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Thanking Your Customers

by Mark Singletary
29 replies
A few years ago there was a big discussion about whether you should thank your customers or prospects for taking an action such as signing up for a report or making a purchase.

Some said that the customer should be thanking them, so they did NOT ever say thank you. This group said that those who do say thanks, sound weak and like they need the money.

Others said it was good customer service, got the relationship off on the right foot, etc. and they did thank others for taking those actions.

What about you?

Do you think thanking your prospects or customers shows weakness or strength?

Do you think it makes the next purchase or action easier, harder, or has no bearing on the next transaction?

Do you thank your customers?

Mark
#customers #thanking
  • Profile picture of the author dave_hermansen
    It seems odd to me that anyone would consider thanking customers as a "sign of weakness", as if it is an adversarial relationship.

    We thank customers and site visitors for practically every action they take:

    Order: All orders automatically get a "Thank you for your order" email along with what to expect next.

    Newsletter Signups: All new signups to newsletters receive a "Thank you for signing up" email along with what to expect.

    Customer/Visitor Questions: All answers to questions start with "Thank you for your question."

    Problems with Order/Shipping Delays: All of these type of "complaints" start with "Thank you for your order" before we address the situation.

    Seems like good business to me to always let customers know that you value their orders and their input. Even when people are upset, starting off by thanking them puts them in a better frame of mind from the very beginning.
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  • Profile picture of the author Claude Whitacre
    Originally Posted by Mark Singletary View Post

    A few years ago there was a big discussion about whether you should thank your customers or prospects for taking an action such as signing up for a report or making a purchase.

    Some said that the customer should be thanking them, so they did NOT ever say thank you. This group said that those who do say thanks, sound weak and like they need the money.

    Others said it was good customer service, got the relationship off on the right foot, etc. and they did thank others for taking those actions.

    What about you?

    Do you think thanking your prospects or customers shows weakness or strength?

    Do you think it makes the next purchase or action easier, harder, or has no bearing on the next transaction?

    Do you thank your customers?

    Mark
    I would send a thank you card when they bought something from me (in their home). I would include some small gift as well.

    Truthfully, it was for business reasons. A Thank you card (a real one, that is printed on card stock) along with a gift (that wasn't asked for or promised) would aid in the referral process, and dramatically cut down on cancellations.


    When people bought online, they got a Thank You e-mail.

    When someone gives me a lot of money for a material object (like a vacuum cleaner), they generally thank me, and then I thank them. But I'll compliment their purchase choice. And in my store, when they buy a high end product, I'll give them some small add on for free. Then they usually thank me, and then I thank them.

    When they don't buy, I don't thank them.

    But there are ways to thank people that sounds like they saved your life...like you were begging for the sale. And there are ways to thank someone as a courtesy. We all know the difference when we hear it.
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    • Profile picture of the author Monetize
      Originally Posted by Claude Whitacre View Post

      When they don't buy, I don't thank them.

      Mr. Whitacre, I cannot believe that you do not thank those who
      did not buy from you. Does that mean that you don't even thank
      them for the time that they spent watching your demonstration?

      Isn't that awkward. What do you say to them?

      Couldn't those naysayers be swayed to buy from you with some
      niceties? Or do you just forget them and move on to the next one.
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      • Profile picture of the author Claude Whitacre
        Originally Posted by Monetize View Post

        Mr. Whitacre, I cannot believe that you do not thank those who
        did not buy from you. Does that mean that you don't even thank
        them for the time that they spent watching your demonstration?

        Isn't that awkward. What do you say to them?

        Couldn't those naysayers be swayed to buy from you with some
        niceties? Or do you just forget them and move on to the next one.
        You cannot believe it, because you don't know everything that I do, and what happens when I'm selling.

        If they are in my store and don't buy a vacuum cleaner from me, I may say "It was good talking with you". But I'm not going to send them a card.

        If they didn't buy from me from an in home appointment, I may say "I enjoyed meeting you". If they gave me a drink of water or cup of coffee, I'd thank them for that. it was always pleasant.

        If they don't buy in the store, I may say "I hope I see you again" or "It was good talking to you". But saying "Thank you" when they didn't buy from me would sound like sarcasm coming from me.

        Watching my demonstration isn't a favor they did for me. Explaining what I have, explaining their options, offering my advice, and answering their questions is a courtesy I extend to them. It's never a favor they did for me. It's a matter of positioning, but also how I really think.

        I'm always courteous, no matter how they conduct themselves. Always polite, no matter how I feel about them personally.

