Holiday shopping for family and friends is stressful enough. Now add to this the challenge many independent business owners face of finding thoughtful gifts to bestow on their best clients. Realtors, financial advisors and insurance representatives, I've done business with, continue to fill my mailbox with logo-embossed calendars, packages of seeds, daily planners, and flashlights on key chains. I have to admit the only thing I keep is the calendar. With a Blackberry as my lifeline these days, the paper calendar hangs on my cupboard with empty grid boxes. Its only purpose is to serve as a visual guide to help the kids count the days left until the next holiday or birthday.
While it is generous and thoughtful to remember one's clients, gift giving should be part of a series of touch-points when building relationships with customers. To give a gift a Christmas, when you haven't made contact throughout the rest of the year, can feel both contrived and uncomfortable. It is also important to ensure that the gift appropriately matches the business relationship. A small gift for a big customer feels chintzy and yet an expensive gift for a small customer feels more like a bribe.
While the distribution of inexpensive gift items are often sent to the entire client list, more expensive gifts - given to high-value clients - should be tailored specifically to the individual. For example, if the client is a dog-lover, a basket of canine treats and products would fit the bill nicely. Alternatively, you wouldn't want to make the faux pas of sending a Christmas ham to a Jewish or Muslim customer. If you do your homework and give thoughtful gifts driven by a client's preference, your efforts will demonstrate to the client how well you know him.
I'm sure that, within the professional circles I run with, the gift-giving I've witnessed pales in comparison to the big leagues. However, I was impressed with one business acquaintance who gave subscription gifts to her clients, something like a pair of designer socks or perfume, which would be sent to the client every month of the year. What a great way to keep her business top of mind all year round! How about a wine decanter, season's tickets to the theatre or a gift-certificate to a fine dining restaurant? Each of these gift ideas are unisex, desirable, and represent lifestyle luxuries as opposed to the more common office supplies that get tossed in a desk drawer.
The best client appreciation gift I ever received was from Telus many years ago. They sent me a box of Lindt Chocolates at Christmas wrapped in red wrapping paper and a big gold bow. If there's ever a way to a woman's loyal heart, it is through chocolate...although wine or a spa treatment will also suffice. I remain a Telus customer today and every year, around this time, I secretly hope to be rewarded with chocolates once again.
Until next week, stay in the black and keep coming back.
