The Business Benefits of Showing Gratitude to Customers, Clients, and Colleagues

By Brendan Kamm

As we approach the new year, many of us are thinking about the last twelve months, and setting goals for the year ahead. This reflection is centered around personal goals we hit, milestone achievements, or hard lessons we have learned. Upon reflection, how often do we ask ourselves, "Did I show enough gratitude and appreciation to those around me?"

We often get wrapped up in what we want to accomplish and don’t stop to think about the people around us that provided support, helped cultivate and grow our business, or were simply a positive energy in our lives.

The end of the year is a great time to set gratitude goals, and also to take some extra time to show gratitude. In fact, studies show that sharing gratitude isn’t just positive for the recipient, it will likely make you feel happier at the same time.

In our business lives, this can be a key part of our emotional intelligence and how well we connect with everyone, from clients to colleagues. With this in mind and the season of giving upon us, let's take a look at the business benefits of showing gratitude, what business leaders need to know about spreading gratitude.

Business benefits of showing gratitude

Gratitude is the gateway to building relationships

As the year comes to a close, share gratitude and warmth to those that have impacted your business this year. People like to do business with people they like, and everyone likes to feel appreciated for their efforts. While you should always be professional, don’t be scared to connect with people on a more personal level.

Gratitude as a sales and marketing catalyst

When it comes to sales and marketing, it can sometimes feel like these two teams are at odds. But why? The sales team has the inside scoop on key customers, and the marketing team is a main point of contact for existing and potential customers.

When it comes to showing gratitude these two teams can be highly efficient working together. The marketing team can find creative, efficient, and simple ways to show appreciation, and the sales team can make sure the gesture is personalized and impactful to specific customers.

Gratitude makes a lasting impression, especially when it’s personalized

With personalization, a gesture of appreciation shows a person that you care about them, their work, and their life. Personalization, however, is not slapping your logo on a coffee mug or sweatshirt. Make it about the recipient to show you are listening and that you care.

If you show that level of thoughtfulness in your personal interactions, potential clients know you will also show it after you win their business.

More articles from AllBusiness.com:

• Showing Gratitude in the Workplace Matters
• Gratitude Should Be a Year-Long Habit for Your Small Business
• Customer Appreciation: 10 Ways Businesses Can Show Their Gratitude
• 10 Daily Habits of Great Leaders
• The Importance of Intention and Mindfulness in Entrepreneurship

Ways to show gratitude in business

There are countless ways to share gratitude and reap the positive effects of doing so:

• Keep a gratitude journal, write a thank-you note, reflect on someone you are grateful for, or share your gratitude through a gesture of appreciation.
• People want to relate to others, so when attending a networking event or having a conversation with a client, take mental notes. Do they like the same sports teams as you? Do they have a favorite café near their office? Remember these things so you can make an impactful impression later.
• Rethink the generic holiday gift basket and company branded swag that too often get tossed aside. Instead, consider spreading gratitude in a way that’s personalized to your recipients—their likes, tastes, style.

Practicing gratitude can make a positive impact on both your personal and professional relationships. A habit of showing gratitude should become the backbone of your business, strengthening relationships and bringing your team closer together as the new year begins.

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