Five Business Gift Giving Mistakes to Avoid this Holiday Season

by Tina LoSasso

Anyone braving the shopping malls during the holiday season knows that finding the perfect gift for family or friends is not easy. Business gift giving can be even more challenging. "Choosing the right business gift actually requires more time and thoughtfulness," says Tina LoSasso, Managing Editor of SalesDog.com, in one of 80 sales lessons in the new business book, Top Dog Sales Secrets.

LoSasso identifies five common business gift-giving gaffes:

Quality trumps quantity. "A small box of exquisite, handmade truffles will be appreciated far more than a big box of run-of-the-mill chocolates," LoSasso advises. "If the head honcho at your biggest account is a wine connoisseur, remember, it's far better to send one bottle of the very best than several ordinary bottles he'll never uncork.

Don't even think of advertising. "Sending gifts with your company's logo on them makes you look stingier than Scrooge," says LoSasso. "Save the logo-imprinted pens, paperweights, mouse pads and calculators for your next trade show. Instead, send a gift from your region of the country: Ghirardelli chocolate from San Francisco, smoked salmon from the Northwest, citrus from Florida or California or barbecue sauce from Texas."

Avoid the gender trap. Gender differences present their own gift-giving dangers. While it is generally acceptable for a saleswoman to send her stressed-out women clients personal items, like lotions or a spa kit, salesmen should not be so familiar. "Sorry guys," says LoSasso. "You're not in the club."

Reject run-of-the-mill. Shun the ho hum food baskets and opt for a more memorable gift. "Check your client notes," suggests LoSasso. "What are his hobbies? Does he golf, cook or play sports? If your client, the gourmet cook, is still raving about the meals he enjoyed during his vacation in Tuscany, send him a beautifully illustrated regional cookbook. Your gift, and you, will be remembered far longer than a generic tin of cookies."

Beware of booze. "Alcoholic beverages are usually risky business," warns LoSasso. "The one exception is when you know someone loves a certain brand of rare Scotch, a particular wine, or a regional microbrew. Never send a bottle of champagne to that key account in Salt Lake City, or for that matter, frozen steaks to your customer who is a vegetarian. Don't laugh - it happens."

Tina LoSasso is Managing Editor of SalesDog.com, an online resource for sales professionals.  SalesDog.com's new book Top Dog Sales Secrets features sales advice from dozens of nationally renowned sales experts.  One reader said, “It’s like reading the best ideas from 50 sales books all in one book.”  To learn more, go to SalesDog.com.

Comments

[Terry Folbrecht]

Good info, but Tina missed one of the biggest risks of all - Is your customer allowed to receive gifts from Vendors? If so, what type and dollar limits does his/her company policy dictate.

[Tina LoSasso]

Terry, you make a very good point. This post is just an excerpt of my Gift-Giving Guide which does cover checking your customer's company policy on receiving gifts. You need to be cognizant of company -- and industry -- practices, as well as international and cultural gift-giving etiquette.
-- Tina LoSasso, Managing Editor, SalesDog.com

[Ken Reinstrom]

As a provider of logo'd products, I will agree that in some cases a non-branded item would be more appropriate. However many gifts are given to employees that actually like the company they work for. Logo apparel, blankets, chairs, coolers... are a great way to build moral, and yes... advertise your company. If you don't want to do a logo, give them something they will never throw away. Give them an item with their name personalized on it. Ken Reinstroms gifting ideas can be found at www.professionalgifting.com

[The Gift Guy]

Logo'd products definitely serve a purpose in the corporate gift world, especially for those clients that deal with a multitude of suppliers. If you present them with a useful, handy branded gift, it will serve to reinforce your brand. Horses for courses is the operative term here.

[Larry Benet The Connector]

I agree. The thought you put into gifts the better they are received.

Have you broken down and spent time on who your most valued relationships are?

What they are most passionate about?

Purchase gifts around their hobbies and passions, and watch your relationships improve.

Larry Benet
The Connector