Business Building: A Little Thanks Goes A Long Way!

Words: George Hedley

Over the last twenty-five years, our construction company has built over 500 projects and hired at least 10,000 subcontractors. As I think back, I don’t recall receiving a thank-you note from a subcontractor EVER, for any reason. It seems like the art of appreciation for your customer has become a forgotten art form. Business owners and managers tend to take good customers for granted over time. Companies must think doing a good job is thanks enough. I disagree!

Unexpected Thanks!
Just a few weeks ago, I received an unexpected thank-you note and personalized gift from one of my coaching clients for doing more than I was paid to do. I took some extra time to help them with their company’s marketing and customer development strategy. A few days later, a big Fed-Ex package appeared at my office. To my surprise was a gift box filled with six frozen T-bone steaks and stuffed potatoes! A little handwritten card from my client said: "George, thanks for taking the time to help my business. I appreciate your input and advice."

Wow! I was surprised and impressed. I immediately called and thanked him for the uncalled for but appreciated gesture. In his low-key humble way, he said: "Golly, it was no big deal." Guess what? It was a big deal to me! I will always remember him for that small token of his appreciation. He didn't have to send me a gift and he didn't have to write a thank-you card. But he did! And most don't. That sets him apart from the crowd. That makes him special! Simple little appreciation gestures can return 1,000%. The next time I have an opportunity to do business with him, I will go out of my way to make it happen. I want to do business with people who care about me, respect my time, and appreciate me. Wow! He really cares about his customers! Do you?

Thank Them!
Want to win more profitable work? Want to make your repeat customers loyal? Want to sell more than low price? Want to set yourself apart from your competition? Want to show your customers you appreciate them and care about you? Thank them! A little thanks goes a long way. Small tokens of appreciation and unexpected thank-you notes, or personalized gifts will get you remembered, and subconsciously cause customers to want to hire you. Normal holiday cards and gifts are expected and don't give the punch which an out of the ordinary gesture can create. Make it a habit to thank your clients on a regular and unexpected basis.

One of our best flooring subcontractors invested time and energy to develop relationships with myself and our company. Over time, he learned I liked Pinot Noir wine from the Santa Lucia Highlands region in California. Occasionally, when I arrived at the office there would be a bottle of top-rated 94 points Pinot Noir sitting on my desk. The bottle had a note attached stating he had picked up a case of this wine and thought I would like to try it. WOW, was I was blown away by his wine selection and his knowledge of what I enjoyed. Guess what? That ongoing gesture earned him lots of construction contracts over the next several years.

One A Day Vitamins
My personal business development goal is to send out one handwritten thank-you card to a client, potential client, or referring party every few days. On an annual basis, my goal is to thank each loyal and repeat customer at least three times in writing. I want to tell them I appreciate the opportunity to do business with them. I want to thank them for letting us be on their team and being able to present our estimates for their projects. Occasionally I also send out small gifts of appreciation like tickets to a ballgame, steak house gift cards, or an invitation to play golf at my country club with me. The key is to do it as it only takes a minute. These notes, cards and gifts work like "One A Day" vitamins. They keep your bottom-line healthy.

Your notes need only be one or two lines long. Short notes make big statements. Always handwrite them including the envelope. I look for top quality, different, interesting, fun or success orientated cards to send out. The more unique the better. You can also send along business books, funny cartoons, business articles, something fun, business tips guide, tickets to community events, invitations to association meetings, or a bottle of their favorite wine. Anything you send should focus on them, not on you. Be cautious not to send out marketing materials with your thank-you gifts or notes as that implies you’re selling instead of appreciating.

A Little Goes A Long Way
It is amazing how little it takes to set yourself apart from your competitors. A little gesture goes a long way. The return on thanks will amaze you if you give them out. Don't stay stuck in the normalcy of doing business as usual. Start today, one a day, OK?

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ABOUT THE AUTHOR
George Hedley CPBC is a certified professional construction business BIZCOACH, consultant, and popular speaker. He helps contractors build better businesses, grow, profit, develop leaders, improve estimating, field production, and get their companies to work. He is the best-selling author of “Get Your Construction Business To Always Make A Profit!” available on Amazon.com. To schedule a free introductory coaching session, get his monthly Hardhat Hedlines BIZ-TIPS e-newsletter, download his templates and tools, or watch his webinars or online video courses at Hardhat BIZSCHOOL online university for contractors, Visit www.HardhatBizcoach.com or e-mail GH@HardhatBizcoach.com.


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