In a business where relationships matter, the act of giving can strengthen client and prospect bonds. A simple gift can show that you’re in tune with what’s happening in someone’s life and that you care enough to act on it.
I’m sure you have great examples of gifting done right and can speak to the positive feelings it generates. We’ve seen lots of great examples over the years and thought it might be helpful to share some insights from those doing it at the highest levels. We’ve found there to be five key principles:
1. Make it personal.
When you give a gift that matches someone’s interests, it shows you’re paying attention. It could be linked to their kids, their pets, their sports teams, or really any other personal affinity. To quote Matt Oechsli, “If your client had a coffee table book in their living room, what would it be about?” Here’s some examples of making it personal:
- If your client is into gardening, send them some unique seed packets.
- If their daughter relocates to Wyoming, send a book on national parks.
- If they’re hosting a watch party for a big game, send over a cake with their team’s logo.
2. Keep it inexpensive.
You don’t have to spend a lot to make a big impression. Sending small gifts keeps the focus on the gesture itself, not the expense. In fact, sometimes spending too much on a client can come across as disingenuous. Here are some inexpensive examples:
- Create a small book of recipes, perhaps including a few recipes from your team.
- Order a personalized puzzle with a picture of their beloved pet.
- Pick up some local vegetables from the farmers market for an older client.
3. Leverage the unexpected.
Giving gifts at unexpected times usually has more impact than a holiday or birthday. It’s not that you skip those times entirely, you’ll just have more impact with a surprise. For example:
- If someone has had a challenging week, a small care package with tea and bath salts.
- If they’re running a marathon, send a note with a sports drink and energy bar.
- If you spot a craft beer they might like, buy it and drop it off for the weekend.
4. Make it shareable.
Selfishly, you’d like clients to talk about you with their friends. Gifting can accomplish that by sending things that must be shared. For example:
- Order a bottle of wine to the restaurant where they’re celebrating with friends.
- Deliver a package of baked goods to their office (too big for them to devour).
- Arrange for a large bouquet of flowers to arrive for their big party.
5. Create some infrastructure.
To engage in this type of gift-giving consistently, you’ll need to create some structure within your team. You’ll do more of it by weaving it into your team’s DNA. For example:
- Encourage your team to gather insights into your clients’ interests and life events.
- Incorporate giving into team meetings; sharing success stories and brainstorming ideas.
- Set a clear annual budget that must be spent.
Maybe it’s time to ramp up your gifting strategy. Want a spark? Send a small thoughtful gift to your team members. Show them by example how it can work. This not only sets you apart but also cultivates a culture of genuine care and appreciation within your team.