        As far as in home selling, when they didn't buy from me that day, they never...never bought later. It took me years to accept that as a fact.

        In the store? Sure, many came back. But I am always nice. It's never awkward.

        You can be nice, professional, and courteous without actually saying "Thank you".

        One thing I do though....
        If they come in my store for a really minor service, I'll usually do it for free. It may only cost me a few dollars, but it makes a huge impression on them. The service is done as a favor, without expecting to be thanked or paid...or even expecting future business.

        It's not because I'm a wonderful person, it's because I have learned that these little acts of kindness pay off handsomely.

        Think about this...We are human. When two people meet in person, and have a conversation, there are very few instances when one person says "Thank you" to another.

        Does a doctor say "Thank you" as you leave? A dentist? A lawyer?

        If you offered to take someone out on a date, and they said "No", would you say "Thank you for at least talking to me"? If they said "Yes", would you say "Thank you for dating me"?

        Saying "Thank you" in most cases is the most Salesmany thing you can say.

        Nearly always, the non-buyer says "Thank you" to me, because i treated them well, and was nice. And I usually say "You're welcome" or "It was fun meeting you".

        But thank them for talking to me? Like they were doing me a favor? It would sound sarcastic or disingenuous. And it would never be genuine.

        Added later; That in person selling. Selling online? Sure, you would get thanked, or congratulated, for every step before the sale or after.
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        • Profile picture of the author Monetize
          Originally Posted by Claude Whitacre View Post

          You cannot believe it, because you don't know everything that I do, and what happens when I'm selling.

          You are very wonderful for taking the time to explain all that.
          I never knew that once they don't buy from an in-home demo
          they never buy at all. I wonder why that is.

          I also think that it's nice when a business does a small repair
          complimentary. I think that it builds goodwill and that it might
          possibly materialize into a sale at some point in the future.

          I'm a "thank you" person so I say that about almost everything.
          I just got off a phone call with some government worker and I
          must have told him thank you ten times, thank you for calling
          me, thank you for your help, thanks for the money, thanks for
          everything!

          I also refer to people as "Miss" or "Mister" I would even call
          a pet Mr. Fluffy. But that's just me, I think this may be a
          southern thing.

          As to the original question, I try to avoid dealing with buyers
          as much as possible, but in one of my online shops they get
          an auto-responder thank you message when they complete
          a purchase. I really do appreciate it when they buy my stuff.
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          • Profile picture of the author Claude Whitacre
            Originally Posted by Monetize View Post

            You are very wonderful for taking the time to explain all that.
            I never knew that once they don't buy from an in-home demo
            they never buy at all. I wonder why that is. .
            Here's why. If you are a really thorough salesperson (And I am), you answer every question they have and explore every possible reason for them to buy. At the end of that, if they don't buy, they never will....because they reach the peak of their desire for what you sell while you are there. After you leave, that desire to buy cools off, never to return.

            In my selling life (in home sales), I've done 12,000 presentations and had 7,200 sales. Of all the people that didn't buy, nearly all said they were going to buy later from me. Thousands even gave me a date. In my entire life, I had one of these people actually buy from me when I called them again. One.

            I'm a slow study, so it took me several years to finally grasp that they just weren't going to buy later. It isn't personal, it's just an expression of human nature.

            It's different in retail, and really different with online and mail-order sales.




            Originally Posted by Monetize View Post

            I also refer to people as "Miss" or "Mister" .
            Me too. If I don't know the name, I say "Sir" and Ma'm".

            I once had an elderly gentleman in my store and he needed an inexpensive repair. I did it (It only took a few minutes) and said "There you are, on the house".

            He said "I can pay. I don't need your charity" (Very unusual reaction)

            I said "Sir. I know you can pay. I did the repair for free as a sign of respect". I meant it, and he could tell I meant it.

            I thought he was going to cry.
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      • Profile picture of the author JPs copy
        A thank you once in a while goes a long way
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    • Profile picture of the author Jonathan 2.0
      Banned
      Originally Posted by Claude Whitacre View Post

      I would send a thank you card when they bought something from me (in their home). I would include some small gift as well.

