Many financial/sales professionals like to give their clients end-of-year “thanks for your business” gifts. If you're licensed to sell securities in the U.S., then the SEC doesn't allow you to spend more than $100 per client per year. So, you need to get maximum “bang for your buck.”
I've found that gifts tailored to clients' personal interests go a long way. It shows that you care enough about your relationship to take the time to find something uniquely for them. Sure, this does take a bit more time, but the rewards to the relationship are more than worth it.
You may not want to do this for all your clients, but certainly for your “A” clients as well as your centers of influence (who send you referrals).
Here are a few things I've done over the years for clients. Perhaps they will stimulate your creativity.
One of my clients is Jewish and even travels to Israel once a year. So, I went into a Judaica store. I bought a framed piece of art with some Hebrew writing on it. The store owner translated it to me. Since it seemed to be a nice message that I thought my client would appreciate, I bought it.
Two days after I sent the gift to the client, I received a tearful message from my client, saying “thank you.” It turned out their family was going through some trials and the message was totally appropriate for their circumstances.
As you might imagine, that gift was well received and has enhanced our relationship.
I have one client who is into deep sea fishing. I sent him a very nice “coffee table” book with a ton of great photos on the subject. He loved it.
I have another client whom I discovered – from his assistant – is a gourmet cook. I found the latest, greatest cookbook for him. Pricey, but worth it.
I had an embroidery company make some very nice golf towels with our logo on it. I use these to say “thank you” for referrals – with my clients who play golf.
Another client of mine has been caught up in the current poker craze sweeping the country. I bought him some very nice – not cheap – casino quality poker chips with his initials foil stamped onto them.
One of my clients from my early days in sales training, owns a printing company. I found he was quite fond of gorillas – of all things. I went to a toy store and found a quality King Kong. I had a trophy store mount it on a trophy base and put an inscription on it. As you might imagine, this little expense and effort on my part was a huge hit with my client.
If I'm unable to determine what hobbies/interests my clients have, I often call their assistants for ideas.
It's a fun thing to do and, as I said, always pays dividends in good will and more business.
So, for your “A” clients, I recommend you stop sending them cookie-cutter gifts and start sending them more thoughtful, personalized gifts.
(Copyright 2005 by Bill Cates)
Bill Cates, author of "Unlimited Referrals", is America's foremost expert in attracting high-quality clients through referrals. His Unlimited Referrals Marketing System® was featured in Success Magazine, Entrepreneur Magazine, and Selling Power Magazine. He has addressed MDRT twice. For more ideas, or to contact him, go to www.ReferralCoach.com
End of Year Gifts for Clients - To learn more about this author, visit Donald F. Pooley's Website.
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Donald F. Pooley
(Visit Donald's Website)
Don Pooley, the author of this article,
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Copyright 2005, Donald F. Pooley, Inc.
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Advisor's Advisor" has shared
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