Intro:
Before you begin
Step 1:
Know when to give
Step 2:
Know the recipient
Step 3:
Find the appropriate gift
Step 4:
Present the present

2torial #0737:
Learn2 Choose Appropriate Business Gifts

Just what I always wanted--another personalized pen

It's a fine line when giving corporate gifts: the right choice can be a great tool for building a solid business relationship, while the wrong one can make you look indifferent or even be insulting. If you've been wondering how to navigate the ins and outs of gift-giving protocol, look no further. All it takes is a little research and a touch of creativity to make sure your present won't get lost in the corporate shuffle.

When you give a corporate gift, remember that for all its "corporateness," it's still a gift. The more time you put into choosing the item, the more the recipient will enjoy it and remember you (which, as it happens, is very good for business). In this fast-paced world, a little personal attention goes a long way.

Know when to give

A business gift will always have some ulterior motives behind it (otherwise it wouldn't be a business gift), but when you give it can make the difference between an acceptable motive and a suspect one. Keep these guidelines in mind before you start shopping:

• While sending marketing products to drum up business is acceptable, as a general rule, don't present gifts until the business at hand has been established (for example, when a deal has been reached) or completed. A gift received before any agreements are made will be seen as presumptuous, and can even be construed as a bribe.

• Once a business agreement has been reached, it's OK to send items for appropriate holidays. Just be sure you have the right holiday for the right person (or group).

• Unless you're friends with the client, it's usually a good idea to stay clear of birthdays, marriages, births, condolences, and other such occasions. Many people don't like to mix business with their personal lives.

• Remember the speakers and teachers invited for company seminars and the like. You can give them a gift as thanks for taking the time.

• International clients may have different standards regarding when to give (and when not to), so be familiar with any cultural differences.

Know the recipient

Sure, it's the thought that counts, but we've all had those friends or relatives whose idea of a present was, well, not your idea of a present. Before choosing an item for clients or associates, remember the gift-giving code: it's not about what you like, it's what they like. Although finding out someone's taste may seem time-consuming, all it usually takes is a five-minute phone call to the person's assistant or office mate. When you call, follow this checklist:

Gift-giving policy. Some companies have strict guidelines regarding gift acceptance. Ask about any regulations before getting into the possible choices.

Health restrictions. You don't want to make the mistake of giving a box of chocolates to a diabetic, so have a clear picture of what's appropriate. Keep in mind dietary restrictions (including beverages) and any physical limitations.

Religious or ethical beliefs. This can be particularly important if you're sending out gifts for the holidays, but it can also come into play in other categories, like diet.

Lifestyle choices. What do they like? Hobbies? Sports? Books? Food? (These questions probably won't help with a group gift, but you never know when an entire office might be nuts about the same thing.)

Company/office atmosphere. Conservative or casual? Knowing the atmosphere you're buying for can be key for a group purchase, and it might help the individual ones, too.

These questions might make picking a gift a slightly trickier process, but remember--the more thoughtful your choice, the more your choice (and your company) will be thought of fondly.

Find the appropriate gift

Choosing the right business gift can sometimes seem like a juggling act: you don't want to come off as too bland or impersonal, but you also don't want to get too personal, either. You'll want to stay away from anything too cheap, but on the other hand, also avoid anything extravagant enough to make your client question your motives. Before you give up in frustration and start reaching for those company pens, consider these possibilities:

Food and drink. Always a favorite, especially when you want to say thanks for a job well done. Food baskets work well for individuals and groups (a great source for satisfying office munchies). Just be aware of dietary restrictions. Also, don't forget food or beverage clubs--monthly goodies that can serve as a long-term reminder of your business relationship.

Flowers and cards. These work well for holiday occasions, and when you're inaugurating a business partnership.

Fine Goods. Executive items like leather goods (notebooks, briefcases), crystal, timepieces, and so on are both elegant and not too personal. Just be aware of how common they can be gift-wise, and watch out for the dent they put in your wallet.

Electronics. Little gadgets make great gifts for the home or office. However, if they fail to work properly, they can be a poor reflection on you. This is definitely an option that calls for quality.

Charity. A contribution to the charity of the client's choice is always a classy way of giving, particularly for those people who "have it all."

Entertainment and gift certificates. If you can match them with the recipient's interests (and if you have money to spend), tickets to sporting or entertainment events are a terrific idea. If, on the other hand, you're having trouble finding out what the person (or people) might like, the gift certificate is a great standby.

Non-traditional gifts. A gift certificate for a massage, a manicure, or a pedicure (or if you're feeling generous--a whole spa package) will be a welcome surprise for anyone feeling those workday pressures.

What you choose will depend on what you know about the recipient's tastes, what you feel is a good reflection of the client's importance to you, and, of course, how much time you have to put into the purchase. Be aware that flower shops aren't the only places you can call to have a gift delivered. There are a host of businesses, specializing in gift packages of all kinds, that will take care of wrapping, delivery, and even the card. Look under "gifts" in the yellow pages, or try typing "business gifts" into your search engine.

Present the present

Wrap it up, stick a card on it, and send it over, right? Not exactly. Remember that in business, presentation is everything, and the business gift is no exception to the rule. When you're ready to send off your purchase, do it right:

• Double-check the name spellings for personalized gifts (you can call the office manager or assistant).

• If you're giving a group gift, you can address it to the person who supervises the group, or to someone who can best distribute it, like an office manager. (If the recipients work in a large company, make sure they all know and work with each other.)

• If your gift is mail-ordered, confirm with the vendor that the item won't be sent with a receipt, order form, or brochure, and that it will be wrapped with the proper card.

• When giving multiple gifts within the same company (or to different companies that may interact), send the same gift to all recipients, or at least gifts of equal worth.

• If you're having the item shipped, don't call the recipient to check if it arrived. Rather, confirm it with the shipping (or gift) company.

• If you personally deliver the gift, keep your presentation low-key and don't force the recipient to open it in your presence.

• Don't forget possible cultural differences for international clients. In certain countries (like Japan and China), even the wrong-colored wrapping paper can be a major faux pas.

But with the right preparation, the color of your wrapping paper (and the gift inside it) will be just right--the perfect item to commemorate the business occasion.

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