While small business owners and entrepreneurs understand the important role each employee has in the success of their company, they also recognize the distinctive value their salespeople bring to the business as key revenue drivers.

With a unique set of skills, sales employees are able to expand a company's customer base, and collect valuable market intelligence, which can help steer marketing strategies and lead to business growth.

"Customer-facing employees come to understand your customers' and prospects' needs and problems, so their insights can guide product quality, service solutions and much more," says Sean Peek, marketing director for the company he co-founded, Lightning Media Partners.

Seize Opportunity to Show Your Appreciation

Research shows that giving employees special recognition boosts their morale, company loyalty, and productivity — and National Salesperson Day on December 13 is the perfect opportunity to recognize the efforts of your sales staff.  

"A business is only as successful as their ability to sell their product or service, and salespeople are the ones on the front line making that happen," says Michelle Farnsworth, content marketing manager at Calldrip, which specializes in real-time sales automation tools.

Employees who feel appreciated will work harder to help your business succeed, according to surveys — and successful entrepreneurs like Peek.

"When your employees believe in your organization, those positive feelings translate to your customers," writes Peek in a Business.com blog. "Conversely, dissatisfied employees can cast a negative shadow over your business and turn customers off."

Employee surveys point to the positive effect recognition can have on motivation at the workplace, including a Gallup poll in which 92 percent of those surveyed  said they would likely repeat an action if recognized for it.

"It takes nurturing to develop a workforce that optimizes your operations," explains Peek.

How To Celebrate Sales Staff

Showing appreciation for employees comes in different shapes and sizes, and how you do that for your sales staff in December will depend on several factors, such as your type of business, as well as individual preferences of the employees you're acknowledging.

For example, some small business owners will opt for an all-staff lunch event to celebrate sales staff, while others may want to choose gestures that are lower key or less public, like a personal thank-you note for each sales employee.  

"Hand-written notes are an extremely underutilized form of appreciation, but they'll never go out of style," shares Emil Shour of SnackNation in a blog by employee engagement platform Culture Amp.

HR specialists say it's important for small business owners to consider employee preferences when it comes to recognition options including on National Salespeople Day. You may have employees who would like a gift card, extra time off or a financial bonus to mark the occasion.

"When I receive a bonus, and I wasn't expecting one, I get all cheesy about it," says Andrew Schrader of Chobani in the Culture Amp blog.

Looking for more ideas on how to make employees feel valued? This blog can help. Or, take a look at 30 Easy Non-Monetary Ways to Reward Your Staff.