      Truthfully, it was for business reasons. A Thank you card (a real one, that is printed on card stock) along with a gift (that wasn't asked for or promised) would aid in the referral process, and dramatically cut down on cancellations.
      That's an excellent example Claude. : ) Something similar Joe Girard used to do was send all his Prospects Birthday cards. And although it was partly to increase response, I just think it's a cool thing to do.
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      • Profile picture of the author Claude Whitacre
        Originally Posted by Jonathan 2.0 View Post

        That's an excellent example Claude. : ) Something similar Joe Girard used to do was send all his Prospects Birthday cards. And although it was partly to increase response, I just think it's a cool thing to do.
        I have to agree. It is a cool thing to do.
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      • Profile picture of the author savidge4
        Originally Posted by Jonathan 2.0 View Post

        That's an excellent example Claude. : ) Something similar Joe Girard used to do was send all his Prospects Birthday cards. And although it was partly to increase response, I just think it's a cool thing to do.
        One of the things we do when consulting with doctors is more than suggest CALLING each patient on their birthday to wish them a happy birthday. This simple act takes the "Pain" of calling the doctor out of the equation... they called you, and it boosts yearly check-up appointments. The response is usually "While I have you on the phone can i set an appointment for X?"

        Simply a great tool for Doctors and Dentists
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    • Profile picture of the author JPs copy
      My wife just got something dog-related off of TikTok. She got a hand-written note from the owner.

      Handwritten goes a long way. If it's on a sales page, it probably will get glossed over.
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  • Profile picture of the author Mark Singletary
    Maybe I'm like Monetize, I'm a thanker. Also, a Southerner.

    Which do you believe would generally be more effective when someone signed up for an autoresponder sequence? Don't say to test it since I'm talking attitude in general. Which tone is better? #2 doesn't thank the visitor at all but might be better in some cases. Do you think #2 is rude or lacks a customer service type feeling?

    1. Thank you for joining us. The information/report you requested is on its way. Blah blah blah
    Or
    2. Boy, this is your lucky day! You've hit the jackpot with what you are about to read in this report which you'll have in your email momentarily. Blah blah blah.

    Mark
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    • Profile picture of the author Claude Whitacre
      Originally Posted by Mark Singletary View Post

      Maybe I'm like Monetize, I'm a thanker. Also, a Southerner.

      Which do you believe would generally be more effective when someone signed up for an autoresponder sequence? Don't say to test it since I'm talking attitude in general. Which tone is better? #2 doesn't thank the visitor at all but might be better in some cases. Do you think #2 is rude or lacks a customer service type feeling?

      1. Thank you for joining us. The information/report you requested is on its way. Blah blah blah
      Or
      2. Boy, this is your lucky day! You've hit the jackpot with what you are about to read in this report which you'll have in your email momentarily. Blah blah blah.

      Mark
      Number 1 is definitely better.
      Better than "Thank you for joining us" is "Great to have you with us". Or even "I think you are going to get a lot out of this". It sounds like you actually gave it some thought.

      People like compliments on their action. They like to feel that their action benefited them. If you reward their action (signing up) with a compliment about them, or an implied benefit for joining, it's stronger...and sound like something a person would say in conversation.

      But "Thank you for joining us" is inoffensive to everyone, and that's a big plus over #2.


      I hate to say this, but "Thank you" is not a benefit. It isn't a compliment. It's an acknowledgement that is used so often, that it sounds like "Hi, how are you?"

      The secret is.... You probably know this..... is to sound like you personally sound, during a conversation.
      If you normally say "Thank you" in conversation, then by all means use it. Your individual personality is your best sales tool.

      And a sure way to repel members is to change how you speak to them. Be consistent in your person style

      Sorry for the lecture. I just love hearing what I have to say.
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    • Profile picture of the author savidge4
      Originally Posted by Mark Singletary View Post

      Maybe I'm like Monetize, I'm a thanker. Also, a Southerner.

      Which do you believe would generally be more effective when someone signed up for an autoresponder sequence? Don't say to test it since I'm talking attitude in general. Which tone is better? #2 doesn't thank the visitor at all but might be better in some cases. Do you think #2 is rude or lacks a customer service type feeling?

      1. Thank you for joining us. The information/report you requested is on its way. Blah blah blah
      Or
      2. Boy, this is your lucky day! You've hit the jackpot with what you are about to read in this report which you'll have in your email momentarily. Blah blah blah.

      Mark
      I would say #1 all day long. Follow that up later in the letter with some testimonial type stuff of success' etc and not only are you thanking them, you are have welcomed them to a "Tribe" or a "Community" which takes the ability to sell to another level.

      People want to "Belong". They want to see that they are not alone. People want to be associated with success. Look at what goes on, on say tic toc or Instagram.. all the fads... its not that most of it is cool, its the fact that one person got a million views.. so will they. Enter Eating Tide Pods... straight up DUMB, but it got views... not for one person but for hundreds.

