How do you say "thanks" to your customers? In the business-to-business world (in countries with large Christian populations) sending Christmas cards (now commonly called “Holiday Cards) to customers in December is one way to say "thanks."
Even though the thermometer outside my window says 99 degrees Fahrenheit, let´s think about sending holiday cards. If you get them at your business, the first few you receive usually stand out in your mind. But within days, you´re getting so many that the Law of Diminishing Returns kicks in. You don´t even stop and admire them anymore.For those of you in the USA, let me suggest you send out cards thanking your customers at Thanksgiving, not Christmas. For those of you not in the USA, Thanksgiving is celebrated on the fourth Thursday in November attributed by most people to the Pilgrims who landed at Massachusetts´ Plymouth Rock in 1620. But people in West Texas and New Mexico will tell you that the first Thanksgiving celebrated by Europeans in what is now the USA was actually celebrated 30 years earlier.
But enough history, let´s get back to "business." If you send out your thank you cards at Thanksgiving, your cards will arrive first and can be tied to a holiday whose purpose is well, to give thanks. You’ll need to change the theme from the oh-so-common “Seasons Greetings” to one related to thanking them for giving you their business.
If you do more for your more valuable customers such as sending them fruit baskets or other gifts, consider doing it then. Why? Because receiving a card or gift like that is so unexpected it "wows" the customer, as T. Scott Gross would say. That makes your company stand out in their minds.
The reason I bring this up now in July, is that you will have plenty of time to plan how you´ll do this, whether or not you´ll give different gifts for different customers and order the cards and gifts you´ll need. Don´t wait until the last minute.