MARKETING MATTERS: IS GIVING HOLIDAY BUSINESS GIFTS A NECESSITY?

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Tips and tricks for business success and growth

By Rama Beerfas

 

September 19, 2010 (San Diego’s East County) – Anyone who has known me professionally for at least the last eight months knows that I am a proponent of giving holiday business gifts for Thanksgiving rather than the more traditional time in December. I actually addressed this issue in an article in this publication in 2009 - http://www.eastcountymagazine.org/node/2201.

 

When I bring up the subject of holiday gifts to clients or in networking groups, I am often asked if these gifts are really necessary. The short answer to that is, “Probably not.”
 

The longer answer is, “Probably not, but why wouldn’t you want to show your appreciation for the people who make your business a success? After all, if you don’t, how long will they remain loyal to you?”
 

The fact is that, if your employees, clients, vendors, and/or referral sources are already accustomed to receiving holiday gifts from you and you stop, they will make assumptions about the health of the business, especially in this economic climate. That could mean employees looking around for other jobs, customers looking for other sources for your products/services, vendors with whom you have terms wondering if cash up front is a better way to go, and referral sources looking for other business to refer their contacts to.
 

If you’ve never given business holiday gifts, then you might be surprised at the reaction you get from the recipients. Sure, some people won’t bother to even say, “thank you,” but others will reward you with everything from their sincere thanks to an unexpected order. I have one client, a printer, whose Thanksgiving business gifts result in orders for personalized Christmas cards. He often hears, “I was just going to buy cards at the store, but your gift reminded me that I could get personalized ones from you.”
 

Business can be kept or lost by the small things we do for the people who make our companies successful. A sincere token of appreciation to those individuals, from a hand-written card to a holiday gift can go a long way towards cementing a long-lasting relationship.

Rama Beerfas is Chief Solutions Specialist for San Diego-based Lev Promotions, offering marketing consulting, promotional products, business gifts and more. Rama also offers seminars and training in marketing and customer service related topics. She can be reached at (619) 697-2045 or at rama@levpromotions.com or visit www.levpromotions.com. Column requests and comments are welcome.