The document discusses achieving greatness through gratitude and appreciation marketing. It promotes developing a strategy to send daily expressions of gratitude to customers, clients, friends and family using a convenient and inexpensive tool. Maintaining current customers is important as it costs much less than acquiring new ones. Expressing gratitude fosters loyalty and referrals while making customers less price sensitive. Appreciation marketing helps build deeper relationships.

1. Achieving Greatness through Gratitude

2.  Mission Statement:
◦ To promote the development and nurturing of
business and personal relationships by sending out
expressions of gratitude on a daily basis.

3. The Appreciation Marketing Strategy:
 To perform a specific, scheduled
activity for sending out gratitude
every day.

4.  Would you or your business benefit from a cost-
effective, easy to use tool that enables you to send
appreciation and to send gratitude to your
(customers, clients, friends, family)?
 How would it benefit you or your business?
 Do you have access to such a tool now? How often do
you use it?
 If you do not have a tool, or do not use it
consistently, why not?
 What would it be worth to you to send out gratitude
in a simple, convenient, and inexpensive way?

5. Why is it important to keep your current
customers?
◦ Cost of retention of a client/customer is 10% of cost
of acquiring a new one.
◦ 5% improvement in customer retention equals 25%-
85% improvement in profitability.
◦ 68% of customer defection is because of perceived
indifference.

6. Deeper relationships produce loyal customers.
 Loyal customers tend to be …
◦ less price sensitive.
◦ more likely to generate unsolicited referrals.
◦ more willing to purchase ancillary products and
high margin supplemental products.
◦ less likely to switch to a competitor.

7.  The power of the personal hand written note.
◦ Personal notes can be developed to encourage long
term relationships with your customers/clients.
◦ Joe Girard – world’s greatest car salesman
 Power of “THANK YOU”
◦ Remember -- not saying “thank you” will do more
harm than saying thank you will do good.

8. Why Appreciation Marketing?
 People will do business with you if
◦ they like you and
◦ believe that you are genuinely concerned about them.
The business person who shows genuine
gratitude and appreciation will tend to
outperform the one who only
sells, promotes, and then moves on.

9. Reasons for not using Appreciation Marketing?
 It’s perceived as time consuming and
inconvenient.
 More of a “Round Tuit” task versus a planned task.
 Addressing, stuffing and stamping does take
time.
 Difficult to keep track of
birthdays, anniversaries, important dates.

10. Reasons for not using Appreciation Marketing?
People are often unaware of the benefits
◦ Increase customer loyalty
◦ Increase referrals
◦ Spend less time and money generating new business.
◦ Eliminate or reduce the issue of price as the primary
driver in your business.

11. Create an Appreciation Marketing strategy
 Set aside specific time to send out gratitude
every day.
◦ Put it in your planner -- make the commitment.
◦ What difference would it make to send out a
minimum of one expression of gratitude per day?
 We take time for the urgent, but we need to
make time for the important.
◦ “You never have time to go fishing, you make time
to go fishing.” (my Dad)

12. Create an Appreciation Marketing strategy
 When you send gratitude, send ONLY gratitude.
 Do not promote, or sell, and try to disguise it as
gratitude.
 Examples

13. What does an ideal AMS tool look like?
 Must be easy to set up and maintain
 Must not take up an inordinate amount of
time to accomplish
 Must be “real” – not an email
 Can be personalized specifically for the
recipient

14. What does an ideal AMS tool look like?
 System should remind you of important dates
- birthdays and anniversaries.
 Should be tax deductible.
 Should have a low overall operating cost.
 Should be inexpensive.
 Must be able to include gift cards, food
treats, gift baskets