When you connect with a new customer, what's your ultimate objective? To satisfy, delight, exceed expectations, create "WOW results"...? No question— but here it is: to turn that new customer into a repeat customer. Long-term customers are the gift that keeps on giving. This alchemy of turning prospects into long-term relationships starts with saying thank you— the right way, using the right tool: email. An automatic-response-style thank you email is utterly worthless. (Have you ever opened an auto-generated email? I haven't.) In fact, sending a canned, templated thank you email may be worse than sending nothing at all because it creates an inhuman aura. Being inhuman is the kiss of death to long-term customer relationships. If you don't need to respond, provide complete contact information, or deliver useful information to the customer, then sending a simple thank-you email works best. For example: "Thank you... below is my complete contact information. Please feel free to reach out..." "Thank you... below is the link to the article/website/resource we discussed..." "Thank you... as promised, attached is our resource guide..." Always customize the subject line to ensure they open your thank you email. "Thanks from ACME Consulting" to a potential super-client is like kryptonite. "Link to Excellent Resources We Discussed..." is specific and clear. Keep email sign-offs simple and sincere. Email tip: Never try to add extra sales pitches in a thank-you email. "Thank you, now buy more of our product!" Does that sound sincere? Thank-you emails should just express gratitude, never make requests. Phone Calls. Expressing thanks over the phone can be tricky: On one hand, a call is personal, sincere, and builds rapport; on the other hand, it can be an unwelcome and awkward interruption. In most cases, a phone call is the least preferred way to say thank you. Imagine this conversation: You: "Hi John, it's Jeff... I just wanted to thank you again for choosing us." Customer: "No problem." You: "Uh... so, heh, thanks again, have a great day!" Awkward, right? Unless you enjoy uncomfortable interruptions, a thank-you phone call must have a secondary purpose, such as needing a response. For example: "Thank you... I'm calling to schedule an appointment to (provide the service you sold)..." "Thank you... I want to ensure everything has gone smoothly since our last interaction..." "Thank you... I'm following up to learn about the information we didn't know when we met..." Keep it short, direct, and start with sincerity. Don't try to upsell after a sale! (By thanking correctly, you'll earn the opportunity to sell later.) Phone tip: If you must thank by phone, consider calling after hours and leaving a message. Your call will be less likely viewed as an interruption, avoiding any possibility of "I called just to say thank you" awkwardness. Handwritten Notes. This is perfect when you want your message to be seen, no reply is necessary, and you wish to convey sincerity. Many people delete emails without a second glance; but everyone opens "real" mail. Just ensure you include personal details so the note doesn't feel generic: "Thank you... we're especially looking forward to working with your new equipment..." "Thank you... I look forward to seeing you at next week's game..." "Thank you... I'll be back in (your city) in three weeks and hope we can meet privately then..." Handwritten note tip: Avoid overly personal details. Including, "Give my regards to your wife and kids..." If you've never met the client's family, it sounds insincere. "Private" doesn't mean you can't talk business; "private" can pertain to the client's business. Use the overall guidance above and be as accommodating as possible regarding how you communicate your thanks in the manner your customer prefers. Some may be happy, even reassured, by persistent phone calls; others view phone calls as a last resort communication method. Establishing a long-term customer is based on understanding your customer, so first understand how they prefer to communicate so you can thank them the right way— their way.