Have you considered giving gifts to your
customers this holiday season?
Gift giving is not just an excellent way to make
a personal connection but is a good tool for building long-term
relationships, as well. There is something about receiving a gift that
just makes us feel good and consequently, makes us feel good about the
person who has given us the gift.
One of the big questions with regard to gift
giving, however, is what is an appropriate and affordable way to
properly thank customers?
Plan early by updating your business contact
mailing list and finding your gift suppliers.
The word “untimely” in the headline
is used for a good reason. Despite the fact that this article is being
written in the second week of October and there’s still time to
purchase gifts for your business associates and customers, the best
time to begin planning for holiday gift giving is actually during the
second quarter of the year. But few cleaners, if any, start then. Most
choose to wait until just before the holidays and end up being caught
in the rush.
Avoiding the rush is simple, though. Just give
your updated mailing list as early as possible to your supplier,
specifying the date you want your gift mailed.
Most suppliers will allow some changes to the
mailing list up to a couple of weeks before the mailing date.
Do some research with regard to gift ideas. Begin
early in the year.
Make plans to attend trade shows which feature
gifts and promotions. Of special benefit are premium shows, which are
scheduled annually in larger metropolitan areas. If you want to see a
lot of great gift ideas in one place, plan to attend one of these shows
in a city near you. By attending the shows, you’ll not only get
the very best prices possible, but you’ll also get to meet the
people who will handle your holiday gift mailings (if you choose to
have your program fulfilled in that manner).
Makes a lasting impression
The gift you give is a direct reflection of your
business. Give gifts that set your business apart and make your
customers remember who gave it to them.
Try to find something unusual or distinctive. If
possible, consider a “gift of the month” idea such as wine,
desserts and pasta sauce (ideally targeted to your top tier customers),
which continually reminds them that you remember and care about them.
When to give your gifts
Many people think that Christmas is the most
celebrated holiday. In fact, Thanksgiving is more celebrated than
Christmas primarily because Thanksgiving is widely recognized
regardless of a person’s nationality or religion. If you target
Thanksgiving, mail your gifts early. Food or wine gifts will be
especially appreciated if mailed early, as these items can be used for
holiday entertaining.
Include others in the gift selection process
If you own the business, don’t assume that
simply because you like a particular gift, others will also. Instead,
bring others into the selection process. If your spouse is not in the
business with you, he or she will be an objective voice with valuable
advice to offer.
Downplay your corporate logo
Corporate logos are a great way to promote your
company, but they should not be printed or engraved on holiday gifts
from your company. It can be construed as over-selling.
If you put thought into the gift you give, your
customer will remember where it came from (without the logo), long
after the holidays are past.
Stay clear of multi-level marketing products
Don’t give multi-level marketing products
away as holiday gifts from your business especially if accompanied with
literature about the program. It puts your customer in the
uncomfortable position of having to buy additional products or possibly
even signing on to your program. Don’t confuse them.
Give every gift a personal touch
Make sure every gift you give is wrapped. Taking
a moment to include a handwritten note shows you care, and adds warmth
and sincerity to your holiday gift.
Watch your budget
It’s not how much you spend that makes a
gift appreciated, but the thought and care you put into choosing it. A
gift that is too expensive may make your customer feel uneasy. Be
generous, but don’t go overboard. The more expensive gifts should
go to top tier customers then graduate down in value according to the
sales history of the customers on your list.
Personalize, Personalize, Personalize
Perhaps due to budget constraints or whatever,
you may decide that only your top tier customers will receive gifts.
That’s okay, but it’s a good idea to
give something to every customer on your list. You can do that without
a great deal of expense… and still accomplish a lot of goodwill.
A handwritten and hand addressed holiday card
with a photo of your whole staff is a fantastic way to communicate to
your entire list. To make the biggest impact, it should be
professionally printed and not run off your inkjet machine.
Whatever you do, make sure not to double this
card with a sales message inviting the customer in for a 20 percent
discount off services. It will destroy all of the goodwill you’re
trying to build.
If done correctly, the giving of gifts can be a
very effective means of communication and should be added to your
marketing toolbox. Just follow these simple tips to make your gift
giving better accomplish the results you intend.
“Happy Holidays!”
