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Holiday Gifts: Creating Your Recipient List


If you’re giving holiday gifts this year, the first thing you’ll want to do is figure out who your recipients are. Your recipient list will depend on your business and your clientele, but there are a few important things to consider that are applicable to almost any company… gifts


Gifts for Individuals1. Remember to count individual contacts rather than just client companies. Especially amongst your top clients, you will probably find there are multiple contacts. You may find that your needs double when you count contacts rather than companies, which will make a big difference when you’re budgeting.2. Consider breaking your list down into tiers. This allows you to maximize your budget and give appropriately to different clients. A typical breakdown would look like this:a. Tier One: Your very top clients. You have had a long relationship with them and without them you may not even be in business. They would receive the most valuable and most personal gifts.b. Tier Two: Good clients and new clients with potential to grow. These are either steady clients who will never be top clients, or new clients who aren’t there yet.c. Tier Three: Other clients and promising prospects. This tier may include some or all of the rest of your clients, who would receive an inexpensive gift as a reminder that you work together.3. Figure out your recipients’ demographics. For example, figuring out the number of men and women will help you determine if you want to pick two different gifts or something unisex.Group Gifts1. If you’re planning to give group or shareable gifts, you’ll want to have an idea of how many people at each company will be sharing them and if there are multiple offices or departments you should be giving to.2. Having a tiered list may be less important when giving group gifts, but for shareables like food, you may want to break your list down into larger and smaller companies and have an appropriately-sized gift for each.Additional Considerations1. Identify clients who may not be able to receive gifts, such as government organizations and some large companies.2. Budget a little extra. Whether it’s for the client contact that you accidentally forgot, or the new customer that really started ordering more after you came up with your initial list, chances are you’ll be glad to have a couple extra gifts.3. When determining your lists, don’t just look at total sales. To find out who your relationship clients are, take a look at the number of times they order and the length of your relationship.


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