Thank you.
Two simple words that, according to a New York Daily News article in 2016, Americans say, on average, five times per day. The same article notes that according to research, we may not even mean it more than half the time, it’s just being said out of habit.
I once had a boss who sent an email out to his large team that said, “please stop replying to my emails with ‘thank you,’ as it clogs up my inbox, your thanks is understood.” Instinctively, I started to write back, “Got it, thank you!” Perhaps I was raised right after all, otherwise I’m not sure why I feel the need to be polite, but to me the phrase “Thank you” can’t be used enough and is, most certainly not, just understood.
In our Sports Media Sales World, I think saying “Thank you” (and meaning it) is one of the most important things we can do. And we should be doing it often.
In fact, I believe it is one of the very first things you should say upon meeting a client for the first time. “Thank you for taking the time to meet with us.” Translation – we know you are busy and we know your time is very valuable.
When the CNA is concluded, I will often thank the client “for giving us the information we needed, in order to really identify your needs and your target audience to customize a marketing program for you.” For some business owners, talking to others and opening up about their business challenges, is not something they enjoy, so it’s good to let them know you appreciate all the information they gave you.
Of course, at the end of the meeting, we’re going to thank the client again for their time, after we’ve recapped what we heard and our assignment, as well as secured a follow up visit for the presentation.
Later in the day, or the next morning, you will have the opportunity to send a thank you note, recapping the biggest needs you uncovered during your meeting, the task in front of you and letting them know that you’re looking forward to seeing them at the day and time of the next scheduled meeting.
At that next meeting, guess what? You got it, you’re going to thank them for giving you the opportunity to present a comprehensive marketing plan that will help them solve some of their challenges and grow their business.
Because the world is perfect, when they’re so blown away by your presentation of ideas and solutions and they agree to purchase the largest option, right on the spot, you are once again going to say, “Thank you,” this time for allowing you the privilege of partnering with them and their company.
As a manager, when I’m introduced to someone doing business with us, it is always my practice to say, “Thank you for your partnership, we appreciate the opportunity to work with you.” I believe this says that I not only value their business, but that I view it not as a one-way street, but something where we both contribute in order to make it a success. All of that, from simply thanking them.
Managers should also be aware of the power of a thanks to an employee and how it can go a long way. People want to be appreciated and acknowledged.
It goes beyond just business relationships, of course. It’s common courtesy that should be extended to everyone you encounter, and most of all, it’s simple, one of the easiest things to do to show appreciation.
Thank you for reading.
Dave Greene is the Chief Media Officer for Barrett Media. His background includes over 25 years in media and content creation. A former sports talk host and play-by-play broadcaster, Dave transitioned to station and sales management, co-founded and created a monthly sports publication and led an ownership group as the operating partner. He has managed stations and sales teams for Townsquare Media, Cumulus Media and Audacy. Upon leaving broadcast media he co-founded Podcast Heat, a sports and entertainment podcasting network specializing in pro wrestling nostalgia. To interact, find him on Twitter @mr_podcasting. You can also reach him by email at Dave@BarrettMedia.com.
