A thank you gesture is one of the cheapest and more powerful tools at agents’ fingertips, according to Aito Specialist Travel Agents’ chairman Gemma Antrobus.
Speaking at the largest Aito domestic conference to date with 181 delegates, Antrobus said thanking customers, staff and suppliers, done in the right way, was one of the “most effective” ways to move the business forward.
“A genuine thank you carries more weight than you’d imagine. It takes a few seconds, but it’s possibly one of the cheapest and most effective marketing tools – just two words,” she said at the conference, held at Drayton Manor Hotel near Tamworth.
Antrobus cited two examples of companies that had recently sent her thank you notes for buying from them: gentlemen’s clothing store Charles Tyrwhitt and jewellery specialist Tiffany & Co.
“After buying a tie from Charles Tyrwhitt I received a thank you letter. It was hand-stamped, personal and I received a £10 voucher off a future purchase. I felt valued by this brand: they won my loyalty through the power of thank you,” she said.
Antrobus suggested agents use more personal thank you messages for clients. “Gifts are great but make them personal. How about muffins or biscuits instead of flowers?”
Just as important is making staff in the agency feel valued by thanking them for the hard work in a “genuine” way, she added. “Look them in the eye and tell them their bookings helped the agency hit its target that month. Get a round of coffees in or fill the fridge with some healthy treats once in a while.”