I was reminded of a business that sends out random thank you cards to vendors - all signed by everyone in the office and a personalized note on how the vendor makes a difference in the company. No special occasion, sent out twice a year to each vendor. Guess how often that vendor will remember that company to recommend them to people looking at solutions that same company can provide?
Top of mind for all the right reasons.
What brought that story to mind was a thank you received recently from someone I know through business. Granted it was for a wedding, but it was sent to a lot of attendees nine months later who are connected through business. I won't go into all the details here but let's just say there was a generic sticker thank you note attached inside each photo card and sent without signature or being personalized in any way. It was a box checked off the obligatory tasks list. It spoke volumes about the couple - personally and in business. Top of mind for all the wrong reasons - including catty gossip behind the scenes.