Decision Making – Page 17 – mardihumphreys.com

A Matter of Trust

**Photo by Christina Morillo from Pexels**

This is the last article of the series Know, Like, Trust. If you missed the first two, you can find them here and here. I saved trust for last because it’s pretty hard to achieve without the other two. Let’s say a Potential Client (PC) knows and likes us. Now, how can we earn their trust?

Respect

Becoming known and liked can happen relatively quickly, but trust doesn’t. It takes time to demonstrate integrity, dependability, and consistency. PCs trust our companies after they trust us as people. We need to accurately represent what our companies stand for and broadcast those core values through multiple communication channels. We should be prepared to answer frequently asked questions like:

Can your company really do what you say it can? We’re able to answer this with a testimonial page on our companies’ websites.
Do you really want to help my business succeed? We prove this by sharing our PCs’ “We’re Hiring!” posts on our companies’ social media platforms.
Are we like-minded in our values? We affirm this with a how-we-help statement in every employees’ elevator speech.

We know we’re earning our PCs’ trust when they begin liking, commenting on, and/or sharing our social media content. Sharing is especially exciting. It indicates our PCs are engaging with, endorsing, and embracing our companies’ value-driven content.

Realign

The biggest mistake we make in communication is assuming it has happened. Paraphrasing what our PCs said, reflecting it back, and repeating the process until we verify we heard correctly, demonstrates we not only want to understand the problems, but we are also actively listening. Initially, this exercise is time consuming, but realigning our communication style to our PCs’ streamlines the process for future conversations. Being in accord with our PCs is crucial when it’s time to address sensitive issues. For example, how we will handle our PCs’ customers’ Personally Identifiable Information (PII).

Resource

After all this work, we may discover we aren’t the best solution for a PC. Our role then becomes connecting them to someone who is, because we are in relationship with our PCs for the life of their businesses. We demonstrate both trust and courage when we offer, “What you need isn’t what we’re best at, but I know someone who is.” It’s important to have an established network of colleagues we know, like, and trust to partner with so when this happens, we’re ready to refer them. It not only solves our PCs’ current problem, but also sets us up as the future go-to, trouble-shooting resource. When our PCs’ next crises strikes, we will be the first people they reach out to for help. Referrals build trust between all businesses involved in reaching solutions. People love to connect people they trust to one another. When we pay it forward, our colleagues feel obliged to repay in kind by connecting us with one of their PCs whose problem we can better solve. The loyalty these relationships inspire can help everyone’s companies grow exponentially. When our PCs trust us, they want to keep collaborating with us. Who doesn’t want to work with someone who solves their problems?

What do you do to prove your trustworthiness to PCs? Please share in the comments.

What’s Not to Like?

Welcome to part two of the three part series: Know, Like, Trust. Last week we discussed how we want to be known. This week we’re talking about the importance of being liked. It reminds me of Sally Field accepting her Oscar for Places in the Heart. How can we attractively communicate both our values and our value propositions?

Make an Effort

Potential clients (PCs) work with individual problem solvers, not faceless companies. For example, let’s say you chose a primary care physician based on their affiliation with a hospital you like. During your appointment you have a bad experience with either the physician, nurse, tech, or front desk staff. You don’t go back because there are plenty of other physicians associated with the hospital you like. It’s a similar experience for our PCs. They want to know the people who represent our companies. They can only discern so much from success story pages on our websites, automated emails dripped into their inboxes, and video sales pitches. We have to make and maintain authentic, reciprocal relationships if we want glowing recommendations, positive reviews, quality referrals, and repeat business. These are the ingredients that protect our bottom lines. It takes a ton of energy to put the work into every interaction, every day. But, if we give PCs reasons to like us, (e.g., positive comments on their LinkedIn posts, an emailed link to an event you think they’ll enjoy, etc.) they will.

Be Approachable

Even if we don’t say the following sentences aloud, PCs can easily detect negative attitudes like:

Authoritative – “I’m smarter than you.”
Aloof – “I’m too cool for you.”
Abrupt – “I don’t have time for you.”

