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Showing Gratitude and Relationship Selling

Posted by Tony Cole on Thu, Dec 23, 2021

Working with clients can sometimes be difficult. But in successful relationship selling, it's critical that you are regularly showing gratitude and thanks.


Where time has gone, I am not sure. But one thing I am sure of is that the upcoming holidays are a time to give thanks for the wonderful blessings in our lives.

It can be difficult, can't it?  As humans, we tend to remember and harp on much of the negative, instead of recognizing each and every day as a privilege. And, often, we do the same in our businesses.

  • "Our numbers are down this month?  Sound the alarm!"
  • "We received a bad review on Facebook?  Call a companywide meeting!"
  • "Marketing and Sales aren't aligning?  These people are hopeless!"

Sound familiar?  Now, I know I'm being a bit dramatic for effect here, but these statements are not that far off.

Wouldn't you say we act the same with some of our clients?

  • "Why don't they take any of our ideas?"
  • "How do they expect us to finish this proposal on time?"
  • "They are starting to get on my nerves!"

We've all been there.  Working with clients can be tough work.  We all expect so much from one another that one little instance can make us tick and might even ruin a business relationship forever.

So, I am asking that you send something to your clients, former or current bosses, colleagues, mentors, loved ones, etc. today thanking them for sticking with you.  A thank-you email/letter, a free piece of merchandise, flowers, a company t-shirt, free access to an online course, cookies (who doesn't like cookies?), or whatever else you can come up with.  Trust me, it will feel GOOD.  We will do the same. 

It's the least we can do for the great folks who have stuck with us through thick and thin and have represented our brand as advocates for the Anthony Cole Training Group.  It's also the least we can do for the loved ones who have stuck by our side in tough times.

So, I leave you today with these four questions. I'd encourage you to print these and hang them in your office so that you remember to give thanks every single day and not just during the holiday season.

  1. What are you most thankful for in your personal life?
  2. What are you most thankful for in your business?
  3. What are you most thankful for in your clients?
  4. Why haven't you told someone about it yet today?

Have a very happy holiday and a joyous New Year!

Watch Our Holiday  Message

Topics: client experience, relationship selling, building sales relationships


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    Anthony Cole Training Group has been working with financial firms for close to 30 years helping them become more effective in their markets and closing their sales opportunity gap.  ACTG has mastered the art of using science-based data and finely honed coaching strategies to help build effective sales teams.  Don’t miss our weekly sales management blog insights from our team of expert contributors.


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