Celebrate Their Wins
Forty practical ways to celebrate your customers’ wins, so you are remembered as someone who is truly glad for them.
Celebrating others builds belonging. Notice and cheer.
40 tips that really help
These ideas come from How to Win Friends and Influence People (Dale Carnegie), Give and Take (Adam Grant), The Progress Principle (Teresa Amabile and Steven Kramer), and The Power of Moments (Chip Heath and Dan Heath), and everyday practice. The first six help the most. Pick one and try it today.
Why being glad for them builds loyalty
Many people can sympathise with a friend in trouble, but fewer can be truly glad when a friend succeeds. Real gladness for another person’s win is rare and deeply felt. When you celebrate your customers’ wins, you become a person they want near them in good times as well as bad.
Think of one customer who had good news recently. Send them a short, warm note today, telling them that you are glad for them.
Notice a win before they announce it
The person who notices a win first, and says ‘congratulations’ before it is announced, is remembered. It shows that you pay attention to their world. To notice, you must look. Follow their news, websites and updates.
Spend ten minutes today looking at the news and websites of three customers. Find one win, and congratulate them on it.
Congratulate within a day
Timing matters. A congratulation sent within a day shows that you care enough to stop and write, while one sent two weeks later seems an afterthought. Do it fast and simply. A short, warm line is enough.
The next time you hear of a customer’s win, write to them within a day. Even three lines will do.
Keep the spotlight on them
When you congratulate someone, the moment is theirs. Do not turn it to yourself. Avoid saying, ‘I have good news too’ or ‘This reminds me of my product.’ Keep the spotlight on them, and let them tell the story.
In your next congratulation, ask one question about their win, such as ‘How did it feel?’ Then listen without adding your own story.
Celebrate the small wins too
Not every win is an award. A new customer, a good week, a finished task or a kind comment are all small wins. If you celebrate them, you show that you see the person’s daily efforts, and not only the big moments.
Look for one small win in a customer’s life this week, and send a short note: ‘I heard that you finished the project. Well done!’
Share their news with your network
One of the finest ways to celebrate a customer is to tell others about their win. When you share their good news, you give them a gift of publicity, and show that you are proud to know them. Always ask permission, and make it about them.
Ask one customer, ‘May I share your good news with my network?’ If yes, write a short, warm post about their win, and tag them.
Do not ask for anything in the same message
A congratulation with an ask is not a congratulation. ‘Well done on your award! By the way, could we meet to discuss renewal?’ The second sentence spoils the first. Keep congratulations pure, and ask on another day, if you must.
Look at your last congratulation. If it had an ask in it, send the next one with no request at all. Ask, if needed, on another day.
Be glad without envy
Envy is the quiet enemy of celebration. When a customer or colleague succeeds, we may feel a small sting: ‘Why not me?’ If we hide it badly, it shows in our voice. Notice the sting, let it pass, and then choose to be glad.
The next time someone’s win stings you, take a breath, and say to yourself, ‘Their success does not take mine away.’ Then congratulate them.
Congratulate a promotion
A promotion is a proud and sometimes anxious moment. A warm congratulation, sent quickly, shows that you share the person’s pride. People in new roles value allies. Say what you admire about them, and wish them well.
When a customer is promoted, send a note within a day: ‘Congratulations on your promotion. It is well deserved. I wish you every success.’
Remember the anniversary of their win
A win is remembered for a day by many, but a year later by few. If you remember the anniversary of a customer’s award, launch or record year, you show a deep kind of attention. Mark the date, and send a short, warm note.
Look at your notes for a customer’s win from a year ago. Send them a note: ‘One year ago, you won the award. I am still proud of you.’
A small gift for a big day
For a big day, such as a launch, an opening or a major award, a small gift can add warmth. It need not be costly. A plant, a card or a small box of treats says, ‘I am thinking of you on your special day.’ Check the rules about gifts.
For the next big day in a customer’s life, choose one small gift that fits them, and send it with a handwritten note.
Cheer for them in public, with permission
A public cheer, such as a comment on their post, a toast at an event or a mention in a talk, makes a person feel proud and supported. Do it with permission and warmth, and be sincere, specific and brief.
Find one customer’s public post about a win. Leave a warm, specific comment, such as ‘Congratulations! Your team worked so hard for this.’
Gladness is a gift that costs nothing
Many believe that to celebrate someone well, you must spend money. But gladness is free. A warm word, a smile and a bit of attention are enough. They may be remembered longer than any gift. Give gladness freely and often.
Today, give three people a free gift of gladness: a warm word for a win, a smile and your full attention.
Set up alerts for their news
You cannot celebrate what you do not know. A simple alert on your customer’s name or company will bring news to your inbox. It takes five minutes to set up, and can help you to be the first to say ‘congratulations’.
Set up a free news alert for your five most important customers’ company names. Check them once a week for good news.
Follow them on professional networks
Professional networks show a person’s job changes, projects and wins. If you follow your customers there, you will see their good news. A like, a comment or a short message shows that you celebrate with them. Be warm, and not intrusive.
