It's the season to post about gratitude for clients and others who have helped you in your business. When you sell your expertise, however, I think gratitude needs to move beyond what can sound like a greeting card and into how you run your business, especially how you price. Here are four kinds of gratitude I see expert service providers miss.

Jessie Broussard, Chief Marketing Officer of top 50 accounting firm Frazier & Deeter, warns against the use of a phrase that's often a cliché in the marketing lingo of some firms: "trusted advisor."

Holding back answers in a salesy presentation doesn't build authority. Offering value does.