      I am a strong believer the same mentality applies to Selling. So when possible, you want to thank them for joining the community, and not buying the product / service.

      My personal business model is "Family Centric". Welcome to the Family. We have BBQ's and gatherings and topic specific meetings to get the customers we have, to help recruit new customers. The service doesnt stop at just building a website or decaling a shop front. We sell success above and beyond anything... and back that up with our community of success'.

      So, thanks for coming, Thanks for taking the time, thanks for joining the family, great to see you again, etc etc etc, are requirements not only from my mouth but from every ones mouth that works for / with me. Right down to my Door Dash team... I expect the last words they speak after a delivery is "Thanks for using Door Dash"
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      • Profile picture of the author Claude Whitacre
        Originally Posted by savidge4 View Post

        I would say #1 all day long. Follow that up later in the letter with some testimonial type stuff of success' etc and not only are you thanking them, you are have welcomed them to a "Tribe" or a "Community" which takes the ability to sell to another level.

        People want to "Belong". They want to see that they are not alone. People want to be associated with success.

        I am a strong believer the same mentality applies to Selling. So when possible, you want to thank them for joining the community, and not buying the product / service.
        Probably the biggest take-a-way from this entire thread. Joining a tribe is one of the strongest emotional and instinctual drives we have. Whether selling face to face or online.

        Damn. I wish I had said it first.
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  • Profile picture of the author Diego Aguirre
    The best "Thank You" I have gotten from some companies is a discount coupon for my next purchase, I most likely buy again, even if I lost the coupon.

    But that's just me
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  • Profile picture of the author Jonathan 2.0
    Banned
    Originally Posted by Mark Singletary View Post

    A few years ago there was a big discussion about whether you should thank your customers or prospects for taking an action such as signing up for a report or making a purchase.

    Some said that the customer should be thanking them, so they did NOT ever say thank you. This group said that those who do say thanks, sound weak and like they need the money.
    I don't understand that. Sure, I suppose the way in which a Person/Marketer communicates/thanks their Customers could be construed as being "weak" ... However generally I think it's a great idea. Why? Because it just makes People feel good and appreciated. Many Entrepreneurs even offer unadvertised products/bonuses (etc.).

    People will almost always remember when a Person ― or Business ― goes above what most other People and Businesses are doing. IMO ― It's all part of being a World-Class Marketer/Entrepreneur.

    And although I can't say for certain, I would be very surprised if the People thanking their customers (and similar acts of appreciation) didn't ultimately make more money than those that aren't.
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  • Profile picture of the author discrat
    Thanks Mark for a great Thread starter.

    Personally, I think it is just good business sense and proper decorum to thank someone for their business or signing up for your newsletter etc..etc..

    As Claude said ( and it it is not just the humanity part of it) but it is more likely they refer you to one of their friends or loved ones if you are humble and tell them thanks for their business.

    It is a true Blessing in my book when a person decides to be a customer of mine and I will treat them as such.
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  • Profile picture of the author savidge4
    In the last few years... 3 or 4 now I have been playing with Thanksgiving, Christmas, New Years, Labor Day, and Memorial Day with NOT running or advertising sales. My e-mail communications are about gratitude to the customer and wishing them the best.

    The first year I did this was for New Years after getting a e-mail box full of "Christmas wishes" that were not even subvertly advertisements for sales. The response from my mailing lists for sending a basic "from our Family to yours" type message with no links, no sales was mind blowing. It took D A Y S to respond back to everyone that responded to the e-mail.

    I have since been tracking things like Customer Retention or repeat customers and the more I do this, the more we are finding our numbers that matter the most... repeat buying customers, is increasing year over year over year. Be it e-commerce, service etc it works straight across the board. It works as in 15 - 20 % retention / repeat levels to 40 and 50% levels.
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  • Profile picture of the author Jamell
    If some one makes a purchase show customer appreciation not only at the time of purchase but long after the purchase has been made .

    If a person participated in a survey or contest or something of that nature thanking them is a good way to incentivize them to want to participate in future events .
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  • Profile picture of the author AnupriyaSingh
    Thank you - a sign of weakness. From what I understand it is a sign of gratitude. By conveying and receiving simple 'thank you', you form a stronger bond. I don't see any harm in thanking customers who are there to do business with you.
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  • Profile picture of the author Brackwom
    Yeah, nice question! I always said thanks to all my clients. Thanking the customer, they make your behavior best.
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  • Profile picture of the author DWolfe
    Speaking of Doctors. Every January 2 the Doctor sends a text to start the New Year right. By scheduling making an appointment. Birthday he sends another. It's time to schedule your annual physical.
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    • Profile picture of the author Princess Balestra
      Originally Posted by DWolfe View Post

      Speaking of Doctors. Every January 2 the Doctor sends a text to start the New Year right. By scheduling making an appointment. Birthday he sends another. It's time to schedule your annual physical.
      My doctah is stalkin' my buildin'.

