Reflections from November’s BE Series: Use Gratitude to Drive More Sales—Here’s How

Every month, I look forward to gathering for the Sales BE Series. These sessions always ground me, and our November conversation on gratitude did exactly that. What began as a seasonal topic quickly opened into a deeper discussion about presence, appreciation, team culture, and the small habits that shape our daily work.

I started by admitting that my own gratitude practice had slipped this year. I wasn’t as present or patient as usual, and I could feel it. At a friend’s suggestion, I picked up a simple gratitude journal—three minutes in the morning and three minutes at night. It didn’t take long to notice the shift. I was lighter, more observant, more grounded. It was a strong reminder that gratitude only works when it’s practiced.

One of the most meaningful parts of our conversation came from Dave, who pointed out the difference between gratitude and appreciation. Gratitude is what we feel; appreciation is what we express. His team practices appreciation openly, creating a culture where new members immediately feel included and valued. That kind of culture doesn’t happen by accident—it shows up in the way they treat one another and, as a result, in how customers feel the moment they walk through the door.

We also explored how expressing gratitude to clients can lose its meaning when messages get cluttered. A participant shared that many “thank you” messages she receives come with survey links attached—making the gratitude feel transactional. That insight reminded us to separate our intentions: send thank-yous as thank-yous, surveys as surveys, and referral requests as their own communication.

The group shared thoughtful ways they stay connected with past clients—handwritten notes, small gifts, magazine subscriptions, customer block parties, and simple check-ins throughout the year. None of these require grand gestures; they simply require consistency.

And of course, we talked about referrals. Almost everyone admitted they avoid asking for them, even knowing how valuable they are. We agreed that timing helps—asking once at the point of purchase and again later when the excitement has settled. Many of us, including me, decided that this needs to become a real focus for 2026.

As we closed, I encouraged everyone to start thinking not just about next year’s numbers, but next year’s habits—because the relational behaviors we practice daily are what truly sustain results over time. This was one of our warmest sessions, and as we head into Thanksgiving, I’m deeply grateful for each of you and for the work you bring into the world.

Takeaways to Practice Now

Here are a few simple actions that came out of our conversation—small steps that can create a big impact:

• Restart (or begin) a daily gratitude practice.
Three minutes in the morning and three minutes at night can change your perspective.

• Keep your messages clean and separate.
Thank-you notes, surveys, and referral requests should each stand alone.

• Express appreciation openly and often.
Make “I appreciate you” a natural part of your interactions—with your team and with customers.

• Send handwritten notes throughout the year.
They stand out, they’re personal, and they make people feel truly seen.

• Ask for referrals twice.
Once at the point of purchase, and again later when the experience has settled in.

• Create tools that make referrals easy.
Offer clients a couple of business cards, a small thank-you incentive, or a template they can share.

• Prioritize the after-delivery call.
It’s one of the most powerful touchpoints you have.

• Strengthen your internal culture.
Encourage team camaraderie, compliments, and collaboration. Customers feel what your team feels.

• Stay connected with past clients consistently.
Seasonal cards, thoughtful gifts, event invitations, or simple check-ins go a long way.

• Set relational goals for 2026.
Not just sales goals—goals around gratitude, follow-up, appreciation, and referrals.

Wishing you a warm and joyful Thanksgiving.
I’m grateful for you—truly.