While focusing our energies on 'the big picture' and achieving the more noticeable tasks, we sometimes forget the small things that can make a big difference to clients. At the close of a sale or a referral, a special occasion or at holiday time, gift giving is a great way to show clients that you appreciate their loyalty.

Business gifts

If you understand the importance and connection between client and employee satisfaction, as well as the success of an organization, then you know the importance of budgeting for business gifts as part of your overall marketing strategy. Whether with an important client or a valued employee, gift giving can enhance your company's image as well as your own and improve customer intimacy, relations and satisfaction.

When starting the gift giving process, careful consideration of the following four factors will elevate your gift giving to an art: the recipient, the research, the timing and the presentation.

1. The recipient

   "It's the thought that counts," does not mean remembering to buy a present, it means sourcing a gift that is appropriate for the recipient. The gift you choose says a lot about your social skills, the corporate culture, the business relationship and your company image. Care should be taken that the gift is appropriate to the business relationship:

   • Clients - There is really only one goal in giving a gift to a client -- to solidify and continue to build the relationship. Gift giving provides an avenue for you to show your appreciation for their loyalty.

   • Employees – This includes everyone in the office along with your agents.

   • Vendors and suppliers – Giving a gift will allow you to show your appreciation for help or hard work by giving a gift to people who keep your business going.

   • Outside business contacts - Think of your entire network and referrals that you have gained throughout the year. Who are the key people that should be recognized?

2. The research

   One of the biggest errors that I see most people make is that they give a gift they themselves would like to receive, rather than selecting a gift that would best fit the person. The purpose of gift giving is to please the recipient. Your reasons for doing so may vary, however, the focus must remain on the recipient.

   Consider the 'half-life' of your gift. If you buy food or flowers, you can expect your gift to remain around the office for about two weeks. Although it is fine to send standard baskets to some clients, do you really want to give the client that generates 60 percent of your revenue a $49 assortment of oranges, apples and dried dates? Your client may receive other fruit baskets and cheese assortments, which doesn't personalize your gift or leave much of an impression.

3. The timing

   The most popular times for giving, of course, are holidays, but the true champions of corporate gift-giving know that selective times throughout the year can have a more profound personal impact on the relationship. Be it a 'token of appreciation' for a client, recognition for birthdays, anniversaries, retirement, new baby, promotional items for new product launches, or seminars, consider a gift that best fits the occasion. Sending an appropriate gift at the right time will make a positive impact on the recipient.

4. The presentation

   When it comes to gift giving, presentation is the most important factor. You can take an ordinary gift, and by its presentation, in a crystal vase or a silk bag, turn it into a work of art. Even if it is just a small token of appreciation, it is important to have it beautifully packaged. In selecting the wrapping, consider the recipient just as you did in buying the gift.

   By using your imagination and a little finesse, you can create a gift that will keep them talking for years. A few months ago, I created a fabulous "gift basket" for an executive who wanted to show her appreciation to her assistant of 12 years. In a chic crystal bowl, I artfully layered three luxurious silk scarves in various shades of blue, burgundy and brown, topped it with pearl earrings and wrapped it with coordinating ribbon. Needless to say, it was a hit. For a twelfth anniversary, silk is the traditional gift, while pearls and colored gemstones are the modern gifts. Not everyone should send such personal gifts, but after 12 years, my client's assistant had become a member of her family.

   A gift can convey many messages like power or sophistication, but it should never be a substitute for a caring attitude, good business practices, goodwill or company manners.

   If you expect your client to give you his or her company's business, you should make an effort to buy a gift that shows you care. If this means hiring an expert to do the shopping for you, by all means, outsource this task. By keeping these guidelines and tips in mind, you will be able to take advantage of the gift-giving opportunities when they are presented and reap the benefits of a valuable business relationship.

Deborrah Ashley, MBA, owner of Atlanta, Georgia-based Ashley's Personal Shopping caters to busy individuals and businesses that require efficient and exceptional service. Ashley's Personal Shopping specializes in sourcing personal and business gifts, sales and incentive awards and other shopping services. For more information, please visit www.debbieashley.com.

Published: September 22, 2004

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