In marketing, we focus a lot of attention on making a great first impression. But what about making a lasting impression? What can we do to make our clients remember us long after the transaction is complete?
Simply doing the job well isn’t enough. Clients expect that; it’s what they pay for. As business professionals, we have to find ways to go above and beyond for our clients. If we can make their experience memorable, we’ll give them a story to tell for years to come.
Let’s look at seven creative business ideas that will leave your clients with a serious case of post-sale butterflies.
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1. Light up the room with a thoughtful housewarming present.
There’s no better way to say “thank you for your business” than to show your clients you’ve been paying attention. We recently spoke to a real estate agent who did just that. For the sake of the story, let’s just call him Tim.
Tim had a client who was looking to make an offer on a house. It was out of her price range, but the client had simply fallen in love with the crystal chandelier hanging in the dining room.
Unfortunately, that deal didn’t come through. But when Tim helped the client close on a more affordable option, he tracked down the same chandelier and had it installed as a housewarming present. Talk about going above and beyond!
2. Show them you know “Who” they are.
The key principle of any good customer appreciation strategy is to simply pay attention to the client. Get to know them. Learn what makes them tick. Learn who they are — and what they like.
Joan had been helping her clients nail down the details of their mortgage loan. The couple, in their mid-thirties, had a couple of children, ages 12 and 8. The entire family was huge fans of the BBC show Doctor Who.
Joan remembered this come closing time, did a little research and put together a fantastic gift basket of Who-themed memorabilia, including Blu-ray sets, Target novels, comic books, a replica scarf (13 feet long!) and a huge shipment of Jelly Babies direct from the UK!
3. Give them a birthday to remember!
Nick had just helped a client close on his first home and had thrown a little in-office celebration complete with champagne. During the gathering, it came to light that the client would be moving in on his birthday. Nick kept this nugget of information in the back of his mind, and when move-in day arrived, he had a birthday cake custom made to look like client’s new home and hand-delivered it himself for an impromptu birthday celebration.
4. Do a little something super for the kids.
Randy’s clients signed a year lease on an apartment, and he was helping them sort out their renter’s insurance. When he found out their son was a huge Superman fan, he sprung for a one-year subscription to DC’s Action Comics and Superman titles. The child was thrilled, and so were the parents!
5. Appeal to their artistic side.
When John asked his clients how they’d met, they told him a lovely story about bumping into each other while viewing the drawings of Vincent Van Gogh at the Guggenheim in New York. So for a housewarming gift, John commissioned a drawing of the couple in the style of Van Gogh. As customer appreciation goes, this was John’s masterpiece!
6. Score with the sports fan.
Bonnie’s client was a Boston transplant and a huge Celtics fan. After closing, he’d be attending a family reunion and returning to the city for the first time since he’d left for college eight years prior. Bonnie checked the schedule and, sure enough, the Celtics would be playing when he got to town. You can imagine the client’s excitement when he found he’d have two tickets waiting at will-call!
7. Give them something practical.
Elizabeth’s clients were moving from Florida to Minnesota just in time for winter. While they were well aware of the climate differences they were about to endure, Elizabeth was afraid they might not come prepared. When they arrived, she had the shed filled with the necessities, including a brand new high-powered snowblower!
Wrap-up
It doesn’t have to be big; it just needs to be thoughtful. If you really want to stay top of mind with your clients for repeat and referral business, get to know them and focus on creating a memorable experience. A little customer appreciation goes a long way!
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