The impact of goodwill cannot be overstated. It can lead to brand loyalty, it can even forgive small mistakes and missteps that your brand makes. Goodwill can help you curate long-term clients, often derived from initial short-term customers. However, too many businesses misunderstand business goodwill. They can easily promise the world and never really live up to the impression they set, which creates the inverse of goodwill, irritation, and that can be harder to shift.

In other words, it’s important to never take goodwill for granted and to also assume there are no shortcuts for getting there. Those we sell to aren’t automatons we have to feed with the right ingredients to work, after all, instead treating them like sharp individuals who know what they’re looking for is wise.

So, let’s consider three simple, but enduring methods of achieving goodwill, utilizing all of the criteria we’ve discussed above to achieve that outcome. Without further ado, please consider:

Celebration Notes

You’d be amazed at how timely communication can allow for a good feeling on behalf of your customers. For example, you might place a handwritten thank you note in order boxes surpassing a certain value. Or, you might put out flyers or postcards to wish people well during the holiday season. Little celebratory notes like this show that you’re a human firm first, caring about the impact you have and the people who contributed to your year of trading. People tend to like feeling appreciated, and you don’t even have to “fake this through marketing,” a calm thanks will always win out.

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