The second article in this series is focuses on helping select the right type of gift.
  Tip Number Two: Make it appropriate   When giving a gift from your company, it is important to think about its appropriateness.
 If you give your Dad a tie for Father's Day, or your Mom perfume and flowers on Mother's Day, it will always be okay with them.
 With clients and prospects, however, you'll want to consider a few additional things.
  A good starting point is to ask yourself the question, "What is my primary goal in giving/sending this gift?" Beyond the obvious answer of 'getting more business', here are some ways to break it down further:   Brand awareness These gifts are used to reinforce your marketing message and brand.
 Typically they include promotional items such as pens, cups, calendars, etc.
    Differentiation These types of gifts are used to separate you from other competitors in the client's mind.
 I once found a company that sent out a coconut to a potential client via the U.
S.
Mail.
 A little wacky, but it was different.
  Commitment to buy These gifts are used when seeking to gain commitment for a sale.
 In general, they should be used with caution as it can backfire on you.
 One of my favorite sales trainers, John Costigan, tells a story about spending a lot of money to take a potential client to the Masters Golf Tournament, only to lose the deal in the end.
 Not because the client did not enjoy the trip, but because he did not feel obligated to buy based on the gift.
    Referrals These gifts are tokens of thanks to someone for sending you business.
 Referral gifts are regulated in certain industries (mortgages, real estate, etc.
), so consult a legal professional and follow the guidelines.
    Relationship building These gifts are used with both clients and prospects and are designed to develop or reinforce a relationship built over the long term.
 You are not expecting an immediate one to one return, but rather it is a part of your overall client development process.
  Thank you for the business These gifts are a reminder to someone that has done business with you that you appreciate their business.
 Gifts sent during the end of year holidays fall into this category.
 (Insider tip: Separate yourself from the crowd by choosing other times to send client gifts.
)   Dos and Don'ts:

1. Knowyour legal limits.
    If your industryis regulated, stay below the recommended guidelines and don't push thelimits.
   
2. Don'tget too personal.
    Avoid giving apersonal gift that 'you like' if you don't know the recipient well,especially if you'll see them again.
    
3. Don'tmake it too extravagant.
    Givingsomeone a $500 gift after purchasing a car or a mortgage could send amessage that they really paid $500 too much!
4. Becareful what you send.
    Don't sendwine to an alcoholic, peanuts to someone with an allergy, etc.
   

The next article in this series focuses on getting the most from your corporate gift program by giving without expectations.