Learn the art of strategic client gift giving to turn your best clients into your personal salesforce.

Did you know that gifting is the most powerful form of advertising? Gifting is an act often meant to show appreciation, reaffirm a relationship, or establish a unique connection with someone. However, gifting poorly can send the wrong signal. That’s why professionals in relationship-based businesses must hold themselves to the highest gift-giving standards. When you give a present to a client, you show them that you appreciate their trust and willingness to do business with you.

If you’re confused about why giving the right gift is important and what gifts to give,John Ruhlin, a speaker and adviser to Fortune 500 companies and the author of the book Giftology, has the answers.

Why strategic gifting works

When you make someone feel special, they’re far more likely to remember you. Strategic gift giving can help clients spark a conversation about you with their loved ones and strengthen their trust in you for doing business in the future. Building client loyalty is a lot more about what you’ve done for someone than what you’re currently doing. If you want your clients to be your biggest fans, who will continue to use you and generate referrals for you, consider the following points about gift giving,

It’s the thoughtful thought that counts
You’ve heard the expression “It’s the thought that counts.” However, when it comes to building client relationships, it’s the thoughtful thought that counts. Clients will appreciate something they can enjoy regularly. Much like you would for a friend or family member, think about your client’s hobbies, favorite movies, pets, and children. The more often they use your gift, the more often they will think about your business. (A plus is if the item can also be used by your client’s friends and family.) Every time they go to pour coffee into the custom travel mug you gave them, they’ll think about your business and if they should check in for your latest products and services.

Emotional memories last longer
Dale Carnegie, author of How to Win Friends and Influence People, said, “A person’s name is to him or her the sweetest and most important sound in any language.” Personalized gifts can include embroidered luxury bathrobes and towels, embossed leather portfolios and wallets, engraved stemware, and wine chillers—you can put your clients’ names on just about anything if it’s a high-quality item. Personal gifts can create a powerful experience that heightens your clients’ emotions. When you make people feel something, you change the relationship forever.

A note of appreciation goes far
While the gift should speak for itself, always attach a note to it that explains why you chose this item for this client and how much you appreciate their business and continued support. Including a note lets you add your voice to the gift and only furthers the connection between how great your client feels and knowing they can trust your business to do right by them.

Where most companies fall short

If your goal is to get referrals from your best clients, avoid the following pitfalls.

Unremarkable or boring items
Gifting generic items like fruit baskets and stress balls with your company’s logo sends the wrong message. It says to your client, “You weren’t important enough for me to spend time putting thought into this.” Avoid consumables at all costs. Food and drinks are great, but once they’re gone, they won’t have anything to remember your gift by. And no matter how great your business is, they probably won’t use your branded sunglasses too often. Around 68 percent of businesses gift something with their logo on it, and a large portion of those items will end up in the trash.

Giving at the wrong time
One of the biggest mistakes business owners make is only gifting during the ABC times—anniversaries, birthdays, and Christmas. If you want your sentiment to stand out, don’t get lost competing with the other gifts they receive during those times. Keep track of your clients’ important dates in your CRM, and add them to your schedule of gifts. This is also why it’s crucial to have monthly or bimonthly touchpoints in place year-round. From magazines to postcards, consistent follow-ups can help your clients feel closer to you and look forward to your gifts.

Not gifting
Did you know that only 42 percent of companies give gifts to their customers and prospects? It goes without saying that you’re missing a massive opportunity by foregoing this simple marketing tool.

Not playing favorites
You’ve likely been conditioned to think that playing favorites is a bad habit, and it can be in certain situations. However, gifting is not one of them. Gift more often to your biggest clients. It may feel strange, but it can strengthen revenue-generating relationships.

Overspending
While you don’t need to spend a lot of money on a gift, you want to make it the best gift of that type to represent your best-in-class service. Overspending on a gift can cause a few problems, including feeling awkward about accepting it, having similar items worth more (especially when gifting to wealthier clients), and not knowing how to use the gift practically. Find the right balance between quality and budget to send the proper message and make your clients feel good about accepting your gifts.

Take action

Review your CRM and plan the next three months of gifts for your top clients.

For more info visit giftologygroup.com