Business is built on relationships, but keeping those relationships warm and engaging over time can be a challenge. Like any relationship, they take work to stay strong, and thoughtful notes and gifts can help — as long as you do it right. “Part of the reason for giving a gift occasionally is not just to say thanks,” says Larry Oakner, senior partner at Tenet Partners. “It’s to maintain a memorable contact with a client when you’re not working with them on an ongoing basis.”
Here’s how to make it work.
1. Follow the Platinum Rule
The Platinum Rule goes beyond the Golden Rule and recommends treating people the way they want to be treated. You might recognize the anniversary of when your client became your customer, says Paul Hebert, senior director of solutions architecture at Creative Group, but it would be much more effective to celebrate the day they went into business themselves. “Recognizing that says ‘I’m in business too, I know it’s hard,’ and all of a sudden, you’re not just an organization that sends a bill; you’ve personalized it,” he says.
2. Embrace the Element of Surprise
Look for ways to give “just because” notes or gifts to clients. Hebert suggests celebrating client relationships in the same way you celebrate employee relationships. “We recognize that we’re glad employees are still here; why don’t we do that with customers?” he says. Clients don’t always expect gifts outside of holidays, so it can make a bigger impact when you celebrate the business journey you’re on together at other times of the year.
3. Get Emotional
Don’t be afraid to be human when you send gifts to your clients or customers. Recipients value handwritten notes and warm sentiments. When you send a corporate gift, you’re acknowledging that your clients are people, and you’re interested in treating people well, Hebert says. “If you think about most relationships with clients, they’re very transactional — after a sale it becomes a matter of accounts payable and receivable. Gifting changes that relationship from transactional to emotional.”
For more tips on how to strengthen your relationships with your clients, download our ebook, Growing Business Through Employee Recognition and Customer Appreciation.
