Introduction

Many people believe that the economy is going to take a turn for the worse and that it will get worse before it gets better.  This is disheartening news to many people and businesses all over the world.  But this also gives a new opportunity to expand business and to make the most of relationships with clients so they will continue to come to you for business in tough times.  This time of year, many businesses are thinking about the numbers and who their most valuable clients are and whom they need to work with more to help gain more of their business.  No matter what end of the spectrum a client is on it is important to make them feel wanted and needed and to do this, many businesses turn to corporate gifts, and specifically corporate gift baskets.  There are many reasons why you would choose to give a corporate gift basket and there are just as many reasons why a client would love to receive one from you.  Here is some more information about corporate gift baskets and making the best purchase decision so that you can nurture the important business relationship with your clients. 

Giving a good gift basket accomplishes many purposes with only one item.  First, it lets your client know that you are thinking of them and want to give them something special at the end of the year.  This also lets them know that you value their business and that you count on that relationship to continue into the new year.  Giving a gift basket also gives them something they can enjoy at the office or at home.  Gift baskets can have almost anything in them and most have some kind of food or other item that can be used personally.  Getting something from you that they can use helps them appreciate your business as well and the other services that you provide to them. A gift basket communicates sincerity and shows your clients that you feel they are worth the time, effort and money and every client in the world likes feeling these things.  Corporate gift baskets are just another way to show your appreciation to your clients.  A third thing that corporate gift baskets can accomplish that many people overlook is providing a meaningful and lasting memory of you.  A quality corporate gift basket will include a sturdy and tasteful container that allows your client to use it over and over again even when the treats inside are gone.  The best gift baskets for business provide something that can be used in the office and that whenever they look at it they will think of you and the relationship you have.  Many people overlook the quality of the basket as an issue and just focus on the contents.  But a cheap basket or container will make even the highest quality stuffers feel more cut rate than a good, sturdy container.  You should keep these things in mind when you choose whom you want to give a corporate gift basket to and what kind of gift basket it will be. 

What does a corporate gift basket accomplish?

Gift baskets are meant to convey the feelings you have about the relationship when you cannot be there to express them yourself.  You want to be able to tell your clients that you are thinking of them and that they are important to your business and to remind them that you are important to theirs.  Gift baskets communicate this in ways that other gifts or communications simply cannot duplicate.  You should also give a gift basket because people love getting them.  When they receive it at the office, there will be some anticipation to find out who it is from and what is inside.  Many people get very excited about getting a gift basket and it becomes a kind of office event when it arrives.  Giving a gift basket is also appropriate for groups of people and individuals alike.  You can give a basket to a single person, a team or even a whole company.  This spreads the value much farther than any other kind of gift ever could.  They are great for the person who already has everything or for a gift that is less personal and more professional in nature. And last but not least, sending a gift basket makes you look good.  People are impressed when they get something from business professionals and sending a gift basket to them may help you to move up a few spots in their mental rankings. 

Corporate gift baskets show that you value the relationship more than the invoices that are paid in full.  It shows your clients that you really care about them and that you realize they are people and not just a business you transact with.  A gift basket is much better than sending a generic card to the same address file the accounting department has.  You should be sure to address the gift to specific people by name and list all those who play any part in the success of your business.  Sending a gift is really to make them feel like they are wanted and that your concern for them goes past the pocket book.  Because you are trying to communicate a feeling of value and appreciation in your gift, you need to be sure and make your choice so that it really conveys these thoughts and feelings.  Send a gift basket that enhances the feelings they have for you instead of dampening them.

What to look for, and avoid, in corporate gift baskets

Choosing the right gift basket can be a very important decision.  Sending something that communicates the wrong message can be very detrimental to a business relationship so you always want to make sure that your choices are professional.  It is still quite difficult to go wrong with the general idea of a gift basket, but there are products out there that are far inferior to others and this could certainly send the wrong message.  Sending a gift basket that is cheap can send the message that your gift giving was an afterthought and that you didn't really give it much consideration.  They may think that you are sending it just because they were on a list and it was obligatory and not that you were really thinking about them.  If you choose to send a basket that is overly extravagant and has things in it that they aren't sure about because it's in French only, then you may have overshot the mark too.  If you send something that is too flamboyant or too expensive, then you could be sending the message that you are trying to buy their attention.  There isn't a competition of who can send the `best' gift basket at the end of year and so your decision should be based on what you know about the client and not what others might be sending.  If you are more familiar and more personal with them, then it could be a good idea to send something more personalized that will fit specific things they like.  If you are sending it to a group or don't know the person very well, then a `generic' or more conservative choice is probably a good idea.  

You also want to make sure that the product you are sending is a high quality item and that your recipient will not wonder if you really care after getting it. The best vendors of corporate gift baskets will be very clear on several things and here are some that you should look for:

•     Personalization - Look for companies that allow you to personalize the basket.  The best ones will allow you to switch out items in the `stock' basket for other ones and add new items that may mean more to your client.  Personalization adds extra emphasis to the gift and lets your client know that you really have them in mind when you send the basket.  The best sites also offer the option to make a basket that is completely customized.
•     Uniqueness - You want to make sure that your gift is unique.  It would be very disappointing if you were to receive a gift basket from more than one client only to research it online and find that it is available on practically every site that sells gift baskets.  Look for sites that sell a product made specifically for them and not just things they have bought from an enormous warehouse in China. 
•     Tastefulness - You need to make sure that your gift basket choices are tasteful.  This means that they are appropriate for the level of relationship you have with the receiving party.  A gag gift is probably not appropriate for most clients and so you may want to look for gift baskets that are neutral in appeal. 
•     Meaningfulness - A gift to anyone, no matter who it is, should mean something more than just getting a gift.  Look for sites that offer tips on what kind of baskets communicate which feelings.  Find out which ones are the most popular and why people that have purchased them liked them. 
•     Quality - You should always shop based on quality as well as price.  If you are looking for the cheapest baskets out there, that is probably the return you will get on your investment.  You want to do business with a company that stands behind their product and will take responsibility if anything bad happens.  Make sure that there is a satisfaction guarantee in place to protect you and your client from bad products.  The best companies will stand behind their products and guarantee them. 

You can also look for gift baskets that have themes that can be applied and customized to meet specific needs and tastes.  Be creative with the choices you make and be willing to try something new to get the attention of your client in a tasteful way.  Your basket should be something that is memorable and that they will enjoy. 

Who to give a corporate gift basket to

You should give a corporate gift basket to anyone whose relationship you want to nurture and increase.  Whether this is an old and steady client or a new contact that is fresh on the scene, you can impress them by giving a gift basket.  If it is an old client and they have received gift baskets in the past, mix things up this year and send them something they may not expect and that will capture their attention again.  No matter how much you have worked with a client, they should be pleased that you remember them and that you are willing to invest in the relationship for mutual benefit.  If you are sending a gift basket to a less frequent client, you may be able to capture additional business through your thoughtfulness.  No matter who will be receiving the corporate gift basket from you, make sure they are getting the best for your budget.