Client Gifting – why, when and how you should do it

Why client gifting is a good idea

Client Gifting is something that often gets overlooked as part of the client journey (from awareness to booking/buying) and beyond. But I believe it is one of the best ways not only to thank your clients, but to set expectations for your working relationship, make your values clear, and make the experience of working with you memorable and enjoyable, so you are more likely to get repeat business, get great reviews, and get those all-important referrals.

What to send

What to send will vary enormously on the type of business you own (particularly whether you are product or service based) and how much the client or customer has spent with you. So let’s consider these factors separately:

Product-Based Businesses

You may want to reward a customer for buying a small product by gifting them a simple discount on their next purchase – a simple emailed code or printed postcard voucher can be a great way of supporting repeat custom – it’s a tried and tested method utilised by most online retailers. Even something as simple as a handwritten thank you note can be enough to show how much you care and are thankful for their purchase.

For larger spends you might want to include a free small gift, or perhaps a new product not yet launched that you’d love some feedback on, or one of your most popular low-cost products for example. Enhanced packaging with reusable items like thank-you cards with a print on the reverse, or branded beautiful boxes or bags to keep their new purchase in can also be thoughtful ways to enhance your customer’s experience of shipping with you over a competitor.

Service-Based Businesses

Similarly with service products you might want to consider discounts or offers for people that have already booked you for one service. I also like to send Christmas gifts to my coaching clients for example. It’s a small thank you that shows my appreciation for their trust in me and because I genuinely like all my clients.

A welcome gift on higher ticket offers is always a good idea too. I like to send a pdf that sets out exactly how we will work together, something that sets expectations from both sides and highlights important aspects of the working relationship. I will also send a physical gift in the post that I have chosen specifically for that client – something I know they will especially enjoy. I want to begin that relationship by showing my appreciation for the project and how much I value them putting their trust in me as well as their significant and financial commitment. It sets the tone for how we will work together - with mutual respect and thankfulness.

When to send a client gift

It might be when you send out that first purchase, it might be at the beginning of a project as part of the ‘on-boarding’ process, a special occasion like Christmas or their birthday. Or indeed at the end of the working relationship when you’re ‘off-boarding’ them, ie preparing them for going it alone after your helps and support. It’s an opportunity to thank them for their investment, remind them of future options for them for working with you on different projects or aspects, welcoming them on board with a former client program (with referral or ambassador programs for example) and when you ask for a testimonial.

I hope this has given you food for thought about how to express your gratitude to your clients or customers, reward their loyalty to you and strengthen your brand recognition.

And don’t forget Laura and I are always happy to discuss ways of creating gifts and packaging that ticks all the boxes as part of our branding work.