PCs open their lives to us. They’re considering using us as a resource to meet their needs at a time when they feel vulnerable. In conversations with us they’re wondering:

Is she listening to me?
Does she care how much pain I’m in?
Do her questions help me order my thoughts?
Are her illustrations relevant?
Is she just trying to make a sale?
After I purchase this, will she follow up to see if the solution worked?
If something goes wrong, can I count on her to fix it?
Does she have the best interest of my business at heart?

A good consultant is authentic, curious, and honest. To have a friend, you first have to be one.

Care

Best practice is offering our PCs space to unload the emotional baggage their problems have packed. To be liked, we have to care about their pain. Active listening is a great tool to demonstrate how much we care. Active listening requires more than our ears. It takes our:

Brains: How would we feel if we had this problem?
Eyes: What non-verbals do we observe (e.g., furrowed brow, crossed arms)?
Hands: We take notes both to prevent ourselves from interrupting and so we don’t forget the response forming in our heads.

PCs need partners they can count on, who are strong in the areas of their businesses where they are weak, and to come alongside them with the tools to grow their businesses. We want to form a team. Because when businesses support one another, everyone on the team wins.

When we make the effort to be approachable and to care, people like us. This is how businesses are sustained. This is how communities are built. What do you do to get PCs to like you? Please share your tips in the comments.

Knowing Me, Knowing You

Even though Presidents’ Day honors all U.S. presidents, we usually focus on celebrating George Washington and Abraham Lincoln; holding them up as examples of honesty and integrity. They aren’t remembered as salesmen, but wouldn’t you have to be an excellent salesperson to lead a country through war? The hallmark of a good salesperson is being known, liked, and trusted. Discussing all three would be lengthy, so let’s take the next three weeks to break them down. First up, how do we want to be known?

What They Know

Before the internet was born, consumers had to rely on a salesperson to learn about a product or service. If they were lucky, they had friends who used it and could ask them about their experiences. Even here in the digital age, recommendations, word of mouth, and reviews are the most trusted facets of marketing. In terms of information availability, we’re on a level playing field with our customers. People can quickly and easily fact check the stories marketers tell them, and they expect sincerity from everyone: big corporations, small businesses, healthcare providers, higher education, etc. Consumers don’t want to waste time listening to our sales pitch when they can go online and find out all they want to know about us with a quick search. Businesses can no longer put up a front. We can’t say we prize a certain value then behave like we don’t. Thanks to social media, there are no secrets. Customers have the power and they know it. Ignoring that fact makes us tone deaf, so our outreach should reflect our respect. People want to purchase from businesses that share their beliefs. We have to state ours in our media messaging, then live up to them every day. For example, if a company says they are earth-friendly, but 25% of their product includes petroleum-based ingredients, they will get backlash. People notice when we don’t mean what we say, and they remember when it comes time to purchase.

What We Want Them to Know

Not practicing what we preach leads not only to customers mistrusting the product, but also mistrusting the company and its employees; especially its sales force. People are smart and self-interest is obvious. They want to know the company they give their hard-earned money to is worthy of their trust, and we want to be that company. We get to know each other through conversation and connection. We need to answer the questions they aren’t necessarily asking, but we can see on their faces: Is this business ethical? Reliable? Transparent? Genuine? Honest? Does their representative seem different in person than her online presence portrays? Why does she work for this company? For example, I see people in pain and I’m driven to relieve it. The company I work for is in the IT space. Everyone has data. Eventually, managing it becomes cumbersome, especially for SMBs. My company gives me the freedom to relieve those burdens. As a result, I don’t see potential conquests. I see colleagues with challenges I can help solve.

What’s in it for me? A rising tide floats all boats. If they succeed, I do too. Am I a nice person? Yes. Do I need to make a living? Yes. Are these two goals mutually exclusive? No.

Does the public have the impression of your business you want them to have? Please share in the comments.

