Does giving away calendars, diaries, mouse mats and pens really make a difference?
Giving away complimentary gifts is ultimately a rapport builder or a different form of memo. Even providing a free lunch for a colleague could be seen as a form of relationship-building that might assist your business. Giving free inducements is a legitimate way of helping people to see you in a favourable light and to remember you – especially if the gifts are branded or carry a promotional message. You can even use promotional gifts specifically to launch a new sales message. Do take care to match the value of the gift with the value the recipient assumes to have on your business. The 80-20 rule suggests that 80 per cent of your clients account for only 20 per cent of your sales. Let them have the ‘Christmas cracker’ gifts. For the remaining 20 per cent who are big spenders – your most important customers – be more imaginative with what you offer them.
