Depending on what type of small business you run, it might be beneficial to you to check in with your customers on the anniversaries of their “big purchases.”


Let’s start with a great example.

One of our team members purchased a car about a year ago. She had an exceptional customer service experience from start to finish, so it should come as no surprise that she received the following email from the man who sold her the car this past weekend:

Dear Savannah,

As time has passed, I am sure that you have observed that I am a firm believer in keeping in touch with all of my customers.

An entire year has gone by since you purchased your 2008 Lexus RX 400h . On this special occasion, I want to wish you a ‘Happy Anniversary.’ I hope that you are enjoying your RX 400h more each day and that you will continue to experience driving pleasure in the coming years!

Best Regards,


This email couldn’t have taken more than a few minutes to put together, but it really made quite an impact! As far as Mickey knows (and hopes), Savannah is enjoying her “new” car, and will continue to do so for the next 5-10 years. She won’t need to buy a new car for awhile, so selling her another car right now is not his aim. Rather, this little note shows that he and the dealership are interested in the well-being of their customers for the long haul, and that they’ll be here to take care of her when I am ready to buy a new (or “new”) car.

Could you institute this sort of “anniversary” policy with your customers?

  • If you own an electronics store, how about checking in with customers on their big-screen TV purchases, one year later?
  • If you recently helped someone build their wine cellar, why not email (or call) and ask how they are enjoying it?

As opposed to seeming solicitous, it will let your customer know that you really care about their happiness. Plus, this type of note can make your customers feel good (even one year later) about the big financial commitment they made!

Even if an immediate sale is not likely, this type of communication with your customers helps keep you front of mind. They’ll be more likely to return, and more likely to refer you to friends and family.