Spread the Love

Sure, Valentine’s Day is a Hallmark holiday, and you can choose to spend it drinking your favorite adult beverage and watching The Notebook. AGAIN. But, consider using the occasion to spread love outside of your circle. We’re programmed to give back to our communities around the holiday season, but people are in need all year round (especially 11 months into the pandemic). We can still spoil those closest to us, but what can we do to spread some love to the rest of the world?

Friends

If you’re purchasing a gift online, consider using Amazon Smile. They donate 0.5% of eligible sales to the charitable organization you choose without adding that charge to your bill. Does your town have locally owned small businesses like: a coffee roaster, chocolatier, florist, locally-themed speciality gift shop, bakery, and/or book store? You can fill gift baskets with goodies purchased from some of these shops and drop them off on your friends’ porches. If you’re pressed for time, you could send them valentine cards with gift cards from locally owned restaurants enclosed, or memberships to a local art museum, science museum, zoo, or historical park. If you have the option to do this online and save a tree in the process, bonus love!

Neighbors

Since giving your time is still complicated right now due to COVID-19 restrictions, it’s difficult to spread the love in your own hometown by serving meals to guests at a homeless shelter, helping students with homework at a public library, or playing checkers with residents at a nursing home. Instead, you can give money to a local charity that feeds people, one that provides online homework help, or one that cares for senior adults. You could order a few dozen donuts from a local donut shop and use a food delivery service to take them to your local fire station. You could donate money to a local natural disaster relief fund. You don’t have to spend money to give back. You can smile and say thank you to the mail carrier, the driver who delivers your food order, the grocery employee who puts your pick up order in your trunk, the barista who hands you your latte at the drive-thru. Unless your mask is transparent, they won’t see your mouth smile, but they will see it in your eyes.

Strangers

Remember exchanging valentines in elementary school? You brought in tiny cards, candy, pencils, etc. to give everyone in your class. Kids in the hospital can’t exchange valentines. Check with your local Children’s Hospital. Candy, pencils, and trinkets are probably prohibited, but would they accept unopened boxes of Valentine’s Day exchange cards? They may have volunteers willing to observe COVID-19 protocol and distribute them. Looking for other ways to give to strangers? Send a care package to a military service member. Donate blood. Register to become an organ donor. Drop off unopened bags of pet food at your local animal shelter. Create a fundraiser on Facebook.

How do you plan to be generous this Valentine’s Day? Please share in the comments.

Resume Refresh

Multiple companies in my networking groups are hiring and there are a plethora of position postings on my social media platforms. Sufferin’ Succotash! This seems to be a hint to update our resumes.

Then and Now

When our grandparents first entered the workforce, they looked through newspaper help-wanted ads, typed up a resume and cover letter, mailed it to the hiring company, and waited by their rotary phones to be called in for an interview. Technology has exponentially streamlined the job hunt. Networking is a major factor, but that is another post for another day.

Individualize

Best practice is to get your resume into the email of an ally who will personally forward it with a recommendation to the hiring manger. If you must use a job search website, (Indeed, Monster, etc.) be prepared to sift through scads of subcategories using keywords to drill down through their specializations and/or certifications. Edit your resume to match the job descriptions of the returned results. It takes a lot of attention, but tailoring your resume to fit each position you apply for is essential.

Short is Sweet

Your resume is an advertisement enticing recruiters to call you for interviews, so leave them wanting more. It shouldn’t be longer than two pages and one is preferable. If you need to cut something, make it the reference section; save those for the interview. Only list your job history for the past 10 years unless the experience you gained is crucial to the job for which you’re applying. If the applicant tracking system (ATS) doesn’t force you to list beginning and ending dates of past employment, omit them. As for hard copies, if you aren’t Elle Woods, stick to black font on white paper. Proofread your resume multiple times before hitting send. Have a friend proofread it. Read it out loud. Print it off and read it. Let it sit for an hour, then go back and read it again.

