Mickey Pendergast
Small Gestures, Big Impact
by Jessica Pett
Dear Probus:
Making a big impression doesn't always stem from taking a big action. Sometimes, with relationships, it's the little things that count. In this issue of the Pulse, we take a look.
Enjoy!
Regards,
Mickey Pendergast
Communication is not always verbal; we also speak through our actions. As human beings, business owners, and consumers, we are subconsciously drawn to the obvious stuff- the website, the packaging, the social media posts- and the use of small gestures often gets forgotten. In this article, we dive deeper into the ways you can make your clients feel valued using small gestures.
Pay Attention.
In order to find the appropriate opportunities, you have to pay attention. Every client interaction is an opportunity to make a personal connection. For example, maybe a barista at a coffee shop has made small talk while taking a customer’s order and learns that it’s their first day at a new job. Taking an extra 10 seconds to write a ‘good luck’ message on the cup will not only put a smile on the customer’s face but will likely have them returning in the future because of this meaningful interaction. Be sure to pay attention and listen closely, there will always be hints within conversation for ways that you can make a positive impact on a person’s day.
Be Respectfully Personal.
Think about the ways in which you celebrate your friends and family- we recognize birthdays and anniversaries, praise big accomplishments and check in on their well-being. While these aren’t all cornerstones for business relationships, we can still bring this type of energy to them. However, there is a fine line when it comes to overstepping the professional boundary with your gestures. Sending a client a get well soon card for example, is a great way to show them you care. Sending homemade soup to their personal residence, is over-the-top and frankly, a little creepy. Maintaining professional boundaries while still leaving a lasting impact is key.
Words are just as impactful.
Kind gestures don’t always need to mean gift-giving. While sending cards or treats are always well-received, using just your words can also have the same effect. Follow up on a previous conversation- find out if that idea you discussed with your client went smoothly or if there is anything else you can help with. Say thank you- stop by their office or make a quick phone call to a client who referred someone to you. Give a compliment- congratulate someone on a job well-done after you’ve worked together. A kind word is never a bad idea and in business, it will likely benefit both parties involved.
But what will this cost me?
A few years ago, a McDonalds employee went viral for sending a personalized note to a customer who had placed their order for delivery to a hospital. In the note, McDonalds wished them well and covered the cost of their order. What did this cost McDonalds? Virtually nothing. What did it take? One eager employee with a keen eye and the power to do something positive. In the grand scheme of things, the minor costs associated with these small acts of kindness will return to your business ten-fold in the form of continued customer and client relationships.
Business can become a rigid place sometimes, it’s important not to check your human element at the office door. Sending only invoices and requests relays a message of ‘I only care about the next dollar made,’ rather than ‘I care about you; the client who made that transaction happen.’
What will you do to make a client feel special this week?