Corporate gift giving can offer profound rewards for both parties when practiced
appropriately. A thoughtful remembrance can build a fortune of goodwill between
associates and clients. The key to successful gift giving lies in the intent and
approach of the giver. Here are 10 points of etiquette to consider when
giving corporate gifts:
1. Promotional Items and Logos - While
gift-givers may be most proud of their organizational logo, boldly market
promotional items can be obtrusive and make even the most expensive item
appear pedestrian. Including a logo on the gift card or on an understated
item as part of the package can reap greater benefits than spending hundreds
of dollars to have your brand etched into crystal, for example. Many a
logo-bearing gift can be found in yard sales nationwide. Let the quality of
your gift be what they remember about you.
2. Employee Reward or Recognition - Gifts can
be excellent non-monetary rewards. If the gift is to recognize the
outstanding work of someone who reports to you, dollars spent on a
thoughtful thank you will make almost anyone feel special and appreciated.
Non-monetary rewards can build priceless loyalty and future motivation.
However, if a boss appears to under-spend, such corporate gifts may have
a reverse impact, and reflect poorly on the giver.
3. Key relationships - Relationships with
certain clients or associates require more thought and should reflect your
knowledge of their personal interests. For such circumstances, you may wish
to listen carefully in your conversations, and make a note of a particular
hobby, taste, or pass time that appeals to this recipient. How much to spend
depends on the relationship. Consider the historical or future economic
impact on your partnership with this person. Also consider the occasion.
Recognizing a long-term client’s relationship, such as 20 years of doing
business, may require you spend more than when recognizing a recent project
milestone.
4. Your Motive - Know your reason for giving
the corporate gift. Is it a genuine gesture of appreciation for an ongoing
relationship, or are you intending to build a new relationship with a
prospective client or decision-maker. Letting someone know you value his
or her professional relationship is a good reason to give a corporate gift.
However, evidence of a thinly veiled, personal agenda may backfire and
tarnish future success. Avoid over-spending in such cases. And remember,
gift-giving with sincerity and kindness is never in bad taste.
5. Humorous Gifts - Humorous gifts can be great
fun if you know the recipient well. However, humor is not universal. Be
especially mindful of this fact in cross-cultural gift giving. Funny to
you may be embarrassing or insulting to the recipient from another
country or a local subculture.
6. Foods and Beverages - Foods and beverages
should be considered only if you know the person and their culture well. A
box of the Midwest's finests sirloin may be impressive to you, but offensive
to a recipient who’s religion or health restricts consumption of such foods.
Further, local law, company policies, governmental regulations or import
bans may mean these corporate gift items cannot be accepted by the
recipient.
7. Cross-cultural Gift Recipients - If the gift
is for an individual from another country or culture, research the customs
of the recipient’s native land. If the recipient is an official
representative of state, research specific protocol relating to the
officials’ title and state function. Flowers and plants are always a
good choice in such cases.
8. Ethics and Rules - Consider the spending
limits imposed by many corporate policies, as well as ethical restrictions
imposed by federal, state and local governments on their representatives and
employees. Don’t let an excessive-spending diminish your integrity.
9. Gift Delivery - If you aren’t personally
familiar with the recipient, arrange to have the gift delivered to the
office or place of business. Receiving a corporate gift in-person may be
awkward in some professional settings, even though the gift is profoundly
appreciated. Delivery can also be a tactful way of avoiding an
uncomfortable encounter during a holiday season when the recipient doesn’t
have a gift to offer you.
10. Follow-up Questions - Once the corporate
gift is given, don’t ask the recipient questions about it. If it was truly a
gift, then they can do with it as they wish. If the recipient doesn’t
acknowledge receiving your gift, resist the temptation to bring it up.
Such inquiries can make the giver appear ingratiating. Having the gift
delivered will provide a record of the gift’s receipt. It is highly unlikely
your generosity and thoughtfulness will go unnoticed by the recipient, even
if it is unspoken.
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