By the Numbers

Hiring managers want to see you’ve either made your employers money or saved it, so quantify your accomplishments when possible. For example, “My outreach efforts increased my company’s revenue by 3% last year,” or “I initiated the move to an online fax service saving my company about $2000 by not purchasing paper and ink.”

Hello SEO

Even if you have an ally in the company campaigning for your hire, you’ll likely still have to apply for the position on the company’s website. The ATS scans your resume looking for keywords from the job description. Match your skills to the role using the words they use. For example, if the job description says, “Fluent in Spanish,” make sure those exact words are on your resume.

Entry-Level Irony

Many jobs require experience, even for entry level positions. Experience you gained as a volunteer counts. Were you the president of your fraternity? Did you manage a household budget for five people? Have you moved your local animal shelter’s donor information records from spreadsheets to a CRM? You can also showcase your soft skills. List examples of problem-solving, communication, and/or teamwork.

LinkedIn Better

Yes, I just used LinkedIn as a verb. LinkedIn is an interactive resume and interview combined and on steroids. It’s one of the main resources recruiters use to vet candidates, so be sure to put your LinkedIn URL on your resume. Audit your LinkedIn profile. Invest in a good headshot. Follow companies you want to work for and look at the marketing or sales employees’ profiles. Model yours after theirs (e.g., add appropriate keywords from their headlines to yours) so their recruiters can find you. Start a conversation: congratulate them for an award they won, thank them for posting an insightful article, or mention a non-profit you both support.

Have you updated your resume lately? Please share your suggestions in the comments.

Entitled?

We may be at the tipping point for unusual job titles. Wizard of Lightbulb Moments, Problem Wrangler, and Creator of Happiness are a few I’ve seen lately. Full disclosure: my title is Change Agent. Working for a small business, I’m a Jack of All Trades, but that’s too long for a business card (my suggestion of Cat Herder was also rejected). Job titles are tricky. For example, when I was an Administrative Assistant, sometimes I was called Secretary. Oddly, no one ever asked me what cabinet post I held in the United States government. There are three categories of people to consider when choosing a job title: our organization, outsiders, and ourselves.

Organization

Titles can indicate the level of respect the organization assigns the job. For instance, employees at Disney Parks and Disney Stores are Cast Members. But, titles shouldn’t be inflated. For example, is a Janitor really a Sanitation Engineer? The company respects the employee, but finds the actual work of little value. When the work is respected, the title matters less.

Inflated job titles may boost an employee’s ego, but cost an organization credibility with clients. (Can you really make Senior Vice President at 23 years old?) Some companies use job titles to mark career paths (e.g., Associate to Manager to Director to VP), but internal level designations accompanied by clear goals and reporting structure (e.g., Level 1 is entry-level reporting to a department manager) may be better. Eliminating titles can force a company to get very specific about job descriptions and their commensurate compensation.

Some coworkers look at titles when choosing team members for collaboration. This can backfire if they choose to work with someone because she has Manager in her title instead of choosing someone with a lesser title, but who has a reputation for getting things done.

Outsiders

Generic titles (e.g., Sales Manager) don’t accurately reflect the holder’s combination of skills which should be changing at the pace of the technology they use. But, assigning titles to reflect an organization’s culture (e.g., Database Ninja) runs the risk of setting up communication barriers with potential clients. Scrum Master is a real job, but people outside the IT industry may not know what a Scrum Master does and feel too embarrassed to ask.

Our job titles influence future opportunities. They not only state what we do for the organization in a few words, they also reflect our position in the organization. For example, Media Associate is a more junior role than Media Manager. Stakeholders may feel more important working with a manager than with an associate.

Hiring managers also look for these distinctions. Progressive job titles (Associate, Manager, Director) in the same industry signal growth (learning and leadership). Titles may not matter at our current jobs, but if we look for another it will. We should consider including SEO keywords in our job titles so talent recruiters can find us.

Ourselves

Job titles provide social status. They can make us feel good about ourselves even when a fancy title (e.g. Senior Account Manager) is not attached to big money.

