What Was the Impact of Your Client Gifts This Season?

Twinkling lights no longer hang from your roof, your ornaments are packed away, and you finally vacuumed up those stubborn pine needles.
But what about all those client holiday gifts you sent? Were they a hit, or are they going to show up in next year’s white elephant exchange?
The fact is that it can be challenging to evaluate the impact of your client gifts. After all, it’s not like they’re going to tell you. People will shout from the rooftops about poor service, but when it comes to crappy gifts, they’ll keep their lips zipped.
Of course, that’s no reason to skip gift giving altogether. Studies show that getting to know your clients both professionally and personally impacts the strength and profitability of your partnership, so of course, it’s important to invest the time and money to build those relationships. Although it can be challenging to measure, a great client holiday gift can yield some serious ROI.
Gifts Need to Come From the Heart
Like most things that matter in life, it’s hard to get an accurate reading on the impact of your holiday gifts. However, you should never underestimate the power of a thoughtful gift.
For example, if you choose client-specific gifts, you’ll show your clients that you truly value them as people, not just as revenue sources. On the other hand, token gifts, such as branded material, don’t move the needle because they don’t express appreciation — something that all humans desire.
To be effective, giving must come from a place of thankfulness and service with no strings attached. Gifts should never be used to buy clients or cover up mistakes; they should reinforce the great service you’re already providing.
For example, over the past few years, my company has given our clients engraved Cutco carving knives, encouraging them to “carve out a few minutes” for us. These gifts are high-end, fun, and customizable, and they’ve been incredibly well received! I’ve even received pictures of clients slicing into their Easter hams. My clients’ positive responses reinforced that the gifts I’m giving are strengthening our relationship.
Did Your Gift Make a Positive Impact?
You know what it’s like to truly connect with a client after an in-person lunch or a day on the golf course. The motives behind the monetary investment you make in face time also apply to your gifts — both are immediate investments with long-term effects.
Here are five ways you can tell whether your gifts were well received:
Were you genuinely thanked? Executives are busy people, but if you receive a detailed thank-you note or an enthusiastic phone call, the gift was likely loved and appreciated. However, a generic email might indicate that the gift was received but is still unopened.
Do your clients answer and return your calls more quickly? Humans are naturally moved by generosity, and often, a recipient will want to reciprocate your kindness and attentiveness.
Are your clients excited to hear from you?  It might sound crazy, but when you give a gift that really wows someone, you can sense it in his or her voice, tone, and behavior.
Are you getting more client referrals? Your gift might be the extra jolt that your best clients need to give you referrals. After all, if they’re regularly using your gift, you’ll naturally be more top of mind.
Are you getting more requests for proposals? People want to do business with people they like and trust. If your gift represents the value you place on a person and your relationship, your client will sense that.
Change Your Gift-Giving Approach
A well-executed gifting program will strengthen your client relationships and grow your company’s bottom line. However, if your gift giving isn’t doing much for your business, you might want to reconsider your strategy.
Start by evaluating your company’s entertainment, trade show, advertising, and marketing expenses from the previous year. Ask yourself which categories seem to be producing more ROI, which areas are landing more “A level” clients, and which are strengthening your current client relationships the most?
You also need to take a step back and look at your current touchpoints and gifts. If your clients aren’t talking about your gifts six months later, you might need to do a gift-giving overhaul. And if your client gifts are having a noticeable positive impact, consider sending out gifts a few times a year, rather than only during the holidays.
As you build your 2015 budget, don’t forget to invest in resources that will enable you to give truly considerate gifts that will positively impact your client relationships. By giving with a mindset of thankfulness, you’re sure to leave a lasting impression and see increased ROI in the upcoming year.