If you found yourself scrambling to organize this year’s holiday gifts for your clients, a client-appreciation strategy may be the solution for 2014.

“There’s no science to client appreciation,” says Sylvia Garibaldi, a Toronto-based business-building coach and founder of SG and Associates. “My whole idea is: let’s try to make it structured, make it so that there’s some thought behind it.”

Garibaldi recommends developing your strategy early in the year so you’re prepared when an occasion arises.

Here are her four steps to developing your own client-appreciation strategy:

1. Learn more about your clients
You will want your event or gift to suit your client. So, knowing what he or she values is critical.

That is one reason why beginning this process in the new year is a good idea. You will have time to gather information that can help you choose a way to show that you value that client.

Take advantage of review meetings and regular phone calls to ask questions about your clients’ families, their interests and what’s important to them. For some, it might be classical music or fine art. Others might be avid sports fans or lovers of mystery novels. This kind of information can inspire ideas for both gifts and events.

2. Store that information properly
A good client-relationship management system is important. Be diligent about inputting what you’re learning so your information is accurate.

The more frequently you update your data, Garibaldi says, the more you can deliver that “personalized human touch” to your client-appreciation endeavors.

3. Decide who will be “appreciated” — and how
Who are the clients you truly value? Which clients will play a part in your practice’s future? Which clients are more outgoing and would enjoy events, and who are the “homebodies” who would be better suited for a gift?

Those are just some factors to consider as you decide who will receive your gifts and hospitality.

The most obvious recipients will be the clients who bring in the most revenue. But you should also think about those who provide referrals or whose wealth is growing.

Garibaldi suggests organizing this information and your budgetary considerations into a chart.

4. Set up a calendar
You should know in advance at what times of the year you will acknowledge your clients. If you like to hold events, have an idea of when you will be running those.

Garibaldi suggests not limiting your gestures to holidays or birthdays. What is important to your clients and how can you acknowledge it? Which events require something of monetary value? Which occasions can you acknowledge with a card — which can be effective if it is personal.

And don’t just think about money, Garibaldi says: “A card with some words that are very powerful for the client can be just as effective.”

For example, maybe you have a client who mentioned training for a marathon. Include that event in your calendar and be sure to wish him or her good luck with a card.

This is the final instalment in a four-part series on planning for the year ahead.