sending an effective thank-you e-mail to the customer:

  1. Be prompt. Send your thank-you e-mail quickly after the customer's order is received. If you don't, customers worry that their order was not important to you.

  2. Use proper business writing style; keep it brief and personal; be explicit about how much you appreciate the customer's business; use the "customer courtesy title" (i.e., Mr., Mrs., Ms., Dr.) plus first name (if known) at the beginning of every sentence (unless addressing a company).

  3. Be sure to thank the customer by name (i.e., "thank you, Mr. Smith"). If it seems like the message might get lost in cyberspace, add a handwritten note.

  4. Always include an offer for the customers to contact you with questions or concerns.

  5. Be sure to offer future discounts and promotions that might apply to the customer's next purchase (but don't be too pushy).

  6. Proofread! Don't let grammatical errors and typos end up in your thank-you e-mail because it will reflect poorly on how much you appreciate the customer's business.


Expressing "thank you" is an important component of forming strong client relationships over time. Use these two powerful words on a regular basis, and your repeat business and referrals will grow.

If you're not saying thank you for your services to existing customers, stop reading right now and spend some time thinking about how you can change this. If you are already using those two powerful words on a regular basis with people who have done business with your firm or bought from your company in the past, congratulations! You're ahead of most folks in terms of creating customer loyalty and long-term success.

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