Expressing Gratitude in Business
The practical guide to using simple, personal appreciation to strengthen relationships, speed deals, and improve retention.
Why is Expressing Gratitude in Business Important?
Gratitude isn’t just nice – it’s powerful. Studies link gratitude to better health, productivity, and happiness. In business, it drives engagement and performance.
Happier teams → higher productivity
Employees who feel valued show up, stay focused, and produce better work. Small thanks lead to measurable gains in engagement and output.
Faster sales, fewer no-shows
A timely, personal thank-you increases meeting attendance and speeds decision-making. Gratitude makes your outreach stand out.
Higher retention & renewals
Personalized appreciation strengthens relationships customers keep. Point of Reference saw a 96% renewal rate after shifting to gratitude-led engagement.
Showing Gratitude in Business
Gratitude is a growth tactic. Whether you’re in sales, managing accounts, or running events, authentic appreciation strengthens relationships, differentiates you from competitors, and drives better results. Below are ideas tailored to each business area, plus resources to help you put gratitude into action.
Sales
Why It Matters:
Gratitude cuts through the noise, builds instant rapport, and reduces no-shows. It also shortens the sales cycle and keeps you top of mind.
When to Show Gratitude:
1. When a prospect accepts a meeting
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Customer Engagement
Why It Matters:
Active listening and thoughtful gestures drive loyalty and retention.
When to Show Gratitude:
1. Milestones (renewals, anniversaries, big wins)
Get more tips for the How to Strengthen Customer Relationships in Our Virtual Environment
When to Show Gratitude:
2. Personal life events (new baby, move, promotion)
Get more tips for the How to Strengthen Customer Relationships in Our Virtual Environment
When to Show Gratitude:
3. After resolving an issue or achieving a goal together
Get more tips for the How to Strengthen Customer Relationships in Our Virtual Environment
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Marketing
Why It Matters:
Thanking attendees, speakers, and partners turns one-time interactions into ongoing relationships. Gratitude also improves your brand image and encourages deeper engagement.
When to Show Gratitude:
1. Before an event (invites, confirmations)
When to Show Gratitude:
2. During the event (recognition, surprise touches)
When to Show Gratitude:
3. After the event (thank-you notes, recap gifts)
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Wellbeing & performance
Improves happiness, health, and workplace productivity for both giver and receiver.
Sales impact
Helps reps stand out, win more meetings, shorten cycles, and reduce ghosting.
Retention & loyalty
Personalized thanks boost renewals and customer satisfaction.
Brand & culture
Regular appreciation builds goodwill, strengthens your employer brand, and motivates teams.
High ROI
Small, low-cost gestures often deliver outsized gains in engagement and lifetime value
Industry leaders on gratitude
Expressing Gratitude in the Holiday Season
The holiday season is a uniquely wonderful time to step back, reflect, and say thank you to your clients and coworkers for a great year. Even though it is the busiest time of year, remember to take time to make gratitude a priority.
One common mistake business professionals often fall into is sending the same generic things to everyone. Personalized gratitude means so much more to people and shows that you truly value them.