By Tina Dettman-Bielefeldt • October 22, 2009
"The most powerful acts of appreciation are the ones that are unexpected. When we act on a prompting to tell a co-worker, an employee or a client that we appreciate them in some way, any way, it is a great day for a least two people. The giver and the receiver."
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This statement by Joyce Nelson, owner of Joyce Ventures (www.joyce ventures.com), explains why she has dedicated her professional life to the concept of appreciation. She and her husband, Randy, offer strategic planning for relationship and appreciation marketing.
"Some of the greatest minds of the last century have been telling us the keys to success involve showing constant respect and appreciation to others," she said. "Abraham Lincoln stated that 'everybody likes a compliment' and Williams James said 'the deepest principle in human nature is the craving to be appreciated.'"
In appreciation marketing, the focus is on developing, maintaining and nurturing personal and professional relationships. Nelson reviews a company's current mission statement and procedures and looks for areas that need reinforcement. Based on the review, an action plan is created.
"There are a great variety of free and for-pay tools and strategies," she said. Tools include things like sending out cards, effective e-newsletters, personal contacts, networking, appreciation events, remembering dates and traditions, and community and family involvement.
Often, it's just a matter of putting thoughts into action. Nelson explains that we constantly send out energy through our thoughts, feelings, words and deeds. An employer might think that an employee is doing a good job. But, if the thought isn't transferred to an action, the opportunity to create something positive is missed.
"What if an employer would regularly express concern in a verbal or tangible way for families of employees, with appreciation or celebration?" Nelson asked. "What would be some possible positive results? How about reduction of sick days and employee retention? What would that do to the profitability of the business?"
The same principles should be applied to customer and client relationships. Much of Nelson's business comes from referrals, and she returns the favor by making referrals and matches to help other businesses succeed. Once a business has a good employee or new customer, appreciation marketing is effective for retention.
"Business people know it costs them six times more to gain new customers and clients than retain current ones, and we all know the figures are even higher for employees. In fact, most businesses come from the mindset of planning for the loss rather than planning for retention," Nelson said. "Changing that mindset and planning for a positive focus is what appreciation marketing is all about."
Tina Dettman-Bielefeldt is co-owner of DB Commercial Real Estate in Green Bay and Assistant District Director for SCORE, Wisconsin.
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