When I began my career in sales, there were no cell phones for quick messaging, and email wasn’t even a thing. I can’t recall all the details of my first sale, but I vividly remember receiving a handwritten note expressing sincere gratitude. That simple gesture made a lasting impact on me; it motivated me to go above and beyond for that client. It also made me reflect on my own gratitude for the person who trusted me with their purchase, inspiring me to send a heartfelt thank-you note in return. From that moment on, I was committed to ensuring that every client felt the same sense of appreciation.
Appreciation marketing might seem like a no-brainer, but the truth is, a lot of people just don’t do it. So what is appreciation marketing exactly? Appreciation marketing is a strategy that focuses on building relationships with customers by showing gratitude for their business. It’s a way for businesses to recognize the value of their customers’ time and money, and to show that they are committed to providing a good customer experience. For advertising consultants, sellers, and vendors in the auto industry, it’s crucial to recognize that building strong relationships goes beyond closing a sale or delivering a service. It’s about genuinely connecting with clients and showing them, they’re valued, something that often gets lost in the hustle.
One key aspect of appreciation marketing is focusing on your existing circle of clients. These are the people who already know you, trust you, and have experienced your work firsthand. By reinforcing those relationships, you’re not just securing repeat business but also creating brand advocates who will spread the word for you. It’s all about making your circle feel appreciated and part of something bigger.
Here’s the thing: perceived indifference can be a killer. If your customers think you’re indifferent to their needs after the sale or service, they’re going to look elsewhere. People like doing business with those who care about them, not just their wallets. So, if you’re not showing appreciation beyond the transaction, you might be missing a golden opportunity.
How to Show Genuine Appreciation
The real trick is doing something different—something that sets you apart. It doesn’t have to be extravagant. For example:
- A handwritten note
- A follow up call asking how their purchase is working out
- A birthday card
- Create a thank you video
Clients remember how you made them feel, so leaving a positive impression can go a long way. Make your appreciation feel genuine and thoughtful, and you’ll stand out in a crowded market. That’s the real power of appreciation marketing, it’s simple, yet incredibly effective.
I’ve spent many years in the sales industry, and I’ve learned that relationships are the cornerstone of lasting partnerships. The key isn’t just about being a reliable source of truth, but also about creating an exceptional experience for clients. Over time, many of my business relationships evolved into genuine friendships—connections where we could chat about life beyond the workday. These conversations aren’t about what someone needs, but about genuinely caring for their well-being, always.
Scott Horvath
Account Manager