Business Gift Giving - Personalize It!

The holidays are fast approaching and the question still remains. What should I give my client that says ‘thanks for the business’ and ‘have a terrific holiday?’ Believe me, you are not alone in the mayhem of making a proper gift selection.

In this article, I will share with you my personal gift buying suggestions. All I can say is, “Martha Stewart step aside there’s a new guru in town.” First, if anyone out there gets so inspired to send a gift to me, make it Titleist golf balls, or any golf paraphernalia. I am just kidding, of course, but the point lies within.

About seven years ago, I bought a box of chocolates for each of my clients for the Holiday season. It was moderately priced, easy to deliver and who in the heck doesn’t like a good piece of chocolate to ruin the diet? Well, I couldn’t be more wrong. Three of my clients were allergic to chocolate, a few more had the guts to tell me they didn’t like chocolate and who knows how many more weren’t able to tell me the truth.

This was my lack of human observation and interpersonal communication. I like asparagus, you may not; I am a big fan of golf and many of my clients can’t stand it.

Too many people in life buy presents and not gifts. A present is an item you want to present to someone as an expression of kindness, and a gift is a given for the benefit of the recipient. I recommend giving Gifts this year.

Ask yourself:

1. Would I buy this gift for myself and like it?
2. Is this gift being bought from my own personal desires?

If you answered no to number one and yes to number two slap yourself in the head. This type of buying will always get you in trouble. The art of gift giving is learning to personalize it to your client. Think about this in business terms. You would agree that each of your clients, although seemingly the same in that they use your products or services, are actually significantly different in the their needs.

If you propose to a client the wrong solution to their problem, you won’t ever get the business. When you propose the proper solution to their problem, you become the hero and that’s true customer satisfaction. Many people believe the receiver of a gift should be of the philosophy, “Well at least they were thinking of me, it doesn’t matter if I like it.”

We are taught from young age to always show gratitude towards a present. I don’t have to pull anyone’s leg here, remember those times during the holidays when you really wanted a brand new Hot Wheels® car or a Barbie® and you got a new shirt. I mean you looked at the shirt like, “Oh golly gee, isn’t this nice,” but in the back of your mind your thinking, “I don’t think this shirt is going to fit Barbie®.” So you hold up the shirt, fake smile into the camera, have the stupid picture taken and then tear into the next gift in search of the almighty truth --- Barbie®.

As adults, we become more sophisticated in our behavior. Okay, some adults become more sophisticated in their behavior. We do gain a more accepting attitude towards gifts. However, I have closely observed people and the feelings are still the same. Disappointed.

Too many times professionals buy bulk products to give at the holidays. Often the presents are so dumb that it’s too embarrassing to leave it sitting on the your desk or use it in public.

A salesperson and friend of mine sells a service to senior executives. She bought little paper calendars that sit on a desk with her name and photo emblazoned upon it. She believed this would serve as a constant reminder of her. When you are selling to people who are use to an environment of deep cherry wood desks, rich oak filing cabinets, soft cozy leather chairs, and Mont Blanc® writing instruments a little paper calendar just doesn’t seem to fit. Not that it wasn’t a kind gesture but the whole art of gift giving is making sure it stays around long after January 2, so when they look at it, think about it, or use it they think of you with a smile not a frown or worse laugh about it while telling a friend.

There is a simple golden rule to remember with respect to giving. You can give a gift or present to someone. A gift is something that is personal to the person who receives it, and a present is something that you present someone; with no regard to the recipient’s likes or dislikes.

Give a gift this holiday season.

The Solution:

First, get to know your clients on a personal level. Understand their likes and dislikes. This requires on going preparation. When visiting with them observe their offices. Notice things like pictures, statues, and trinkets sitting on their desk. Ask them questions regarding the things you observe. If you see the person standing in a photo with friends on the top of a mountain dressed to ski, make note of this and ask questions. You may be able to buy them a ski hat, sweat shirt, lift tickets, or something ski related.

Second, ask your client’s administrative personnel what they would suggest. In many cases, their assistant will have a good understanding of the kinds of things the person enjoys and even offer great gift ideas. Don’t be hesitant about asking either! Simply tell them, “I am purchasing a personal gift for Mr. Jones, what do you feel would be the most appropriate thing he would enjoy?” You’ll find that asking people close to your client will give great gift ideas.

Third, take the time to get the right gift and go the extra mile. This doesn’t mean spend a million dollars on a gift; it means go the extra step to make it special. Once you have gone out to purchase the gift, put it in nice wrapping paper or a gift bag. Keep in mind presentation is invaluable in the world of giving. Have the gift professionally wrapped if you aren’t a very good wrapper. Purchase a nice card and hand-write a note inside of it. Describe in the note the reason for the gift. People like to know you pay attention to the little things.

Finally, don’t deal with snail mail. If possible hand deliver the package to the person. Make sure you don’t leave it with the secretary or someone other than the person intended. Gift giving can be a great opportunity to continue building rapport. If you are not able to deliver it in person spend the extra $10 to send it priority through a FedEx, UPS, or other reliable carriers. People know when someone has gone the extra step to make something nice.

Closing Thought:

The most valuable gift we have to offer is the gift of true friendship. To communicate, to listen, to serve and to respect these are the most important gifts to share everyday, not just for the holidays.

The holidays are intended as a time to reflect, look ahead, be thankful, and most of all enjoy those around us. Relish those people who have helped you to get where you are in business. The art of giving is in your heart. Exert the extra energy to make sure each gift you give touches the heart of the person who receives it.