December 2004
The holidays are upon us, and most companies will be sending gifts to customers and prospects. Appropriate gift-giving can be a tricky balance: While lavish gifts can give the impression you're looking to buy your way into customers and prospects, you also don't want your gift to be forgotten the minute it reaches their desk. To help you make the right corporate gifting choices this holiday season, here a few guidelines you may wish to follow:
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| While a set of golf clubs would make an impressive gift for a golf-nut client, such excess may be inappropriate. Instead, invite your client to play a round on a top course – a gift that doubles as an opportunity to strengthen your business relationship. |
Something to Share
Your organization may have a single point-of-contact at a particular client, but your relationship with that company likely reaches well beyond that person. Selecting a gift that can be shared will help stretch your awareness among all key personnel. Food is always received well, eliminates the need for wrapping and is easy to ship thanks to Web-based ordering. Grow Sales, Inc. often recommends a simple sheet cake saying the following:
"To our friends at XYZ Company...
... From your friends at ABC Printing."
Make it Original
The most important factor when selecting appropriate gifts isn't cost, but originality. Perhaps your golf-nut client would love a box of golf balls personalized with their name and company logo. Take a few minutes to reflect on some of the unique characteristics, hobbies or interests of your customers. Tying your gifts to these individual tastes will demonstrate that you take interest in their lives outside the office and appreciate their business.
Keep Costs in Line
Generosity can easily turn into excess when it comes to holiday gift-giving. Have a key customer who is an avid golfer? If so, you may want to hold off on that set of top-of-the-line golf clubs. An invitation to play a round on the top course in your area, for example, will have an equivalent impact without bordering on being improper - and give you an opportunity to strengthen your relationship!
Religion is Personal
Holiday gifts should be non-denominational; this should apply to the language on your cards and messages as well. "Happy Holidays" and "Season's Greetings" are two natural choices that never offend. However, if you're sure a religious-themed gift or message will be appropriate, go for it. One client of ours has received many compliments for an "angel" gift they send each year to faith-based publishers.
Season's Greetings from Grow Sales, Inc.
For almost nine years, the Grow Sales, Inc. team has been providing outsourced marketing and public relations leadership, website design expertise and business consulting to the graphic arts industry. Give us a call and let us help you kick off 2005 on a positive note! Happy Holidays from Your Friends at Grow Sales, Inc.!
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