The society has suffered degradation of values. No more respect for the elders, chivalry is dead, racism still exist, and even saying thanks for helping out happens hardly ever. I guess you’re wondering about the connection of these transgressions with your small business. Maybe you’re even wondering if there’s really a connection after all.

What if I tell you that by saying “thank you” to your customers will give you a strong competitive advantage? Crazy idea? I don’t think so.

Let me warn you, though, about the gravity of this tactic. It requires utmost sincerity and if the other parties (customers or employees) sense it’s just a lip service, it will backfire and damage your reputation as a person and as entrepreneur.

If you’re one of those good-hearted leaders who never forget to say thanks, you’re in luck. If not, I suggest you start practicing it now until it becomes a habit.

There are different ways of saying thanks and you must know when to deliver it.

Thank you Employees

Sadly, employees don’t receive much appreciation from employers. Maybe it’s the notion that they are paid to deliver results and saying thanks is too much. This is a dead wrong perspective and I hope you don’t think that way.

What’s the benefit? Motivation, productivity, profit, and initiative. Recognizing employees for doing a great job increases productivity levels and lowers turn over rate. This will have a domino effect on they approach customers. Treat your employees harshly and they will do everything to see you fall. They might even refer your loyal customers to your leading competitors.

The next time you see an employee, take time and say how much you appreciate their contributions to the company. In case you meet your targets, celebrate with your people so they know you’re grateful.

Thank you Plus!

Saying thanks must have a follow-up. Sometimes, it is not enough to say these words but more importantly you must learn how to make them feel your appreciation. It can be thank you plus gift or thank you plus discounts. Anything you can bundle is good enough.

When I was an assistant negotiator for a pharma company in 2003, I met some Japanese suppliers who offered me better margins for our business. After series of negotiations and countless lunch outs, I realized that one executive loves to cook exotic dishes. When we sealed the deal, I sent a package to that executive containing our partnership contract and I added a cookbook of exotic dishes in Asia. You can’t imagine how much he appreciated that gesture and even now he still relay that story to other people.

In a more productive way, make it your interest to promote the interest of your customers. An advertising firm, for instance, might have some free articles or white papers related to its customers. A simple gesture of sending a thank you note plus a good article to help improve their business fosters strong partnership.

That’s thank you plus plus!

Thank you x 100

There is strength in numbers. You just can’t imagine the overwhelming feeling when there are 2,000 people helping you say thanks to your customers. This strategy is commonly practiced in the non-profit organizations. Still, this is applicable across different industries.

A particular non-profit organization, for instance, raised $1 million to help victims of hurricanes. What they asked in return is to write a simple thank-you note to the sponsors. Instead of you saying thanks for the donation, you have millions of victims to back you up.

I know one entrepreneur who lets his five-year son write thank-you letters to all beloved customers during holidays. In the letter, the child says thanks for helping the business grow and for helping him get a better future. I say this really appeals to emotional level but very risky if you’re not sincere. It may be even viewed as exploitation.

Thank You Party

If business is good, throw a small party; invite all your loyal customers, employees, and suppliers to celebrate that sweet victory. Add some flavor of networking in the celebration night. Meaning, be the link who will connect different customers nationwide, introduce suppliers to other partners for possible business collaboration, and sustain overall relationship to the industry.

Thank you ASAP

Say thank you right away and don’t wait for so many days before showing your appreciation. There is always timing for everything. A good combination is saying thanks today and sending small gifts tomorrow.

Thank You Complaining Customers

With faced with complaints from irate customers, do not get angry and be appreciative. After all, it indicates that they are willing to do business with you and just want you to tweak system. A disgruntled customer will easily leave your company without saying much. Complaining customers just want to correct your inefficiency (if there’s any).

Instead of antagonizing them, take time to personally meet them or call them to say how much you appreciate their initiatives and concern to improve they way you do business. Most entrepreneurs have the tendency to ignore these complaints, a fatal mistake.

Saying too much “thank you” might appear phony even if you’re sincere. Saying thanks after 3 days will not have much impact.