Mothers try to teach their children the importance of the thank you note, forcing the children to sit down after holidays and birthdays in order to write “Thank you” notes to every relative who sent a present.

As usual, mom was right. People do like getting thank you notes, and customers of a small business are no exception. The thank you note is one of the strongest – and most simple – marketing tools a small business can use.

Why Say Thank You

A thank you note adds a nice finish and follow up to cold calls, sales visits, and meetings. It conveys a couple of messages to customers, all of them positive. First, it shows that the small business representative understands the customer is a busy person and appreciates the time taken for their meeting. Second, it shows that the small business has consideration for other people and this is a show of good customer service. Third, a thank you note implies simple good manners. It is an act that takes time, and in this hurry-up society, time is our greatest commodity. To take time to say thank you shows a customer that the small business will take time for other business-related matters. The customer, ultimately, feels important.

Another benefit for the small business owner is that the thank you note will keep your company fresh in the mind of the customer after the meeting. The thank you note shows that the small business owner pays attention to every detail. In return, the customer will pay attention to the small business owner.

How to Say Thank You

The thank you note loses part of its punch if it is a computer-generated generic form letter. While yes, on one hand it is the thought that counts, on the other hand, a form letter is crass. And the customer will remember that he is just another cog in the small business’s machine.

Instead, whenever possible, the small business representative should write a quick, polite thank you note by hand, on professional-looking note cards, written in blue or black ink. The note should include a personal comment about the meeting. If the small business representative has terrible handwriting and does not feel that a handwritten note would be professional, a typed note will work, as long as it is obviously not a form letter. Having special stationery for thank you notes is a nice touch.

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