Gratitude: From Holidays to High Fives
How year-end gratitude can strengthen your veterinary sales.
The holiday season is upon us, bringing family gatherings, too much pie, and possibly some regrettable gift choices. But beyond the holiday buzz, this is the perfect time to hit pause on the sales hustle and reflect on the clients who made your year meaningful.
Gratitude isn’t just about feeling warm and fuzzy (or sporting an ugly sweater). It’s a powerful tool that turns clients into loyal fans. The holiday season provides the ideal opportunity to show genuine appreciation. Here’s how to make this season memorable for your clients – and set yourself up for an epic new year.
1. Why the holidays are the perfect time
The holidays offer a chance to pour on the gratitude without anyone thinking you’re buttering them up. As inboxes fill with generic greetings, yours can stand out by being personal and real.
Think about it: How many reps take time to genuinely thank clients rather than push a year-end promo? Not many. A well-timed, heartfelt message can be like the holiday gift they didn’t know they needed – minus the awkward gift exchange. When clients feel valued, they’re more likely to stick around and even refer you to others.
2. Why you’re lucky to be in veterinary sales
Let’s face it – we’ve got it pretty good. In veterinary sales, you’re not just selling products; you’re helping people help animals. (And yes, that’s way cooler than most other sales gigs.) Whether it’s a product that eases a senior dog’s pain or supports a kitten’s health, you’re providing solutions that make a difference.
Plus, animal-loving clients are passionate about what they do, which makes connecting with them rewarding. Show clients you’re grateful to be part of their mission, and that bond will last beyond the holiday season.
3. How gratitude gives you an edge
Here’s where gratitude goes from “nice gesture” to game-changer. When clients feel genuinely appreciated, it doesn’t just strengthen the relationship; it builds trust. And we all know trust is sales gold.
Think about the last time someone thanked you sincerely – didn’t it make you want to help them more? Gratitude is like an invisible loyalty card that never expires, and as I often say, the byproduct of being a good person is you tend to sell a lot of stuff.
4. Gratitude in action
Gratitude doesn’t have to be complicated, but it does need to be intentional. Here’s how to show appreciation in ways that will leave a lasting impression.
Tip 1: Make it personal
Skip the cookie-cutter holiday card. Instead, take time to write a note with a personal touch. Mention a specific moment from the year – maybe a successful product launch or a funny exchange. This shows you remember the details, and that’s what clients appreciate.
Tip 2: Schedule a holiday appreciation call
Set aside time for a few short calls with top clients, just to say thank you. And remember – no sales pitch! The goal is to show genuine appreciation, wish them well, and ask how they’re doing. Clients will appreciate a call that isn’t trying to close a deal.
Tip 3: Send a small, thoughtful gift
Forget the fruitcake (unless you’re aiming for laughs). Instead, send something thoughtful, like a pet-themed calendar, a donation to an animal charity in their name, or even a gift card to their favorite coffee shop. The point is to make them smile, not make them wonder how to regift.
Tip 4: Celebrate their successes
When clients hit a milestone – opening a new clinic or expanding services – acknowledge it. A congratulatory note or quick message shows you’re genuinely invested in their success and makes you more than just another sales rep.
Tip 5: Build gratitude into your routine
Gratitude doesn’t need to be a once-a-year thing. Make it part of your routine by setting reminders to check in and say thanks every few months. Consistent gratitude keeps relationships warm and builds trust year-round.
5. Embracing an attitude of thanks year-round
Gratitude isn’t just something you do – it’s an attitude that can transform the way you approach clients. Start each day by reminding yourself how lucky you are to be in this industry. Carry that into every interaction, and clients will feel it too. The result? A genuine connection that’s hard to beat.
Final Thoughts: Make thankfulness part of your sales strategy
As the year winds down, take a moment to reflect on the clients who made it memorable. Reach out to those who’ve supported you, and don’t hesitate to show some genuine gratitude. You’ll build goodwill and set a foundation of trust and loyalty that carries into next year and beyond.
Gratitude isn’t just a feel-good exercise; it’s a smart strategy. And as I always say, the byproduct of being a good person is you tend to sell a lot of stuff.
Wishing you a holiday season filled with gratitude, good laughs, and a little extra success to carry you into the new year!
Brian Sullivan, CSP, is the author of “20 Days to the Top” and a leading voice in the field of sales training and development. He believes in the potential of every salesperson to achieve their best and continually challenges sales professionals to reach new heights. Visit him at preciseselling.com.
