Hugs & Kisses: A Valentine’s Gesture for Client Loyalty

My husband and I were enjoying a wonderful Valentine’s Day afternoon and decided to stop by our local pub.  When we arrived, we received a personalized Valentine’s Day card and a Hershey’s Hugs & Kisses chocolate from our waitress.

I was flattered and impressed. As a businessperson I could not stop but think about the implications of receiving this gesture. Did everyone get one?  Did Jenny know we were coming in today? Did she have some spare cards and chocolates in her purse just in case a particular customer came in? The biggest question – did it matter?

Here is someone who took some time to think of her patrons and bought a little something to show her customers that she appreciated them. A little time and a little money I believe created a huge result. I couldn’t help but feel a little more loyal to Jenny as a result of her kind gesture.

What are you doing in your business to create that same sort of loyalty? You may often feel as if you are interrupting your clients if you give them a call to inquire how they are doing.  If you don’t have a purpose for the call or an established relationship, you could be right about your call being an interruption.

Think about your clients. What would they appreciate?

  • An article that is focused on their business
  • A referral
  • Insight into their business
  • A note of congratulations on an achievement
  • A hand-written note, perhaps thanking them for business
  • Setting-up a conversation that discusses strategy
  • An invitation to an event that is important to them

The more personal the gesture, the more meaningful it will be to the recipient. If you are sending articles about business, be sure to mention to your client that you remembered they had expressed an interest in a particular subject and thought you would enjoy this article.

I tend to keep it simple. Over the years, whether I was bartending in my younger days or now leading an organization, I send thank you cards to demonstrate appreciation. Many of my clients with whom I have the best relationships, often say, “It was so nice to receive a hand written card”.

When was the last time you gave a client a Hug or a Kiss? Symbolism is important here.
What are you doing to keep client loyalty? I would recommend that you make it genuine. People want to connect; they don’t want to feel like they are a means to an end.

Action: Call a client that you haven’t spoken to in a while, or send them a note. I promise, your genuine consideration will pay dividends.

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