Expressing Thanks Expresses Sincerity
All other things being equal, people prefer to do business with those they know, like, and trust, according to author Bob Burg in his book Endless Referrals. Writing thank-you notes is a very powerful way to strengthen the very types of relationships that generate word of mouth referrals for a small business.
A written note expressing gratitude touches on each of Burg's three elements of referral networking:
- Knowing. The recipient will feel they know the sender of the note better because written notes are becoming more unusual, setting the sender apart.
- Liking. Thanking someone in writing for a referral, a compliment, or excellent customer service makes that person feel good about themselves all over again. That reinforces good feelings towards the writer of the thank-you note.
- Trusting. A well written note of thanks takes time and thought to write, which in turn builds social equity, leaving the recipient more likely to want to help the sender again in the future.
Elements of a Good Business Thank-You Note
Thank-you notes that contain clearer and more specific information appear more sincere, and will be appreciated more by the recipient.
- Clear Introduction. The opening sentence should make it clear that it is a thank-you note. Surprising the reader is clever, which is not the purpose of the note. A thank-you note is designed to make the reader feel good about doing something well.
- Include Details. The writer should use his or her full name, the date and location if appropriate, and specific details that make the topic worth setting time aside to write a note.
- Make It Special. Being sold a refrigerator is humdrum, but anyone who is talked into a smaller model by a salesman will remember the experience. Highlighting something that made the writer feel special about the experience adds human interest, something that will make the recipient hang that thank-you note on the wall in their place of business.
Thank-You Notes Are a Powerful Networking Tool
Thank-You notes may be hand written or printed, according to How to write effective thank-you letters: 8 tips from Write Express. What is important is that they are unusual and sincere, which makes the writer stand out among similar professionals. Notes may be written for good service, charitable donations, or even small things like having a conversation at a business networking event. Expressing gratitude in writing also speaks volumes about how the thank-you note writer would treat his or her own clients.
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