Gravy & Gratitude: Turning Thanks into Lasting Client Connections

Thanksgiving. That wonderful time of year when we stuff ourselves with way too much food, endure weird family conversations, and, if we’re lucky, take a minute to think about gratitude. But here's the twist: Thanksgiving isn’t just a day to wear stretchy pants and avoid politics at the dinner table. It’s also prime time to thank your clients—the people who make your paycheck possible. Yet most of us are so busy hunting down that next sale, we forget to simply say, “Hey, you’re awesome, thanks for being a part of this.”

Look, I know gratitude can sound like some fluffy, feel-good nonsense, but here’s the deal: Gratitude is a stealthy, wildly effective business tool. It builds stronger relationships, boosts your reputation, and—spoiler alert—it can actually make you more successful. And what better excuse than Thanksgiving to put it into action?

1. Why Thanksgiving?

Thanksgiving is practically an engraved invitation to reach out with a heartfelt “thank you.” Everyone expects some gratitude this time of year, so don’t miss the chance. Your “A” clients (the ones who actually pay on time and don’t make you want to pull your hair out) should definitely be hearing from you. And I don’t mean a boring, canned email that says, “We’re thankful for you!” Delete. Instead, think about doing something memorable, something that actually shows you care.

Here’s the trick: making a small gesture of thanks not only strengthens relationships but also sets you apart. Because, newsflash—very few salespeople actually take the time to personally thank clients outside of a deal. Go ahead, be the exception.

2. Why You’re Lucky to Be in Sales

Before we get into the how, let’s take a second to remember why we’re lucky to be in sales at all. Sure, it’s got its headaches (like being told “I’ll think about it” for the 47th time), but it also comes with perks. We get to work in an industry that’s about solving real problems. We don’t just push widgets; we create solutions that help businesses run smoother, faster, better. And guess what? We get paid to do it. Not everyone can say that.

Sales gives us access to decision-makers, personal growth, and, if we’re really lucky, a nice commission check. When you take a minute to appreciate all that, it’s hard not to feel grateful. (At least until your next cold call.)

3. How Gratitude Makes You a Better Salesperson

Here’s the truth: being a good person and genuinely caring about your clients actually helps you sell more. Shocking, I know. But gratitude goes a long way. When you show appreciation, you create a real connection. And trust me, clients can feel it.

Think about the last time someone thanked you. Didn’t it make you feel good? When clients feel appreciated, they’re more likely to keep working with you. Gratitude is contagious, and once you start practicing it, you’ll see it spill over into your daily conversations, your sales pitches—even that dreaded CRM update.

4. Practical Tips for Showing Gratitude This Thanksgiving

Alright, let’s get down to the nitty-gritty. How do you make gratitude part of your sales game? Here are a few specific ways to show appreciation this Thanksgiving—and beyond.

Tip 1: Make It Personal Ditch the generic “thanks for your business” email. If you really want to stand out, grab a pen (yes, a real one) and write a handwritten note to your top clients. Mention something specific about your work together. A personal touch goes a long way in this digital age, and you’ll be amazed at the response.

Tip 2: Schedule a Gratitude Call Pick up the phone and call your Top 10 clients—no sales pitch, no agenda, just a simple thank you. Tell them you appreciate their business and ask if there’s anything you can do to support them. These calls can lead to some surprisingly great conversations (and maybe even some future sales) without you lifting a finger.

Tip 3: Send a Small, Thoughtful Gift You don’t need to go big here. A book they might like, a coffee gift card, or even a donation to a charity they care about can mean a lot. The key is to show that you know them beyond “client X who buys product Y.” Just remember, the more personal the gesture, the better.

Tip 4: Celebrate Wins with Them Throughout the year, take a minute to celebrate your clients’ wins—whether it’s launching a new product or hitting a milestone. You’re not just their vendor; you’re a partner. Recognizing their success keeps you top of mind and shows you’re invested in their journey.

Tip 5: Build Gratitude into Your Routine This isn’t a once-a-year thing. Make gratitude a habit by setting a reminder every few months to check in with a thank-you call or note. It doesn’t have to be anything grand. Regular, small gestures add up, and soon enough, you’ll be known as the salesperson who actually cares about their clients.

5. Creating an Attitude of Thanks

Gratitude isn’t just what you do; it’s how you think. Cultivate an attitude of thanks, and it’ll change the way you approach your work and your clients. Start each day by reminding yourself of the opportunities this career provides, and carry that attitude into every conversation. You’ll be amazed at how your results start to shift.

Remember, thankfulness isn’t just a warm-and-fuzzy exercise—it’s a sales strategy. And it works.

Final Thoughts: Thankfulness as a Sales Strategy

As Thanksgiving approaches, take a few minutes to reflect on your clients and your career. Reach out to those who’ve helped you succeed, and don’t be afraid to show genuine gratitude. When you do, you’ll build a foundation of trust that will keep your clients coming back, deal after deal.

Because, as I always say, the byproduct of being a good person is—you tend to sell a lot of stuff.

Brian Sullivan, CSP, is the author of "20 Days to the Top" and a top voice in sales training. He believes every salesperson has untapped potential, and he’s on a mission to help you find it. Visit him at www.preciseselling.com.

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