The gift-giving season means it’s time to find gifts that show your top clients how much you appreciate them and their business.

Well-chosen gifts can help to strengthen existing client relationships and foster new ones, says Richard Heft, executive director of Toronto-based Ext. Marketing Inc. “It’s a great idea to give your clients a gift as long as it isn’t extravagant or inappropriate,” he says. “A gift also becomes a point of contact when the recipient calls or emails to thank you.”

If you are still selecting and buying client gifts “on the fly,” you should consider developing a gift-giving strategy. Here are some pointers to keep in mind:

> Set a budget
Your gift budget should be part of your marketing budget, Heft says. The amount you spend should be driven by the importance of gift giving in your business-development efforts.

“How you allocate your budget will depend on your priorities for the coming year. Start with your higher-value clients, unless it’s early in your business-development cycle, when top prospects are still key. In that case, identify the people you most want to develop into bigger-asset clients and send them gifts, too.”

> Make it personal
If you know what your clients or prospects prefer, you can personalize their gifts. For tea or coffee lovers, for example, get a basket of treats from a specialty boutique. Cheese and chocolate baskets can also be personalized.

Tickets to concerts or sporting events can also be welcome, but check first to ensure the date works. And for people who already have everything, consider making a donation to their favourite charity. Such gifts, Heft says, are in keeping with the spirit of the season and are always welcome.

> No logo
During the holidays, avoid giving gifts bearing company logos; these gifts may come across as insincere.

“[A gift] is supposed to be a gesture of goodwill and thanks,” says Rosemary Smyth, a Victoria-based business coach for financial advisors. “So don’t be too overt about business.”

> Don’t offend
Avoid anything that could be misunderstood or considered offensive, Heft says. “That means anything that’s ‘funny,’ suggestive or overly religious. If it’s at all questionable, it could tarnish the brand you’re trying to build.”

> Send cards
Small gestures, such as personally signed cards go a long way. They also enable you to extend your reach significantly.

“Holiday or seasonal cards are [the minimum],” Heft says. “They’re inexpensive to print and mail and you should send one to everyone you know. If time allows, a handwritten note is much better than a generic one, especially for high-value clients and prospects.”

Take the opportunity to mention any contributions your business is making to the community during the holiday season, Smyth adds.

> Keep track
Use a client relationship management system or other software to track what you send each client. The last thing you want to do is give a top client or prospect the same gift twice.

This is the final part in a four-part series on holiday events.