Selecting gifts for your customers
Saying thank you to your customers, whether at Christmas and New Year or at other times, is an important part of doing business – and getting it right is equally important. You want your customers to remember your acknowledgment and to use this to build business relationships, not strain them with inappropriate gestures.
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Planning is the key to success
It’s never an easy task to come up with the right gift or token of appreciation for every customer, so you need to set time aside as early as possible. Consider a brainstorming session with staff who really know your customers to choose who you want to give gifts to, what your budget is, and the right way of thanking each client.
Something obvious, but easily overlooked, is the importance of matching the gift to the customer. A gift basket may not be right for everyone, and an after-work drinks party might not be the best choice for someone who has family obligations. The key is to consider the personal likes and dislikes of your customer before you choose their gift.
Options could include:
- A quiet lunch or dinner.
- A book or leather-bound diary.
- A day at the races or some event they would appreciate attending.
- Double tickets for a musical or other performance that they would value.
- A stylish little gadget.
- A great wine, but not everyone drinks alcohol and some people are fussy, so check before you opt for this gift.
Some ideas you can use
Branded gifts: Branded gifts can keep your company top-of-mind with customers for the whole year. However, if you opt for branded items, buy quality. A tacky branded gift or one that stops working after a few days can do more damage than good.
Going to a show: You could buy tickets to a local event or show, and take your customers along as special guests. Make sure it’s something with wide-ranging appeal, and organise an extra treat for the occasion, such as boutique chocolates or a dinner afterwards.
Taking clients out for a meal: Dinner with your clients works well if you are comfortable with entertaining and if your client is relaxed in social situations. But bear in mind that not everyone wants to spend an evening with a business associate, and shy or retiring clients might not find the experience an enjoyable one.
The personal approach: If you know your customer well, there are two options that seldom fail. The first is a thank-you visit, armed with a small but festive hamper for morning or afternoon tea, and the second is a personal gift. This doesn’t need to be expensive, but it does need to be something they’ll like. The right gift can be an excellent way of building goodwill.
Don’t go for boring: Conventional approaches needn’t be dull. Lunch is an obvious choice for your more outgoing clients but how about making it a great café breakfast or brunch? This is high on many people’s list of relaxing things to do, and it may be an easier time of day for them.
Birthday or seasonal discounts: If you are in retail or another form of business where your customer base is too broad to consider individual gifts, you might want to consider a birthday or seasonal discount offer. You can mail these to all the customers on your database or decide to only reward your more loyal customers.
Important dos and don’ts
Here are some tips for you to bear in mind:
- Book your venue or event well in advance to avoid embarrassment.
- Enquire about any food allergies (so you can warn the restaurant) or dislikes (not everyone likes seafood or meat).
- Make sure that employees invited to help entertain customers can behave appropriately if drinks are being served. Shabby behaviour will quickly undo any goodwill you have achieved and your business will be branded along with your employee.
- If your customers include government officials, remember that they may not be permitted to accept gifts. Check this out and, if in any doubt, find another way of saying thank you.
Finding the right gift can be a minefield, but with a little effort it is easy to get it right.
Enjoy giving and use it to build valuable goodwill for the years ahead.
This information is provided by Business.govt.nz
