Client gifts that always deliver

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My daughters still haven't decided on their Halloween costumes yet, but holiday shopping season will be here before you know it. When it comes to client gifts, we're all scratching our heads trying to be unique. We want to send something that helps us stand out from the crowd. At the same time, we don't want to break the bank or commit hours of staff time doing gift planning.

Before you waste hours searching the web or thumbing through catalogs, think about your gifting goals. If you're like our firm, you want your client gifts to meet three important criteria:

1. Something clients will keep. Cheap stuff ends up in the trash or, at best, in the client's regift bin. Ask yourself, do you want to spend a little money and have your brand associated with junk, or do you want to invest in quality that stays with your client all year round? If you said "year-round," then read on.
2. Something scalable. You can't afford to spend an hour coming up with unique gifts for each client. You want to give something that has broad enough appeal to the vast majority of clients so you can replicate the gift, and everyone will love it. 
3. Something relevant. It's the holidays. Think gratitude, cold weather, time with family. 

I know a lot of you don't think there's much value in sending gifts to clients, but as I discussed in my recent article "Three words can make all the difference for your clients," the main reason clients leave their CPA is because they don't feel appreciated. Why not show clients you're always thinking about them and that you're always on their team? Here are three ideas ranging from $ (low cost) to $$ (medium cost) to $$$ (premium):

$ — Branded notebooks from online custom printing sites like Moo.com. The notepads have your client's logo on the front and your logo on the back. They help your clients stay organized, and help you keep your name in front of them all year round.
$$ — Yeti large tumblers. Go for the big one. Client feedback tells us to make sure the tumbler fits into a cup holder. Get the one with the handle (this has all been direct client feedback). For your best clients, have their logo engraved on one side of the tumbler and your logo on the other. By adding this extra touch to a high-quality, useful item, it will never be tossed out.
$$$ — Rumpl blankets. As the cold weather moves in, these durable and super-comfortable outdoor blankets come in handy around the house, at the stadium, on camping trips and on ski trips. As with custom notepads and tumblers, for your best clients, order the blankets with your clients' logo on one side and your logo on the other. This gift item will absolutely never be discarded.

These gift items above are just examples. If you don't think your clients will love them, find something that will resonate with your clients by making sure it checks off all three of the boxes highlighted above:

1. It's something they will keep. 
2. It's scalable. 
3. It's relevant. 

Again, you don't want to break the bank or drive yourself crazy coming up with gift ideas for each and every client. Start with your top 5% to 10% of clients to manage costs. These are the clients you most want to retain and replicate. Just remember to keep these valuable clients on your gift list year after year. Once they start receiving great customized gifts from you, you don't want them to feel like they've been cut from the gift list some year.

Don't underestimate the power of sending something that's tangible in this digital age — something that someone can hold and touch. It's a great way to stand out from the crowd when everyone else is sending "Happy Holidays" emails or cutesy videos. Give clients' inboxes a break and put something of value that says: "We appreciate you!" in their old-fashioned mailbox or shipping room. 

Again, don't skimp on quality. I know Yeti coolers, for instance, are expensive, but don't go with a cheaper off-brand just to save a few bucks. People throw away off-brand stuff all the time. But they don't throw away the premium product. You're trying to charge a premium price for your services, so send a premium gift. Do you want to spend $20 on something they'll throw away immediately or spend $50 on something that they'll keep on their desk or their car for a year? I'd love to hear about how your firm is saying "thank you" to clients. 

(Note: The author receives no compensation or promotional consideration from companies and products mentioned in this article.)