It’s more than a gift: Ambassadors share their client gifting advice

The holiday season is upon us! It’s time to make your list (and check it twice). No doubt, you’ve already started planning, but did you include your clients on that list? As a small business owner, building a good relationship with your client should be top priority. What better way than to surprise and delight through client gifting!? 

So, for this month’s newsletter, we talked with our ambassadors about their experience in giving gifts to their clients. 

We talked to 14 17hats ambassadors: 

• Sara Meyer, a balloon artist from Wisconsin
• Tanya Goodall Smith, a brand photographer from Washington
• Laurie Johnson, a tax consultant & business coach located in North Carolina
• Shirleen Burnett, a wedding photographer from Alberta, Canada
• Sonja Barisic, a writer and independent public relations professional from Virginia
• Paige Ivey Evatt, a wedding photographer located in Tennessee
• Carrie Geno, a wedding & portrait photographer from Iowa
• Andrea Haverinen, a marketing engineer from Minnesota 
• Q. Carson, a family & wedding photographer from California
• Shawn Black, a boudoir photographer located in Massachusetts
• Jill Stiffler, a wedding photographer from Pennsylvania
• Lisa Cox, a senior & teen photographer located in Indiana
• Emily Catron, a wedding photographer from Indiana
• Lara Janzen, a photographer located in Oregon 

To jump into the topic, I asked our ambassadors why they feel sending gifts to clients is important for their business?

Lara: I truly believe in gratitude, and I live my life with the intention of appreciation and gratitude. This concept is also very important in my business. I want my clients to know I value and appreciate their trust in me and my offerings. Small gifts and tokens of appreciation go a long way to send that message to all my clients. 

Amanda: That is a great way to think about client gifting. Also, it’s not just about the holidays. Sometimes it’s about creating a better client experience and building a relationship. 

Q: I love to give my clients a luxury experience. I believe that one way of communicating to my clients that I appreciate them is to show that appreciation through a small gift of gratitude.

Paige: I agree with that! I serve clients in intimate settings – weddings and boudoir. Therefore, I want to make sure I hit ALL of their love languages – and gifts are a big one! I think gifts also go a long way in building a relationship with my clients and making them feel as valued as they truly are! Gifts can help set the tone for your relationship and what to expect. Having fun is a really important part of my service to my clients, so I gift branded koozies to each of my clients as part of their welcome package. It is something fun that sets the tone for having a fun party. And they are quick to take selfies and tag me in it, which I love! 

Sonja: Gifting is a good way to show clients that you appreciate them and to further build good relationships with them. But mostly, it just feels fantastic to do something nice for nice clients! After all, they make it possible to be in business for myself and be successful while doing what I love. 

If we could, most of us would give our clients the world, but everyone should have budget and a plan. What policies or guidelines do you follow when sending gifts? 

Andrea: I serve a small number of clients per year. On average, I have four to five new clients in a calendar year, and a couple dozen repeat clients. I give gifts to new clients, and to those who have been long-term or higher service clients during the current year. My gifts have a cost of $5.00 to $10.00, so the investment is not very high. I also have trade accounts for promotional products, and handle the design/ordering, so my out-of-pocket costs are low. My main cost is time when it comes to gifting, as I hand-deliver most of the gifts I give.

Tanya: I have a similar approach. I send gifts to those who have spent a certain amount of money with me the previous year and/or those who are likely to need my services again. I also give gifts to referral partners who regularly refer business to me. I want to reward them and express my appreciation for their loyalty and confidence in me. I budget about $50 per gift for V.I.P. clients and $5.00 to $10.00 for smaller swag items I give throughout the year to new clients and at events.

Sonja: I didn’t have a gifting policy, my first year in business. I didn’t even realize I needed one. I guessed what was an appropriate amount to spend on gifts. This year, with many more clients to thank, I’m being smarter and more strategic about how to show my clients that I really appreciate them. Inspired by the “Stay on Top of Client Gifting” 17hats University video, I created a client “Thank you” Project in 17hats and devised a spending budget and policy. I split my clients into four tiers, based on how much I earned from them in the past year, with those on the lowest tier receiving holiday cards I designed. Those in the upper tiers will receive gift boxes that I’ve curated to include items personalized to their tastes, as well as some sunflower-related items (gotta stay on brand!). Thanks to being so organized in 17hats, I’m well on my way to being ready to send all gifts in early December.

Amanda: Sonja, that is amazing. I know all of your clients will feel very appreciated this year. 

Okay, now the fun question. What gifts have you sent your clients in the past?

Lara: I have given out gifts from Greetabl, which my clients loved. They are quite unique, and I could include photos from their session on the box. It was also a reasonably priced option as I was just starting out as a photographic business. 

I have also sent out calendars (with my landscape images) which many have loved. Some clients have even bought them as gifts for their clients. I am open to adding other branding to them as a way of adding value for my clients. 

Amanda: I love the calendar idea! Customized calendars are a great way of staying top of mind with clients as they will see them every day.

Emily: When I deliver a wedding gallery to a client I send them a box filled with goodies. Inside is always a USB drive with their wedding day images, a printed and framed 5” x 7” image from their wedding day, a custom hand embroidered hoop with their name on it, a floral design with their wedding day colors, a thank you note, and more!