A title should both reflect what we do and how much responsibility we have. For example, a VP of Marketing will have more responsibility and experience than a Marketing Assistant but, inflating our job titles is dangerous. If we get hired to do something we say we can do, but really can’t, it not only damages our reputations, but also wastes both the hiring organization’s energy and our own.

How do you craft a job title that accurately and immediately represents what you do? Please share in the comments.

Keep Your Eye on the Money

We’re celebrating our daughter’s 24th birthday. The occasion makes me ponder both her life’s journey so far and how adulting is going. Things sure have changed since I got my first significant job, and it made me wonder: You have your first full-time job and regular paychecks are rolling in. What’s the best use of that money?

Budget

Pick a plan and stick to it. Pay attention to money both coming in and going out. Make more than you spend and plan your savings. Most banks allow you to have multiple accounts and your employer likely can direct deposit your paycheck into these accounts for you. In addition to your debit account, set up an account as an emergency fund. Unexpected expenses like job loss can bankrupt you if you live paycheck to paycheck. Setting aside three to six months worth of living expenses is a good rule of thumb. Also, direct a percentage of your income into a long-term savings account for future big-ticket expenditures (e.g., car, house, MBA). Revisit your budget at least once a year. Are you saving enough for emergencies, a long vacation, professional development? Remember to set a little money aside to reward yourself for reaching your savings goals.

Loans

Do you have student loans? Typically, you have six months after graduating from college before you’re required to start payments, but interest accumulates during that grace period. Starting repayment right away saves six months worth of interest charges. Are the loans federal or private? For federal, can you consolidate them? For private, can you refinance them at a lower interest rate?

Credit

Build your credit history by paying your bills on time and don’t miss or skip monthly payments. Try not to carry a balance on your credit cards, but if you do, pay more than the minimum listed on the statement. Set up alerts for your bank to notify you if weird amounts (e.g., less than a dollar) are charged to your account, or if the charge originates far from your location (btw, alert your bank when you travel more than 200 miles from home). Check your credit score annually.

Insurance

You’re young and healthy, but what if your body gets busted up in a car accident? Here are some things to think about.

Retirement

Yes. It’s a long way off, but if you begin saving now, you don’t have to put aside very much and it has years to grow. Take advantage of your company’s 401(k) plan especially if they offer matching contributions (e.g., if you invest 3% of your annual salary in the company’s 401(k), they contribute another 3% to your account). Also, open an IRA. If you can arrange direct deposits for these measures, you won’t even miss the money you’re saving.

Give

Whether you support your local PBS station with a financial contribution, donate your gently used clothes to Goodwill, or volunteer your time at the Humane Society, set aside time or money (or both) to give back to your community. You now have the power and responsibility to make a difference. When you help others, you get more than you give.

How did you adjust to the money you made from your first full-time job? Please share in the comments section.

How Do You Spell Relief? E-m-p-a-t-h-y

The longer COVID drags on, the more fragile we feel. If everyone feels this way, it’s affecting the companies we serve. We need clients to buy our products and services, but desperation has a way of creeping into our subconscious and leaking out in our presentations. It’s neither attractive nor productive. We have to be willing to brainstorm our clients’ current problems and help them weigh the value of possible solutions – even if we are not the relief for their immediate pain point. Should we pay more attention to the role empathy can play in business? If so, how do we communicate it?

Care

It’s nice to do business with nice people. Given current events, even nice business people are stressed and stress can shorten anyone’s fuse. We have no idea what is going on with our clients outside of our relationships with them, and they may not be comfortable sharing. We should not take any atypical negative attitude personally. We should assume in showing up, our clients are coping as best they can. This is an opportunity for us to provide them with a respite. Remind them blue-sky thinking with us is a valuable idea-generation tool. Validate their efforts by telling them they’re doing a good job.

