BMJ Stone
EZG Manufacturing
Federated Insurance
Fraco USA, Inc.
Hohmann and Barnard, Inc.
Hydro Mobile, Inc.
iQ Power Tools
Kennison Forest Products, Inc.
Mortar Net Solutions
Non-Stop Scaffolding
Pullman Ermator
Southwest Scaffolding
Tradesmen's Software, Inc.
June 6, 2011 6:00 AM CDT

Thanks, But No Thanks!

The lost art of customer appreciation


A little thanks goes a long way.

A little thanks goes a long way.
Over the last 25 years, our construction company has built more than 500 projects and hired at least 10,000 subcontractors. As I think back, I don’t recall receiving a thank you note from a subcontractor, ever, for any reason. It seems the art of appreciation for your customer has become forgotten. Business owners and managers tend to take good customers for granted over time. Companies must think doing a good job is thanks enough, but I disagree.

Unexpected Thanks

Just a few weeks ago, I received an unexpected thank you note and personalized gift from one of my speaking clients for doing more than I was paid to do. I took some extra time to help them with their company’s marketing strategy. A few days later, a big Fed-Ex package appeared at my office. To my surprise, it was a gift box filled with six frozen T-bone teaks and stuffed potatoes. A little hand written card from Ronny Jones read, “George, thanks for taking the time to help my business. I appreciate your input and advice.”

Wow! I was surprised and impressed. I immediately called Ronny and thanked him for the uncalled-for, but appreciated, gesture. In his low-key humble way, Ronny said, “Golly, it was no big deal.” Guess what? It was a big deal to me. I will always remember Ronny for that small token of his appreciation. He didn’t have to send me a gift. He didn’t have to write a thank you card. But he did. And, most don’t. That sets him apart from the crowd. That makes him special.

Simple, little gestures return 1,000 percent. The next time I have an opportunity to do business with him, I will go out of my way to make it happen. I want to do business with people who care about me, respect my time, and appreciate me. Wow! He really cares about his customers. Do you?

Thank Them

Want to get more profitable work? Want to make your repeat customers loyal? Want to sell more than price? Want to set yourself apart from your competition? Want to show your customers you care? Thank them. A little thanks goes a long way. Small tokens of appreciation and unexpected thank yous get you remembered. Normal holiday cards and gifts are expected and don’t give the punch that an out-of-the-ordinary gesture creates. Make it a habit to thank your clients on a regular and unexpected basis.

‘One A Day’ Vitamins

My personal goal is to send out one hand-written thank you card to a client, potential client or referring party every day. On an annual basis, my goal is to thank each loyal and repeat customer at least three times in writing. I want to tell him I appreciate the opportunity to do business with him. I want to thank him for letting us be on his team. Occasionally, I also send out a small gift of appreciation as well. The key is to do it. It only takes a minute. These notes, cards and gifts work like One A Day vitamins. They keep your bottom line healthy.

Your notes need only be one or two lines long. Short notes make big statements. Always handwrite them, including the envelope. I look for top quality, different, interesting, fun or success-orientated cards to send, and the more unique, the better.

You also can send along business books, funny cartoons, business articles, something fun, business tips guide, tickets to sporting events, invitations to association meetings, or gift certificates to a favorite restaurant. Anything you send should focus on the customer, not on you. Never send out marketing materials with your thank yous as that implies you are selling instead of appreciating.

A Little Goes a Long Way

It is amazing how little it takes to set yourself apart from your competitors. A little gesture goes a long way. The return on thanks will amaze you, if you give them out. Don’t stay stuck in the normalcy of “Thanks, but no thanks.” Start today. One a day. OK? Just say “thanks” and “I appreciate you.”

About the Author

George Hedley is a best-selling author, professional speaker, and business coach. He helps entrepreneurs and business owners build profitable companies. Email to request a free copy of Everything Contractors Know About Making A Profit! or signup for his e-newsletter. To hire George to speak, attend his Profit-Builder Circle academy or find out how he can help your company grow, call 800-851-8553, or visit


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