10 Things I Know About... Business Gifting
10) Hearts and minds matter. Gifting enhances relationships and fosters customer/employee loyalty.
9) Hit the neuroresponders. Gifting increases top-of-mind awareness on the part of customers and supporters.
8) The value is incalculable. The emotional value exceeds market value of the gift.
7) Money flows both ways. According to an ASI survey, in 2014 companies spent an average of $43 per gift for customers, referral sources and prospects and an average of $50 per gift for employees. Smaller business can scale appropriately. You don't need to break the bank to say thanks!
6) Awesome, not “Awwww…some” Give items high on quality and low on fru-fru.
5) Gemstones? Probably not. The gift should be appropriate to the business relationship, not too personal or too lavish.
4) Keep it focused. Main goals are to show appreciation and relationship development. Restrain the urge to slip in the sales pitch.
3) Form relationships. Secondary goals are to generate goodwill and increase brand awareness. There is a difference between selling and doing business.
2) Do your homework. Be familiar with the recipient company's stance on accepting gifts before you send.
1) When not to… Never gift during a bidding process.
Sharon Day. a Gift Basket Association certified gift designer, is celebrating the 20-year anniversary of her business, Express Yourself Gifts and Baskets, with offices and storefront in Oxford. Contact her at sharon@expressyourselfgiftsandbaskets.com.
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