Gift giving is a universal, joy-inducing practice which, if you’re in the B2C industry, is probably part and parcel of what you do. Gifting free merch and discounted items is certainly a great way to get consumers through your doors. But do the same rules apply within B2B?
Yes and no. Even business consumers love a gift, after all, but B2B gifting can also be a bit of a tightrope. Get it wrong, and you look like that desperate kid in class who’s trying to buy friends and business deals. Get it right, and you can propel yourself towards lucrative, long-lasting success.
The question is, how do you find that balance? It’s no easy task, but you could navigate B2B’s gifting nuances with far more ease by bearing the following essentials in mind.
# 1 – Timing Turns the Tides
B2B acquisitions are often a little more complex than simply ‘consumer sees product, consumer buys product’. When you’re dealing with large accounts, there will likely be long periods of back and forth, which may involve various meetings and negotiations. Choosing the prime gifting time amidst these negotiations is the best way to ensure that you send the right message.
Sending a gift too soon after you start talking with a client runs a particular risk of looking like a shady, pleading move. Instead, you’ll ideally want to wait until you’ve already secured a deal before sending anything. That way, your gift will come across more like a token of your thanks than a desperate play to win favour.
# 2 – Make it Personal
B2B clients typically pay much larger sums than a general customer base. B2B accounts will also ideally auto-renew, meaning that you’ll work with the client for potentially years to come. As such, you can’t afford to send a generic gift or piece of merchandise that’s both impersonal and uncaring.
Sending a gift that’s personalised in some way instead is a far better option, as it shows that you’re paying attention. For instance, if you’re dealing with a creative company, a piece of wall art for their office could work well, as could other themed office additions. Or, you could simply send hamper baskets filled with the board’s favourite pastries. These are small nods that show you listen, and you care.
# 3 – Stick to A Budget (and Make it Lower Than You Think)
You might assume that lavish B2B gifting can give you an advantage, but that’s actually not the case. Not only will expensive gifts seem like a waste of money, but they again look like you’re trying to buy client appreciation. Spending gifts of different values is also problematic, as it can cause unnecessary disruptions amidst accusations of favouritism.
So, forget the fancy gift bags filled with tech and jewels. Instead, set a modest gifting budget for every client, and make sure that your team sticks to it without exception.
Gifting can go down well in B2B deals, but make sure you’re perfecting this complex process by keeping these tips in mind!
