The holiday season is in full swing. Christmas trees are being adorned, Chanukah gifts are being exchanged and, somewhere, Frank Costanza is bracing for Festivus. This is also the time that b2b sales reps send holiday cards and gifts to clients and prospects, presenting an opportunity for sales reps to put their companies in a positive light and provide some personal touchpoints.
For prospects: Create a unique, yet generic greeting card from the company to send en masse to prospects and include a gift certificate (iTunes, Amazon, Barnes & Noble). Although the card is generic, it needs a personalized greeting of some sort or it may be considered Spam. Be sure and include links to relevant content (Webinars, white papers) as well as reminders of upcoming events, seminars et al. that can help prospects do their job better.
For existing clients: Go a bit deeper and wider for existing clients. Do some homework and find out if a client is affiliated with any charitable or humanitarian organizations (or is an active alumni) and offer to make a donation in his or her name. Barring that, select the charity for the client, such as DonorsChoose.org, an online charity that provides funding for public schools’ extracurricular activities, or a charity that is close to the heart of the sales organization.
For longtime clients: Sure, things are tough all over economically and 2011 is expected to be another lean year budget-wise, but for it’s probably worth the investment for b2b sales reps to send a few customized gifts to those clients who for years have demonstrated particularly high value to the company.