      I believe he is takin' things too far.

      All it took was a minor mis-Yogah incident, an unsightly swellin' to my left ankle, an' a weirdsy consultation involvin' a toonin' fork an' sum quotes from a famous jump skier whose name I forgot ... an' suddenly the guy got the hots for Moi.

      My trips out to the local store for zucchini now assoom a terrifyin' dimension.

      So it is time for disguise.

      Friends say I gaht a real mean zahmbie creep (rehearsed many times for halloween), so mebbe I could play an old gal -- Donna Zoopister -- an' throw the guy offa the scent.

      Or mebbe I should go wild at BaconWarehouseOnline daht kahm an' ordah twice my body weight in sliced pig delights.

      Prolly wouldn't take too long to fashin a kinda visyooly threatenin' exoskeleton of a muscle powah natyoore.

      "I her bodyguard, lame doc. Quit this street before I flex your frickin' head right offa your neck from 20 paces."

      Hey, but yeah -- thanks are cool.

      Encouragement in a world packin' regulah oblivion kinda smooths everythin' on up.
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      Lightin' fuses is for blowin' stuff togethah.

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  • Profile picture of the author Claude Whitacre
    Something I think should be cleared up about what I said earlier.

    Selling in person at high levels involves positioning. It's important to be seen by the buyer as the authority (on the subject). To be seen as in demand. To be seen as busy.

    I'm not talking about a whole production, but things I (we) say throughout the sales process.

    These things dramatically improve the chances of a sale on the same call.

    One thing is to be perceived as giving them advice, not selling. Recommending, not asking for the order.

    So....I want them to thank me. Once they do that, of course I am gracious and say something like "No. Thank you" or "It's my pleasure'. And when they buy, they almost always say 'Thank you". (in my experience)

    But not buying from me? After I've made a recommendation? After I spent an hour answering their questions?

    In no way am I angry or put out by them not buying. But they inevitable say "Thank you" as they leave. and since the exchange was almost entirely one way (from me to them), I generally say "I enjoyed talking to you" or "Enjoy your day'.

    As another example. Or rare occasions, someone will call me at the store after they read one of my books. They are always polite, and ask if they can ask me a few questions. If I am not with a customer, I'll talk to them...answering any question they ask, and offer suggestions.

    But I'm doing it as a favor. They aren't doing me a favor by calling me. So when I'm ready to end the call, I'll say "It was good talking to you". It's a polite way to end a call, or a conversation.


    the difference online, is that you are not investing your time and effort.

    If they sign up for your free newsletter, of course thank them (if it fits your personality).

    When someone calls me to place an order, of course I thank them.

    Anyway, I just wanted to hear my voice in my head again.
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  • Profile picture of the author Serene Carmen
    Yes, every interaction is a chance to build/strengthen your relationship with the customer.
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  • Profile picture of the author Simplify360
    I don't think thanking is weak. It just shows your manners and how the company is told to treat their customers.
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    • Profile picture of the author Gambino
      I recently changed our initial email sequence (for Facebook leads) so that the first (immediate) email is just a generic "here's your ebook" type thing with a funny gif and a download link. Then the next day, it sends a more personalized 'thank you for requesting..." type email that just checks in, makes sure the lead can access the download, asks if they were able to download it and to let us know what they think, sets expectations for future emails and includes a photo of my wife and I (who run the business). I would estimate that 10-15% of people who open this email reply to it positively.

      We also started mailing 'thank you' cards when someone buys a membership for our SaaS product. It includes a tiny gift (and in the future will contain a coupon for additional products). These have been very well received with several being posted on social media and driving additional leads/sales. They only cost about $4.50 all-in to send.
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  • Profile picture of the author Moodesburn1977
    I am not sure what type of business you have customers in or people that may read this are in if it is in a shop or in a corporate evrionment. but the business i am in is in digital products industry, a couple of things how to do business correctly is always focus on them and show that you are interested in them, and that you can really help them, and build up trust with your customers, sometimes you wouldnt even need to thank them, i think they would thank you for how you would have helped them, but i do think it is important especailly if you are sending out regular emails, the first point of contact is a welcome email or a thank you email will start the relationship off to a great start.
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