Business Gifts: The Pros and Cons & Dos and Don’ts of Holiday Giving

Fear not. Follow this hands-on business gifting guide, and you’ll see why corporate giving is a good investment. Plus, we’ll steer you toward choosing the right gift for every contact on your business list, as well as what not to give and why.

Why Give Business Gifts?
First, recognize that corporate gift-giving isn’t about the gift; it’s about the relationship. That’s why giving presents and cards is a good thing. Both items help to cement your relationship with the client.

While giving a box of chocolates or a fruit basket won’t necessarily net you more work in the coming year, giving nothing at all may tell the client that you don’t care about her business.

The Dos and Don’ts of Choosing the Right Present
Here’s a list of great ideas for business giving, as well as a companion list of items and strategies to avoid like last year’s fruitcake.

• Do consider choosing a different time of year to show your business associates that you care. Everyone sends gifts during November and December. Cut through the clutter by sending gifts on Valentine’s Day or the Fourth of July. Better yet, send small gifts quarterly, at your anniversary with a particular client or at the end of each big project.
• Do check first to make sure your clients are allowed to accept gifts. Many companies have stringent no-gift rules. In fact, larger companies almost always have a gift policy. And most gift policies are reasonable. A box of nice chocolates (think Godiva) or something of similar value is clearly a thank-you and not a bribe. A rare vintage wine that would make collectors gasp is another thing altogether. When in doubt, err on the side of good sense and good taste. Better to be the bearer of the third 2005 golf calendar than the giver of an over-the-top, verboten Mont Blanc pen.
• Do think about the presentation of your gift. The packaging is as important as the gift itself. And always include a personal note.
• Do hand-deliver gifts where appropriate, depending on the client. Some people prefer the excitement of an unexpected package while others will appreciate your personal touch.
• Do consider how people in the same office will view your gifts to their co-workers. As much as possible, give gifts of similar value to everyone in the same firm. You don’t want to be the cause of present-envy.
• Do give a gift that relates to the work you do for the company, your current project with the client or a tasteful joke you and the client share.
• Do err on the side of caution and conservatism. Unless you’re in advertising, marketing or another creative field, stick with tried and true gift options: Send the box of good chocolates rather than the tacky gag gift.
• Do buy something that your contact has mentioned that he wants or wishes he had.
• Do buy a gift to add to your contact’s hobby or collection. A die-hard Winnie-the-Pooh fan may appreciate receiving more Pooh paraphernalia and a sailing fanatic may enjoy nautical memorabilia. As always, though, err on the side of caution and good sense, and as with any gift, don’t try to buy someone’s affection or their business. It won’t work and will only make you look foolish.
• Do give gifts that clients might not buy themselves, but would enjoy. Think about all the items that you haven’t purchased for yourself but would like to own, such as fine wine, gourmet baskets, techie gadgets or fancy pens. Choose an item your client will use and enjoy.
• Do consider baked goods or other food gifts. These gifts are especially appropriate if you make them yourself. The fact that you spent time, as well as money, on your clients’ gifts makes them more personal.
• Do consider taking your client out to a nice lunch after the holidays. Time spent with clients is time spent on the relationship. Time, like platinum, is limited and finite. Clients will know that you appreciate them and their business if you spend precious minutes with them.
• Do consider giving money to a charity in your client’s name. The trick here is to choose a charity to compliment your client’s interests.
• Do think about giving tickets to sporting events, the theater or a musical event. Match the venue to your client’s personality.

• Don’t send gifts when you’re negotiating a contract. This could look like a bribe.
• Don’t send money. Many companies consider such gifts unethical. For everyone else, they’re just tacky.
• Don’t send presents to contacts you’ve just met. These unexpected gifts may make potential clients feel guilty because they haven’t sent you a gift.
• Don’t send gifts to clients who have fired you or whom you have fired. These, too, may appear to be bribes. Even if you only give chocolates, you still appear to be trying to buy your way back into the relationship.
• In general, don’t give items with your company logo on them. While these items will remind your client of your firm’s name, they also seem like something handed out at a trade show. Remember, the gift is about your personal relationship.
• Don’t give the gift of alcohol unless you know your contact drinks. If he’s a wine connoisseur, a fine wine is a great idea. But, if you’re a zero at wine selection, consider a gift certificate to a wine store. And don’t overspend. It’s the gifting equivalent of trying too hard to impress.
• Don’t send out holiday cards with just your name or your company’s name pre-printed inside. Sign the cards yourself or sign the cards with your staff. The personal touch does matter.
• Don’t send religious cards, because your clients may celebrate Hanukkah or Kwanzaa instead of Christmas. In some cases, even Santa Claus cards may be offensive. Think snowflakes, doves and holly.

No matter what you decide to give your business contacts, remember two key concepts: The gift should be appropriate and thoughtful. If your gifts fall into both categories, you’re bound to pick a winner.

One final note: Keep track of what you give your clients and their reactions to the gift. This kind of record-keeping will save you from getting that sprig of holly through your heart when you give the same tired present year after year.

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