In Sarasota, Florida, there is a donut shop next to the police station with a name befitting its location, Five-O Donut Company. This is no ordinary donut shop.
They have unique creations that raise the bar for all others in the business. They open at 7:00 AM and close as soon as they run out, usually far earlier than their published 1:00 PM closing time.
In addition to their unique creations, what also sets them apart is their customer appreciation.
Every year on the date I bought my first Five-0 donut, I receive a text with a link that says Happy loyalty anniversary from Five-O Donut Co! Here’s a special $5 offer toward your next purchase.
Imagine a tiny donut shop recognizing me as a customer and making me think of the great donuts they serve and how they value me as a customer.
This is a great lesson for all of us!
You may send your clients birthday cards, holiday cards, or cards on special occasions. However, there is a real possibility that they receive cards from others on those occasions too. So, while nice to get yours, it is likely read once and then lost in the stack.
You will standout by sending a note on the date of their first purchase from you. Something such as, Happy investment (insurance, annuity, banking) anniversary – X number of years ago you entrusted us with the opportunity to help you achieve your financial objectives. We are very grateful for your continued trust and loyalty. As always if you have any questions or concerns, always feel welcome to call. We are here for you.
This simple thoughtful note will reinforce to the client what you did and are doing for them and the value you provide. That is an arrestingly clever way to recognize and reward client loyalty!
No birthday card or holiday card has that same impact.