In the past, I’ve done custom kitchen towels, candles, personalized Christmas ornaments, but I have slowly shifted to something more sentimental.

Sara: When I go on site visits, I stop at a local chocolate shop and buy small two-packs of fancy chocolate truffles to keep in my purse. If the vibe is good at the end of the site visit I just say, “I brought you a little something, thanks for your time” and hand them the small treat. It’s always a surprise, it’s something small enough to give to a stranger. 

Jill Stiffler: When I first meet with clients, I always try to meet at a coffee shop and have their favorite coffee order ready. I also prepare a folder stuffed with goodies such as a custom bridal magazine with small articles containing 10 years of wisdom and advice, vendor lists, timeline examples, and more! I also include a handwritten thank you note with a logo sticker inside.

Shirleen: I try to learn as much as I can about my clients. Part of my 17hats Workflow is to send out questionnaires that give me insights into what my clients enjoy and value. I select gifts based on this information. Some of these gifts include; 6-month membership to the Atlas Coffee Club, date nights to a 5-star restaurant, and an Adventure Couple’s Guide. Most recently, I had a client who loved Pepsi. I found an antique Pepsi Cola cast iron bottle opener wall mount from the early 1900’s. I’ll send it to him with his photo album. I think he’ll love it! 

Also, when we are out in the field on a photoshoot with our clients, we will surprise them with a gourmet picnic and their favorite drinks. I even bring crystal flutes and fancy china to serve treats on. Everyone is always blown away.  And I don’t have to worry about my clients getting “hangry” because they forgot to eat before our session started. 

Amanda: WOW! Shirleen, you have an excellent eye for gifting. Shawn, as a boudoir photographer, I bet your client gifts are unique. Tell us about them. 

Shawn: Every client of ours has a branded satin robe hanging in the hair and make up suite for them when they arrive. Many women are nervous coming in for their boudoir session, so presenting them with a comfortable robe helps to take their mind in a positive direction. It’s also a very practical gift that they will use during their photoshoot. We brand our robes with our logo to leave a lasting memory. Everytime they wear the robe, they’ll remember their session and think about booking again. 

We also gift each client from the current year a commemorative Christmas Tree ornament in our holiday cards. The ornaments, besides a nice surprise in the mail during the holidays, are another great long lasting marketing tool for our brand because clients post to social media and in our private group when they receive their ornament. Most of our clients want to collect them all, but the only way to get that year’s ornament is to have a session with us during the year. 

Amanda: Shawn that’s a great way of creating exclusivity through gifting.

These are all fantastic ideas that are both unique and personal. What are some of the results that you see when you send a client gift?

Lara: I do believe I have had repeat clients due to gift giving. I have also given out gift cards to other local small businesses as a way to support them in this crazy Covid-infested year. That also has gone a long way to show that I do wish to support my local community.

Emily: Once I started to gift clients I began to receive referrals and additional bookings from those clients (anniversary sessions, maternity, newborn, etc.). I think sending a gift is a nice reminder that you are there for them and care.

If the client doesn’t already follow me on Instagram, and they receive a gift, chances are they will go follow me then … posting in their stories about the gift. Then I follow them back and begin to see their life moments. I comment occasionally and they respond. Just another reminder that I am there for them as big life moments come. This has also led to repeat bookings from those clients.

Paige: Many of my clients have given me gifts! Generosity has a way of coming back to you, and I have seen that in action. 

Laurie: I’ve received reviews, referrals, great testimonials, speaking gigs, and even a government contract once.

Lisa: It does bring in additional revenue for my company, but more than that, my clients tell their friends about it too. Word of mouth is invaluable to a small business. 

Q: My clients love the gifts because they are unexpected.  Most clients only believe that they will receive what they pay for.  My motto is to under-promise and over-deliver.  It is all about the client’s experience with me. 

Carrie: I’ve definitely gotten great reviews that mention my added gifts that made their experience even better. I also have many repeat clients. I want to always go the extra mile for my clients to let them know I appreciate them and will give them an unparalleled experience.

What advice do you have when it comes to gifting clients?

Lara: Be genuine in your gift giving. Do it because you really wish to send your love and appreciation to your clients. If you do not have that as your main goal, it may come off as disingenuous or fake. Realize that without your clients, you do not have a business 🙂

Lisa: I think the key is to know your clients and what would make their experience with you as unique and unforgettable.

Laurie: Gifting can be used as an income-generating activity and should be part of a businesses’ marketing strategy and business budget. Gifts should be thoughtful and well-timed.

Q: I believe that we should show our clients gratitude. Personally, it is one of the reasons my clients continue to refer me to their family and friends. Sending a gift also helps me to build a deeper relationship with my clients, which in turn, keeps them as repeat customers.

Shawn: When it comes to business gifting, the old adage of “It is better to give than to receive” holds true. By understanding your clients and their desires, what you give can also benefit your brand from its marketing value.

Tanya: Most importantly, have fun! Giving gifts should be a delightful experience.

Thanks so much. I know our readers will benefit from your insights and experience. Here’s to a prosperous year ahead, for all of you. If you’re interested in gifting your clients we have a few freebies for you.

• Download our free 2021 Holiday Gift Guide for small business owners
• Download the 17hats guide for streamlining your client gifting
• Watch the 17hats tutorial on how to streamline your client gifting