Sending clients thank you letters builds loyalty

The lost art of writing thank you letters is a powerful tool in building business relationships and, unlike most business letters, favours personal over professional every time.

Hand write the letter if possible but otherwise avoid sending a template letter as it defeats the purpose of saying thank you in the first place.

Write clients letters to express gratitude for closing a new deal, loyal custom or for any referral they may have sent your way. It also pays to acknowledge people for any mentoring or guidance they may have provided or even for the opportunity to present a business proposal to them despite never securing a deal or contract.

Planting seeds for future business.

The aim at the end of the day is to remain memorable to people as you never know what opportunities may present themselves just around the corner.

Consider sending a business thank you letter to clients or contacts to express gratitude for:

• Business referrals
• Meeting new clients
• Repeat business
• Opportunity to present
• Closing a deal
• Losing a deal
• Professional advice or mentoring

In each instance, use your own words to ensure sincerity and make it personal to the recipient. The personal touch means you’ll remain in their heads long after the deal is done.

You may consider buying a greeting card or custom-making your own with your company branding to leave a lasting impression.

For example: Business referral

Dear John,

Just a quick note to express my appreciation for referring (client’s name) to me last week.

Janet

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