In these times when our ability to spend time with prospects in an effort to win new business is limited (or non-existent), we see our clients - and many other companies - doubling down to keep the customers they are currently working with. Customer retention has become more important than ever.

In the sales and relationship management business, there are many tools we can utilize to enhance our likelihood of retaining customers - account planning, communication, knowledge acquisition, solution design, and more. Perhaps one of the most effective strategies is also one of the easiest - showing gratitude and being appreciative of the opportunity to serve the customer.

Think about it: the customer has options. Out of all the options they had, they chose to work with you. That is a compliment for which you should be grateful. If you feel grateful, why not share it with the customer? One note of caution - this appreciation will only matter if the sentiment is genuine. If insincere, the customer may well see right through it.

A great time to deliver this message is during a relationship review presentation, where you are working to get credit for the value you have helped to create. During your "Them-Us-Fit-Action" presentation, or in the subsequent roundtable discussion, share your appreciation.

Finally, to all of IMPAX's clients past and present, thank you! It's an honor to work with you.