NFIB

Little Gifts Help Keep Customers Happy
04/ 11/ 2002

by Vicki Gerson

"Relationship Marketing" became a popular concept in the 1990s. In the current economic climate, it's even more relevant. Doing business with customers doesn't always go smoothly. Delays and disappointments happen. That's why it's important to develop a strong relationship with each customer.

When a potential problem arises, immediately thank your customers for their patience or understanding. This shifts their attitude from one of anger or irritation to one of partnership in the situation. The customer feels validated and can begin to move forward without hostile feelings. Beyond this, a small gift can further ease customer frustration.

Holly Kahan, owner Highland Park, Ill.-based HollyBarry House, a corporate gift and gift basket firm, recommends snacks, chocolates or gift baskets that are priced as low as $4 per unit. Another gift idea Kahan suggests is a box of Swiss chocolates packaged like an ingot of gold, which can be accompanied by a personal note acknowledging the client is "worth their weight in gold."

When giving a gift, it is also important if you can acknowledge what you know about the individual's interests or needs. This could mean sending sugar-free goodies to someone with diabetes or a golf-themed treat to a duffer.

You can still thank your customer when there are delays or disappointments even if the company has a policy against individuals receiving gifts. Send a big basket of gourmet snacks to the entire office or department. Or send a gift to the reception area or lunchroom like a filled cookie jar or even a gumball machine. "Under any circumstance, keep the relationship of appreciation active," Kahan says.

The bottom line is that visual, tangible items leave an impression. But they must be of high quality and appropriate, or you'll leave an impression other than your desired one.

Kahan also believes that savvy marketers should develop programs for the development, maintenance or reactivation of these relationships. There are database contact programs, reminder programs, birthday card programs and gift programs all aimed at recognizing the importance of the client/supplier relationship.

Client potential is no longer limited by geographical boundaries. Therefore, the need for relating is greater than ever. Your business could be servicing customers across the globe with your products and services. Bridging that gap is crucial if you want to stand apart from your competition. By giving tokens of your appreciation, customers will feel they have a closer relationship with you, regardless of proximity.

Small Business Sound Off
Does this story hit home?  Share your story with us