As we edge into the final stretch of the year, there's one question I ask myself—and often encourage the leaders I work with to consider: Who helped you win this year?
Not what. Not which campaign, which new tool, or which initiative.
Who?
Because behind every closed deal, every retained client, every tough quarter you pushed through—there was likely someone who made it happen.
A teammate who went the extra mile. A client who gave you the shot. A partner who came through when it mattered.
The more chaotic and competitive the business gets, the easier it is to overlook these people in favor of chasing what's next. But here's the truth: recognizing the right people is more than just being kind; it's strategic.
Recognition Strengthens Retention
In sales, we spend a lot of time chasing new prospects. That's fine—but your strongest ROI is often hiding in plain sight: the relationships you've already built.
Have you thanked your top 10 clients this year? Not just with a renewal contract or an upsell proposal, but with real, personalized recognition of their loyalty, partnership, and impact?
The best accounts stick not just because of price or product, but because they feel seen. When people know they matter, they stay. And they grow.
Inside the Team: Name Your MVPs
Think about your internal team. Who stepped up when deals stalled? Who took ownership when a handoff broke down? Who kept morale up when Q2 fell flat?
Thank them, specifically, in a way they appreciate and feel seen.
This isn't about trophies or plaques. It's about showing people that their work matters, that their contribution wasn't just noted—it was essential. This kind of clarity drives performance better than any pep talk ever could.
If you want discretionary effort, acknowledge discretionary effort.
Post-Sell and KARE
Gratitude doesn't stop at the close. Sandler teaches the importance of post-sell steps—reinforcing the relationship, preventing buyer's remorse, and positioning for long-term value. A well-timed thank-you call or note can keep your buyer engaged (and confident in their decision).
This ties directly into the KARE model:
- Keep clients by recognizing their value
- Recapture old accounts by acknowledging the relationship you once had and the value they brought
- Expand by honoring trust and delivering on it
- And sometimes, gratitude earns you the shot to Attain new clients through referrals
How to Start
Want a quick exercise? Try this:
- Write down the five people—clients, colleagues, partners—who made the biggest difference in your year.
- Next to each name, write what they did that helped move the needle.
- Then, reach out not with a pitch or a request, but with clarity and thanks.
It might turn into a business conversation, or it might not. However, it will deepen the relationship, which sets the stage for future success.
As leaders, it's our job to drive toward results. But great results don't happen in a vacuum. They happen because of people—people who believed in your product, your leadership, and your team.
Before the calendar flips, take a moment to answer the question:
Who helped you win this year?
And if you're ready to build next year's strategy on top of the relationships that got you here, let's talk.
