How to Grow Your Business by
Becoming a “Gift Horse”
Have you been lucky enough to gain a client this year who has sent a lot of work your way?
Maybe you’re new to freelance writing and you recently landed your first client.
Or, maybe you’ve been writing for years and you have two or three clients who keep coming back to you with new work you enjoy doing.
No matter what stage of your career, you can strengthen your client relationships doing one simple thing. Saying thank you.
Not because they’re paying you, but because you have a good working relationship with them and you’re grateful for that fact.
An out-of-the-blue note is one way to say thank you.
But, you can make an even bigger impression by sending a gift.
4 Reasons You Should Make Gift-Giving a Habit
When you give a gift of appreciation to your client, you do four things …
- You develop or deepen the relationship. Working with a client means you have to send emails back and forth, talk on the phone, solve problems together … and ultimately, hopefully, celebrate successes together. These are all hallmarks of a strong relationship. And, when you give a gift, you show the client you recognize the relationship as one you’re glad to have. This helps to make the relationship stronger.
- You open the door to communication. Have you ever finished a project for a client, and you meant to send them a follow-up … but next thing you knew, months had gone by, and you hadn’t made any effort to stay connected? Sending a gift can prevent that from happening, or it can re-open the lines of communication, when you find yourself in that kind of awkward situation.
- You keep your name in front of them. Like you, your clients are busy. Even if they love working with you, you might not be the first name that comes to mind when they start thinking about who to work with on a project. But, if you stay in touch on a regular basis, you’ll make it much more likely you’re their go-to person. And, sending the occasional gift is one way to stay in touch.
- You show you're a person and that you know they’re a person. It’s unfortunately common for business relationships to get reduced to transactions. It’s all about the next project, the next invoice, the next check in the mail. When you make the effort to send a gift, you’re letting the person on the other end know you value them. It makes you both feel more human.
Studies Show Gifting Has a Positive Outcome
Knack, a Seattle-based company specializing in corporate gift-giving, has done the research on their industry. They surveyed 1,000 business people who received gifts from vendors or partners.
You know what the survey revealed? That 94% of high-level executives were positively impacted by a personal gift, because it enhanced an existing relationship.
Eighty percent of the people surveyed about giving gifts believed business gifts are a GREAT return on investment (ROI). Plus, they cited gifts as promoting intangible aspects of future dealings.
One person said, “Gifts humanize business.”
Another replied, “It pays for itself two-fold.”
5 Ways to Guarantee Your Gifts Build Relationships
Connections are based on more than sales figures and word counts.
Knowing your client loves old cars, owns a dog, studies baseball statistics, writes Haiku in their spare time, or travels to the islands every chance they get is just as important as knowing the target date of the next project release.
- Use your personal knowledge of that client to create a meaningful gift …
- For someone who loves old cars, give them a beautiful coffee-table book of vintage cars, personally inscribed by you.
- For a devoted dog owner, consider a BarkBox for the pup in the family. (And, if it’s a high-dollar client, make it a monthly subscription.)
- For a baseball lover, consider tickets to a game or a personalized hat or jersey.
- For a Haiku writer, think about a leather-bound journal and nice pen.
- For an island traveler, monogram a beach towel or beach bag.
- Create a unique gift for each customer. Do NOT buy a one-size-fits-all gift in bulk. Nobody will remember a calendar or coffee mug, if there’s no personal connection inherent in the gift.
- Leave off your company logo. This gift is about them, not you. A gift emblazoned with your branding is easily viewed as a marketing ploy. It is NOT a personal tribute to your client. Instead, consider monogramming or personalizing your gift with the client’s name or initials.
- Spend time creating an attractive package. Part of the joy of a gift is unwrapping it. Make an effort to make the gift-receiving process memorable.
- Include a handwritten note with the gift.
Develop Levels of Gifting
Not all clients have influenced your business to the same extent. Develop a level system based on budget. If you have had a few small jobs with a client during the year, a gift of $20-$25 would be appropriate. More business dealings might move that client up to the $50 range. And your top-tier customers might be at the $100 range.
Isn’t a client who brought you $5,000 in income worth a gift of $50?
When to Gift
The traditional time to send gifts to clients is between the end of November and January of the new year. This is a good time, provided you get your gift to your client before the middle of December, when schedules get a little unpredictable.
Even though the holidays are a good time to send gifts, they’re not necessarily the best time. Consider how much more impact your gift might have, if it were to arrive at an unexpected time. Don’t feel like the holidays are the only time to be appreciative. According to Shep Hyken, a customer service expert, “In the business world there are two appropriate times for expressing your gratitude, whether it’s through a gift or simply via a kind word: As the relationship is beginning and anytime thereafter.”
Appreciate your customers every day. Express it often. Occasionally, surprise them with a tangible gift to thank them for the relationship you’re building.
Your thoughtfulness will not be forgotten.
This article, How to Grow Your Business by Becoming a “Gift Horse”, was originally published by Wealthy Web Writer.
The Professional Writers’ Alliance
At last, a professional organization that caters to the needs of direct-response industry writers. Find out how membership can change the course of your career. Learn More »