Gratitude is not only the greatest of virtues, but the parent of all the others.

- Cicero (106-43 B.C.)

s the holiday rush wraps up, you are returning to your day-to-day routine. You are refreshed, recharged by revamped goals, and ready for all the opportunities the coming year can bring. But before blasting out your door to prospect for new merchant accounts, why not take advantage of one asset you already have in hand? Your current clients.

Now is the ideal time to let them know how much you appreciate their business. Saying thank you today will strengthen your relationships and help keep the lines of communication open all year long.

The power of appreciation

We are all taught when young to say please and thank-you. But as we grow older and our lives become more hectic, we sometimes forget the wisdom found in those simple words. The truth is, though, that expressing our gratitude takes little time and effort. And the benefits it brings can be substantial - and lasting.

Expressing appreciation lets people know you are aware of them and their positive impact on your life. It lets your customers know you are grateful they have chosen to do business with you. Taking time to thank your clients for their support is vitally important.

Acknowledge all gifts

If you received any special gifts over the holidays, a special thank-you is definitely in order. For some clients, a phone call may do the trick. For others, putting your gratitude in writing may be more appropriate.

For those customers you choose to call, make sure the call is not a sales call. Just thank them for the gift or their continuing business and find out how they are doing.

They will feel special when they realize you just called to talk to them and are not trying to sell them anything new. (This can also pave the way for the next phone call, when you do have something to sell.)

Be personable

When you send thank-you notes, make sure to personalize them. There is nothing quite as insincere as a preprinted thank-you card. Make sure you not only sign the cards, but also include a note in each one, letting your customers know they are truly appreciated.

Use salutations and the customers' names. This way they won't think you are merely writing the same message to a long list of people without really valuing their individuality. If a customer gave you a gift, be sure to mention it, and describe how it has been used or enjoyed.

Close by saying something about the future such as, "I'm looking forward to seeing you in the New Year."

Send a gift

Another idea is to send a small gift with your thank-you note. This can be a promotional opportunity. Consider actually putting your thanks on the gift.

A coffee mug, for example, could be inscribed with something along the lines of "Thank you for your business" and be adorned with your company name and logo. And remember to include a personalized note.

Be real

No matter what form it takes, your expression of gratitude should be sincere and warm.

Make it a habit

Any time of year is the right time to make your customers feel that they are truly appreciated and that you are grateful for their business. In an industry in which customer loyalty is rarely assured, take full advantage of every opportunity to cement customer retention. By building relationships, you can foster loyalty from each of your clients.

Hats off to you

And in keeping with this idea, The Green Sheet Inc. staff wishes to thank all of our loyal readers. Our continued growth is due to your enthusiasm and support.

We welcome your comments and ideas, so please send an e-mail to greensheet@greensheet.com and let us know what you think. We look forward to providing you with more education, inspiration and actionable advice in 2007.

Thank you.