Years ago, Michael F. Sciortino Sr. published a book called “Gratitude Marketing,” based on his professional philosophy and firm by the same name, which specializes in helping advisors grow their practices through carefully nurturing long-term relationships. No matter what industry you’re in, we could all benefit from customer appreciation and long-term, fulfilling customer relationships. With this in mind, and in light of the upcoming Thanksgiving holiday, we wanted to take a deeper look at the role gratitude can play in marketing and business success.
Give Thanks
Put simply, expressing gratitude means giving thanks. While many companies send their customers a “thank-you” email or gift (e.g. thermos with their logo on it), real gratitude goes further. It’s not a tactic. It’s an entire way of reframing your relationship with your customer.
As such, authenticity is a must. You can’t just show gratitude by putting out a mailer; you have to genuinely feel it. When you’re operating from a place of authentic thankfulness, it will spill over into your conversations and your efforts.
Instead of thinking, “I have to get this client project done,” you might think, “I get to wow this client today.” The shift might seem simple, but it can make a world of difference in your relationship, your happiness and your ultimate work product.
Take Time
We love what Joshua B. Lee says on this topic: “Gratitude isn’t just about rattling off a list of things you appreciate and going back to being insanely busy and stressed. It’s an invitation to pause, reflect, and align yourself with your greater purpose. Why do you do what you do? And what makes it worthwhile? Practicing gratitude will help you find out, and refresh your marketing approach along the way.”
Don’t scrawl a quick thank-you note because you think it will be a nice gesture. Use a nice pen and sit with your thoughts for a moment before penning genuine thoughts of gratitude, because you’re eager for the recipient to feel your thankfulness.
Meaning Over Numbers
In our data-driven world, we’re often forced to attach metrics to everything we do. Sometimes, this is useful. But when it comes to gratitude, opt to seek out meaningful mile markers rather than numbers.
For example, you can thank a customer for their kind words to you instead of thanking them for the extra sale they made. This not only puts the focus on their humanity, but it also strengthens your relationship. After all, it shows you’re viewing them as a person, not a transaction.
November is a wonderful time to refocus your attention on every single thing you and your team have to be thankful for, but it’s also a time to remember that gratitude shouldn’t be a once-yearly practice. Encourage your employees to give thanks regularly, in the office and outside of it, and strive to create a culture where good deeds are appreciated - and good people are, too.
Wishing you joy and gratitude this season. We’re so thankful for you.
