"monogrammed tumblers, personalized umbrellas, battery-powered shoe polishers, and liquor. Do buyers want gifts like this, or any gift for that matter?

During the next few weeks, clients all over the United States are going to be submerged in gadgets and gizmos. Some will be good for a laugh. Some will head straight to the trash.

According to the latest estimates, corporate gift-giving at Christmas has become a major business. Millions of dollars will be spent by firms in goodwill offerings to their customers. The actual good-will value of these gifts is questionable. Hard-nosed business people look at these offerings either as a rebate or as an indirect payoff. More and more executives are searching their consciences to draw a line where good-will ends, and bribery begins.

About once a year, trade publications in various industries are loaded with advertising aimed at a very profitable market--Christmas gifts for the business prospect or client. Even though I feel fairly certain that someone has taken what must be an unpopular stand against this custom, I can't remember having seen anything recently but favorable articles.

Bow Out Gracefully

A few years ago, a major trade publication outside of the graphic arts industry conducted a survey on the practice. It found that almost 75 percent of the companies contacted said they were giving gifts to their customers. However, almost the same amount said they would stop if they could find a way to do it gracefully.

Among the reasons they gave for continuing the practice were: to express appreciation for business; because their customers expected it; to meet the competition, which was indulging in the process; to build up their current business; and to attract new clients.

The reasons they gave really don't matter. The underlying one is substantially the same: Fear.

In the classes and seminars I have conducted, I have had many salespeople tell me that they would actually be afraid not to give a Christmas gift. They felt that they would be too embarrassed to call on a client during this time of the year when gifts from other suppliers were boldly displayed. You would be naive to believe that you could buy or keep an account on the strength of your Christmas gift.

Most salespeople approach this annual gift-giving derby without much thought. They take a list of names and divide it into two categories--male and female. Then they decide that all the men will get liquor and all the women will receive candy, handkerchiefs, or umbrellas. Most recipients wind up with items they can't use or don't want.

Get Personal

If you really want to do a decent job, then you must be willing to accept the fact that you've just added a brand new family to your Christmas shopping list. You will have to shop individually for everyone; You will have to find out what they want, what they can use, and then get it. Do it properly or don't do it at all.

I had two clients who each year sent a gift to my production department in appreciation for the service provided all year. Actually, this is the way things ought to work.

There is no point giving gifts to a client who allows you to bid on his work and you get the lob because you have the lowest price.

So ends another sales meeting. In closing, just remember that nothing happens until somebody sells something. Good Hunting.
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