Follow five of your customers on a professional network. Each week, give one thoughtful comment on a post about their work.
Read their company news weekly
Every company shares news: new products, new hires, awards, events. If you read your customers’ news once a week, you will hear about many wins and know their world. It takes ten minutes, and makes you a better partner.
Each Friday, spend ten minutes reading the news pages of your top five customers. Note one good thing to mention or celebrate.
Congratulate a new job
A new job is a big step. It brings pride, hope and some fear. A warm congratulation, sent soon, shows that you care about the person, and not only about the role. Wish them well, and offer to stay in touch.
When a customer moves to a new job, send a note within a day: ‘Congratulations on the new role. I have enjoyed working with you. I wish you every success.’
Congratulate a new baby, with care
A new baby is a moment of great joy, and also of tiredness and change. A warm, simple note shows that you share the happiness. But congratulate only when they have shared the news, and keep it light.
When a customer shares news of a baby, send a short, warm note: ‘Congratulations to you and your family. I wish you all joy.’ Add no business.
Congratulate a wedding
A wedding is a day of joy for a person and their family. A card, a message or a small gift shows that you share their happiness. Keep it warm, simple and respectful of their culture and wishes. If invited, attend with respect.
When a customer tells you of a wedding, send a card with a warm, simple message: ‘Wishing you a lifetime of happiness together.’ Add no business.
Congratulate an award
An award is public recognition of hard work. A congratulation from you, warm and specific, adds to their joy. It says that you saw the effort and are proud to know them. Say what you admire in their work, and be quick.
When a customer wins an award, send a note within a day: ‘Congratulations on the award. I have admired how you do X. You deserve this.’
Congratulate a new office or store
A new office or store is a big dream made real. It means long work, risk and hope. A warm note when the doors open tells the owner that you saw the dream and are glad for it. If you can, visit in the first week.
When a customer opens a new site, send a short note, and visit within the first two weeks if you can. Bring a small plant or card.
Congratulate a product launch
A product launch is a mix of pride and nerves. The customer has worked for months, and now the world will judge. A warm congratulation, and a promise to help spread the word, can be a real comfort.
When a customer launches a product, send a note on launch day, and share the news once with your network, with their permission.
Congratulate a milestone number
People love round numbers: a thousandth customer, ten years, a million sales, a hundredth order. These milestones show growth and are worth marking. When you notice and congratulate, you share in the pride.
Look at your customers’ pages for round numbers: years in business, followers, sales. Send a short, warm note about one milestone.
Congratulate a finished degree
A finished degree, a certificate or a course is a great personal win. It means years of study, often alongside work and family. A warm note shows that you respect their effort and growth. Yours may be one of few messages.
When a customer finishes a degree or course, send a note: ‘Congratulations on finishing. I know how much work it took. I am proud of you.’
Congratulate a recovery
A recovery from illness or injury is a quiet victory that few notice. If a customer has shared that they were unwell, a warm note on their recovery shows deep care. Be gentle, do not ask for details, and let them lead.
If a customer has told you that they were unwell, send a short, warm note: ‘I am so glad that you are feeling better. I have been thinking of you.’
Celebrate a win that is not about business
Some of the best wins are not about work at all: a marathon run, a first painting sold, a child’s success, a garden prize. If you celebrate these, you show that you see the whole person. Listen for them in conversation, and note them.
Think of a customer who has shared a personal pursuit. Send a note this week: ‘I thought of your painting. How is it going?’
Celebrate even if they chose a rival
Sometimes a customer wins, or grows, with the help of your rival. It can sting. But if you can congratulate them warmly anyway, you show great character. You show that you care for the person more than for the sale.
If a customer’s success came with a rival’s help, write to congratulate them anyway: ‘I am glad for your success. I wish you well.’
Celebrate a competitor's win quietly
When a rival of yours wins an award or a contract, it may be tempting to say nothing, or worse, to complain. A quiet, sincere word of congratulation shows maturity and tells everyone that you are secure and fair.
The next time a rival wins, send them a short, sincere note: ‘Congratulations on the award. Well deserved.’ Do not post it publicly unless you wish.
Celebrate your customers' customers
Your customers have customers, and their success is your customers’ success. If you celebrate the happy people at the end of the chain, you show that you care about the whole picture, and help your customer see the good they do.
Ask one customer, ‘What is the best story you have heard from your own customers?’ Listen, and share your gladness.
Write a short, warm note
The simplest way to celebrate is a short, warm note. Three or four lines are enough: ‘Congratulations on X. I am so glad for you. Well done.’ It takes a minute, and may be kept for years. Do not wait for the perfect words.
Write one celebration note now in four lines or fewer: the win, why you are glad and a warm close. Send it.
Send a call, not only a message
For a big win, a call carries joy in a way that text cannot. Your voice shows your gladness. A thirty-second call may mean more than a long message. If you cannot reach them, leave a warm voice message.
For the next big win, call the person, and say, ‘I just heard the news, and I wanted to tell you in person how glad I am.’
Send a handwritten card
A handwritten card is a warm and lasting way to celebrate. People keep cards that celebrate them, on shelves and in drawers. It takes five minutes to write and may be treasured for years. Use your own words, and keep them simple.
