How your business can make the most of the holidays

At the end of the year, you might be thinking about how the quarter is going to end, but the rest of the world is thinking about the holidays. Getting in the spirit shouldn't just apply to your personal life - it should also be a natural part of your business initiatives.

Even though personal holiday obligations can be fraught with challenges, a business has even more things to consider. Outside the office, you know your family and friends' quirks, likes and dislikes, and they know yours. It's a slightly different situation when the audience in question is your customer base - you might not know everyone terribly well, and they might be an extremely diverse group.

But instead of being intimidated by that and doing nothing, you should simply take a thoughtful approach to sending out holiday cheer with a more professional spin. Consider these tips as the season approaches:

* Keep it subtle. If you're sending out Christmas cards or holiday letters, make sure that they're subtle enough that customers feel included, no matter what their faith might be. Pass along the feelings of goodwill that the season brings and it's hard for the recipients to feel offended.

* Send a token of your appreciation. This will depend on the size of your customer base, but no matter how many clients you have, it's a nice gesture to send a little something to thank them for their business and loyalty. Whether it's a basket of delicious foods, gift cards for coffee or a photo holiday card with a discount coupon inside, there are plenty of ways to make sure your customers feel appreciated.

* Host an event. Another way to spread some holiday cheer is to invite customers in for a festive occasion. Whether you want a formal or casual gathering, it gives you the opportunity to connect with clients in person and have a bit of fun. Have your team avoid hard sales or anything that might take away from a pleasant, light-hearted event that winds down the year on a positive note.

Making a little extra effort during the holidays can yield positive results in the coming year. By showing your clients that you appreciate them and sharing in the joy of the season, you'll be building a stronger relationship that can benefit your business for a long time to come.