Pay Attention

When we meet with a client, we need to read the room (or the Zoom). Is she fidgety, grumpy, quiet? Does she look tired, worried, distracted? What about her body language? Is she slouching? Avoiding eye contact? The words she uses are also a clue. We should listen for emotionally charged words and the tone of voice she uses to say them. To find the emotions underneath the exterior, we can start the conversation with the obvious, “How are you doing? How is the family? How is business going?” We are looking for a point of connection. This is trickier than it sounds. For example, empathy is not the client laying out a scenario and me replying, “I know exactly how you feel because that happened to me too once.” While I may have experienced the same situation, my interpretation of it inevitably differs from my client’s. I discredit myself and discount my client if I say I know exactly how she feels. My goal is to understand her experience and feel her unique position with her in the moment. It’s more genuine to say, “Tell me more,” than “ I know how you feel because I…” We’re working to create a safe and judgement-free zone.

Listen

It’s extremely counterintuitive, but don’t problem solve at this point. It’s way too early in the process. Our clients want to feel heard and understood. They’re in pain and need relief. We have to demonstrate our desire to uncover why the pain exists in the first place. How would we feel if we were the ones experiencing this pain?

Not every meeting has to end with submitting a proposal. People can tell when we’re in relationship with them just to see how much we can gain from it. With a mindset of our success is tied to the success of our clients, we develop a sustainable business model based on mutual respect and trust and can build relationships that last for years.

How do you empathize with your clients without veering into problem solving? Please share your story in the comments section.

Another Christmas Story

Once upon a time, December was the busiest month of the year.

Holiday parties – my husband’s work, my work, our daughter’s school
Gifts – making a list (and checking it twice), buying, wrapping, personally delivering or shipping
Christmas cards – buying, writing the end-of-year-family newsletter, addressing, buying postage, mailing
Cooking – planning the menus, making a grocery list (also checking it twice) purchasing the ingredients, cooking, serving
Decorating – pulling decorations out of storage, repairing the damaged, purchasing new
Miscellaneous traditions – driving around to see Christmas lights, baking and delivering cookies for first responders, attending Christmas Eve service

My fingers are tired from typing this. At the time it was fun. We love putting on ugly Christmas sweaters, gathering with friends and family and coworkers and celebrating the season, right? Or do we just love the idea of it? We downplay the stress of its reality. Our brains exhausted from holiday office party small talk. Our savings account spent on gifts for neighbors we barely know. Our cupboards bare from constantly replenishing the buffet at our extended family’s feast. Our vision of the perfect holiday is rarely realized since we can’t control the players, and this holiday season, there isn’t much of anything we can control.

During our first holiday season in Georgia, my husband was a worship leader, our daughter was in elementary school, and I was a teacher’s aide. By the morning of Christmas Eve, all three of us were exhausted from, well, see the list above. Working multiple Christmas Eve services, my husband was unavailable from early morning until late evening. Our daughter and I attended the first service. We grabbed tins of cookies the congregation baked for first responders on our way out. In the car, we ordered pizza before leaving the parking lot. By the time we dropped off the cookies at the firehouse located between the church and the restaurant, our pizza was waiting for us at the drive-thru. We got home and put on our jammies (it was only about 1:00PM, btw). I found White Christmas on TV. We ate pizza. We sang “Happy Birthday” to Jesus, blew out the candles on His cake, and ate slices for Him. We napped. When my husband got home, we repeated the process. We watched Christmas movies, stuffed our faces, and napped for the next 24 hours. Christmas Day ended with a drive through a local coffee shop for lattes and hot chocolate and meandering through neighboring subdivisions to look at their Christmas lights on the way back home. We did not answer the phone or check social media the entire time. It was the most relaxed the three of us had been since Thanksgiving. When the next year rolled around our daughter asked if we could do it again. I dubbed it “cocooning” and it became a tradition for the rest of our Georgia residency.