Write one celebration card by hand this week. Say the win, why you are glad and sign it. Post it the same day.
Send a small cake or sweets for the team
When a team wins, the whole team deserves a smile. A small cake or box of sweets, sent with a note, turns a quiet win into a shared moment. It also shows that you see the team, and not only the boss. Choose well, and keep it modest.
When a customer’s team wins, order a small cake or box of sweets for them, with a note: ‘Congratulations to you all. Enjoy!’
Raise a toast at the next meeting
A toast is an old and happy way to honour a win. At the next meeting, a short, warm toast, even with a coffee cup, makes the moment special. Keep it short, true and warm. Raise your cup, and say a few good words.
At your next meeting with a customer who had a win, raise your cup, and say, ‘To Maria, and to a great year. Congratulations!’
Share the credit with their team
When you congratulate a leader, mention the people who helped. ‘Congratulations to you and your team.’ It shows that you know how work really happens, lifts the whole team and makes the leader proud of them. Name names, if you can.
In your next congratulation to a leader, add a line for the team: ‘Please pass on my congratulations to everyone who helped.’ Name one person if you know.
Celebrate with a story of how far they came
One of the finest ways to celebrate is to tell the story of the journey. ‘I remember when you started with one table, and now you have three shops.’ It reminds the person of how far they have come, and shows that you were there.
In your next congratulation, add one line about the journey: ‘I remember when you started with X. Look at you now.’
Celebrate a failure survived
Not all wins look like wins. Sometimes a person survives a failure: a lost contract, a closed shop, a hard year. If they get through it and begin again, that is a victory. A kind word that honours their courage can mean a great deal.
Think of a customer who has come through a hard time. Send a note: ‘I admire how you kept going. It takes courage to begin again.’
Keep a calendar of their wins
It is hard to remember all the wins of many customers. A simple calendar helps. Note the date and what happened, and set a reminder for the anniversary. It lets you celebrate in time, and again later.
Create a simple ‘wins’ calendar for your top ten customers. Add each known win with its date, and set a reminder for the anniversary.
Teach your team to cheer
Cheering is a team habit. If everyone who deals with a customer knows how to celebrate, the customer feels the warmth at every touch. A culture of gladness is built by teaching and by example. Practise it, and praise those who do it well.
Hold a ten-minute team talk. Share three rules for celebrating customers: be quick, be specific and ask for nothing. Ask each person to send one note this week.
Make celebration a habit
Celebration works best as a habit. One congratulation is a nice gesture, but a hundred, over years, is a reputation. People will think of you as a person who is always glad for them. Make it small, simple and regular.
Block ten minutes in your calendar each week to look for customer wins, and send at least two celebration notes. Keep it up for a month.
Easy things to say
When you are stuck, pick one of these. They work in many sales conversations.
“Congratulations on the new shop!”
“I am so pleased to hear that.”
“May I share your good news with my team?”
“How did you do it?”
“I would like to send a small token.”
“Thanks for letting me celebrate with you.”
Your first week
One small action a day. Each day is only a little bigger than the last.
Set alerts for customer news
Congratulate one customer today
Send one card
Share a customer’s story with permission
Ask how they achieved it
Note milestones
Review monthly
Further reading
- How to Win Friends and Influence People (Dale Carnegie)
- The Go-Giver (Bob Burg and John David Mann)
- The Trusted Advisor (David Maister and others)
The tips above are written in our own words and are general guidance. The books are suggestions for further reading.
More lessons in “Build Trust That Lasts”
Keep going. Small steps every day make a big change.
← Previous: Check In Without SellingNext: Introduce People to Each Other →
- Smile Like You Mean It
- Use Their Name the Right Way
- Find Common Ground Fast
- Match Their Pace and Energy
- Small Talk That Opens Doors
- Be Interested, Not Just Interesting
- The First Five Minutes Checklist
- Do What You Say You Will Do
- Be Honest About What You Cannot Do
- Share Bad News Early
- Admit a Mistake and Fix It Fast
- Give Before You Ask
- Show Proof Instead of Making Claims
- Keep Promises Small and Real
- Be an Expert Who Teaches
- Give Free Value That Matters
- Recommend What Is Right, Even If It Is Smaller
- Tell Customers What You Would Do
- Be Independent and Honest
- Think Long Term, Not This Month
- Make Customers Smarter
- Open Posture, Open Mind
- The Right Amount of Eye Contact
- A Voice That Feels Safe
- Mirror Without Mimicking
- Dress for the Customer You Serve
- Make Video Calls Feel Personal
- Read Signs of Discomfort
- Remember the Small Details
- Send the Unexpected Thank-You
- Check In Without Selling
- Celebrate Their Wins
- Introduce People to Each Other
- Build a Simple Relationship System
- What to Do When You Make a Mistake
- A Sincere Apology That Works
- Turn an Angry Customer Into a Fan
- Rebuild Trust After a Missed Deadline
- When a Customer Doubts You
- Rise Above Gossip and Reviews
