Word-of-mouth is one of the best business builders at your disposal, whether you are a small business owner or an account executive at a multinational corporation. Referrals and personal endorsements are important.
For a warm lead, a phone call to say thanks may suffice. A small piece of new business warrants a written note. E-mail has become the norm but handwritten notes stand out and show that you took extra time to prepare the thank you. They will be remembered more than an e-mail. If your contact referred you a large or otherwise significant piece of business, then a gift is appropriate.
Alcohol and chocolate have traditionally been common gifts, but here you must tread with care. Unless you know for certain that the person enjoys drinking or chocolate, stick to something with broader appeal.
Gift certificates, such as those to a bookstore, are a solid choice. Books are useful, do not offend, do not cause allergies and provide the recipient with a large selection of possible gifts. The person will be sure to get something they really want. Do not go under $25.
If you can, hand deliver the gift. Take it up to reception in a nice gift bag and let the receptionist know who it is for. You do not need to see the person face-to-face.
Sending “thank you thoughts” down the referral chain
Let us say a bank manager calls me and wants a seminar for her senior staff. She says I was recommended by Vicki, who used to work at the bank. I will deal with the bank, and send Vicki a thank you gift. At Christmas time I will send the bank manager a Christmas card as a thank you for booking me.
Now, let us say that the bank manager refers new business to me. Do I still need to thank Vicki? The answer is yes. I will send the bank manager a thank you gift for referring me, and call Vicki to say how much I appreciated the initial contact.
Even in cases where referrals do not pan out, it is always important to let the other person know you appreciated the referral anyway. A thank you call is always appropriate.
What if you referred business to a colleague and they never got back to you? When you next talk to them, you might ask how it went. Do not expect a thank you. Some people just do not think that far ahead. What is most important is that you know you did the right thing.
Adeodata Czink of Business of Manners can be reached at 416.971.9754 or via adeodata@businessofmanners.com.
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