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Don't wait to show your appreciation

Kelly Sharp is the owner of Heart of Iowa Market Place

A few weeks ago, I reminded small retailers that they shouldn't wait until the dog days of summer to start planning for the holiday season. That advice is just as true -- and valuable -- when it comes to giving gifts to clients, vendors, other business partners and employees.

Giving the right gifts at the right times of the year can really help you and your company stand out from the competition. And, make no mistake, today's business environment is as competitive as it's ever been.

Gift giving is a good investment in business relationships. It demonstrates that you value the relationship and want it to grow and strive.

Giving gifts in the business setting has a practical side, but it's important that it should also come from the heart and involve some thought about what would really delight the person on the receiving end.

In other words, it should be about thanking them -- not loading them down with promotional products like a coffee mug, key chain or pen with your company logo on it. Nevertheless, it's also possible to promote your business and even increase market share by showcasing your brand in the best possible way with the most appropriate gift.

Timing is also of the essence.

I've noted in the past that getting there first or even last has its advantages, but it's most advantageous to arrive at a different time than the pack. For instance, sending a gift in January to thank your client -- long after all the other holiday gifts have come and gone -- is a terrific way to stand out.

Of course, we're well past January, so other times to stand out might be Labor Day ("We love working with you"), Thanksgiving ("Thank you for being such a valued partner") or even no particular occasion at all (Just wanted to let you know how much we appreciate our partnership").

The bottom line: You shouldn’t wait until Christmas to start thinking about the right gifts to thank your clients, employees or others for their loyalty or business. Opportunities to connect with clients and business-to-business partners are more common than you may think. Be sure to make the most of them.

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