Choose message of business-to-business gifts carefully

What does this tin of cookies say about you? You went the least expensive route. You filled your shopping cart at the big, discount retailer. You are passing these cans out to every business with which you work.

Shopping for another business is a chore and must be completed quickly.

You figured that the gesture was more important than the item.

You know, and the other business knows, that the ubiquitous can of cookies is a meaningless gesture, but they are delivered every year in every city in America. Do you really want your name on that can of cookies when Mr. Tired Executive comes into the break room at 4 p.m., bites into the faux cardboard cookie and throws the rest into the garbage can?

Before I list my 10 tips, let me emphatically state that I am not anti-cookie any time of the year for any reason. I love cookies – but only good cookies!

So, how can you stand out at the holidays in your business-to-business gift giving?

First, you need to ask yourself a very important question: Why are we giving this gift? Is it a year-end thank you? Is it a way to be remembered, especially when future business may be at stake? Do you feel you have to give something because you always give something? Do other companies give you gifts, and you wish to reciprocate? Do you give nicer gifts to better customers?

None of the above reasons are inherently bad or good. I do suggest that you are very clear as to your purpose in giving gifts before you read on. Your answer will determine how you act upon the following 10 tips:

• Plan ahead. This is your No. 1 best strategy. Instead of carrying a list to the local retailer, write out a list of your recipients and strategize before you pick up the phone or drive to the store. Those who don’t plan end up with stacks of “stuff” that mean nothing to your clients.

• Consider linking your gift to what you do. Calendars with your company’s name and phone number on them are always appropriate for those in a service industry. A smaller item of something you produce is always memorable. One year, a headhunter sent me a big cookie shaped like a phone, which was a subtle reminder to call him with my staffing needs. Useful holiday items with a cute note always are welcome. A car insurance agent gave out nice ice scrapers, which read: “Helping you drive safely over the holidays!” A catering service delivered a big plate of snacks one afternoon. We devoured them.

• Food is welcome, but link it to your business and make sure it is good! One of the best gifts I received from another company was a big glass jar of gold-wrapped chocolates. The container came from a big retailer, but the card attached was unique: “Our customers are like gold.”

Taste test anything you buy in bulk before you give it out. How bad can this project be? If you are in doubt, go with the delicious tried-and-true products such as Almond Rocha, Godiva chocolates, Whitman samplers and many, many others. What about having a meal delivered over the holidays, such as pizzas, bagels and orange juice or sub sandwiches? You would need to set this up ahead of time with the company and place a big card in the break room: “A Holiday Lunch from … .”

• Consider the recipients of your gift. There are some offices where calendars cannot be hung, so you might consider desk calendars instead. Some offices are inundated with sugar at Christmas and might appreciate fruit or cheese snacks. Think of the number of people in the office, the type of people, the layout of the office and the general attitude of the recipients.

• Make it unique. Serving lunch to an entire office is memorable. Dropping off a can of popcorn is mundane. Giving everyone in an office a popcorn ball with a cute card is different. If you want the item to brand you, you need to take a little time with the whole project.

• Consider a holiday other than Christmas. This would take a lot of stress off you for the holidays. Why not set yourself apart by sending your gift out for New Year’s, President’s Day, Valentine’s Day or St. Patrick’s Day? You would really stand out. Your customers would look forward to the special day you will create for them every year. A close friend from college has the wonderful name Barbara Valentine. Ever since I have known her, she has sent out Valentines instead of Christmas cards.

• “Steal” ideas. If you put “business-to-business gift giving” into www.google.com 59,300,000 references come up. There are so many ideas out there to choose from. You can adapt different concepts for different customers.

• Don’t forget you live in the “Show-Me” state! When you have customers in other states, unique gifts from Missouri are very much appreciated. These might include Missouri products such as cured meats, cheese, candies and walnuts.

• Remember the season, but tread carefully. Not everyone celebrates Christmas. While this area is more Christian than not, you should be sensitive to differing ethnic backgrounds.

• Don’t forget the personal touch. If possible, deliver your gifts in person. If you can’t be there, include a hand-written note or card. As Ralph Waldo Emerson said, “The greatest gift is a portion of thyself.”

Sinara Stull O’Donnell is a professional speaker and writer through Springfield-based SinaraSpeaks. She is the author of “Be The Star Of Your Life: Are You Ready For Your Close-Up?”

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