Several of our holiday activities aged out. I no longer send a year-end family newsletter. I refer everyone to social media. Email makes sending season’s greetings both quick and inexpensive. Because of COVID-19, more traditions are canceled this year and if I’m honest, I’m sorry, not sorry. We have plenty of options to cocoon. We can:

have food delivered either from our grocery to make our favorite treats, or from a local restaurant. If we order through a food delivery service, we keep a local driver employed
stream most any Christmas movie ever made
have decorations and jammies delivered from a local department store
stream holiday music playlists from our chosen service
send a cookie gift basket to our nearest firehouse through a local bakery
watch our church’s Christmas Eve service on their website
make our own lattes and hot chocolate and tour neighborhood Christmas light displays from our couch thanks to YouTube (For my Dayton, Ohio friends, you can see the old Rike’s holiday windows virtually)

This global crisis has given us a holiday gift: a reason to celebrate small. Do you usually:

travel 312 miles to stay with the in-laws? Can’t this year; COVID
spend hundreds of dollars on gifts? Can’t this year; COVID
attend your partner’s office holiday party? Can’t this year; COVID.

The pandemic has taken people we love, employment we need, and freedoms we cherish away from us. But, it has given us a reason to stop, be grateful for what we still have, and act on it. Let’s celebrate through our words and (maybe virtual) presence the people we’ve leaned on, both personally and professionally, to get through 2020. Isn’t that the essence of the holidays? Making sure people know how much we appreciate them?

How are you adjusting your holiday celebrations this year? Please share in the comments.

It’s Complicated

B2B holiday gift giving was tricky without the constraints of COVID-19. Now, it’s practically a minefield. Does your company have the budget to give corporate gifts nine months into a pandemic? If teams are mostly working from home, will your gift end up at an empty office? Will your clients accept a gift when they can’t possibly know how many unaware-coronavirus-carriers have touched it? When choosing gifts for clients this year, here are five things to consider.

Surprise And Please

Don’t buy people stuff they don’t want just to buy them something.They’re your clients, part of your job is finding out what they like. What have they joked about in meetings? What does their website say about them? Has your sales staff left clues in your CRM? What is on their LinkedIn profiles interests lists? Strive to give gifts that both surprise and please. For example, you could send a gift-wrapped case of quality toilet paper. They won’t be expecting it (surprise) and it gives you the opportunity to make them laugh (please). Hopefully 2020 will be the only holiday season where toilet paper is considered a gift.

Set Reasonable Expectations

Even if your business is growing during COVID-19, it’s counterproductive to flaunt that happy circumstance with an expensive corporate gift. If you give your clients an over-the-top gift this year, what will they expect next year? You are not trying to buy their loyalty. An extravagant gift leaves the impression you’re blissfully ignorant of the current economic climate. The easiest thing for you to do is to give all your clients the same gifts, but they don’t all pay you the same amount, right? (Helpful hint: if they paid you $1000 this year, a $90 gift is appropriate.) Your goal is twofold. One: demonstrate appreciation. Two: emphasize your relationships with these clients are important to you. The same goes for not spending enough money on client gifts. A coffee mug with your logo on it may daily remind them of you, but not in a good way. This is the year to scrutinize your list and decide which clients will receive a gift and which clients will receive a season’s greetings thank-you note.

Think Small

We’re all in this pandemic together. Buying gifts from local small businesses is a win-win-win. You acknowledge the importance of small businesses to the community in which you and your clients work. You remind your clients what a great community you both live and work in. You and your clients help sustain another business in your community. Most retail small businesses offer gift cards, home-town themed gifts, and some even offer contactless delivery.

Donate To Their Favorite Charity

Give in accordance with both your company’s and your clients’ company values. Your clients are people. They will remember who supported the community during these hard times. This gesture declares you appreciate the relationship your businesses have so much that you want to support the charitable organizations they care about; especially during the pandemic.

Wait For It

Your clients may be receiving lots of holiday gifts right now and yours could get lost in the pile. Think about waiting until January and giving a New Year’s present. This would set you apart, and, thanks to the pandemic, you have a great angle: “Good Riddance 2020!” or “Wishing You a New Year of Both Hope and Growth!”

What is your company gifting your clients this holiday season? Please share your ideas in the comments.