PPB August 2021

• Eight in every 10 people have said that uniquely picked gifts will create a positive impact on behalf of the gifter. Gift-giving, in general, is psychological. Sales prospecting gifts are no different. It’s all about the concept of reciprocity. When you give a gift of value to someone, they feel psychologically indebted to you and have a need to replace the favor. That’s the power of corporate gift-giving. So what kind of gift items are we talking about? It all depends on your buyer, but there are some strategic ways to make your gifts feel more personal. Three Steps To Personalizing Your Sales Prospecting Gifts 1 Choose a customized gift box. One of the most overlooked aspects of corporate gifting is the actual packaging. Sure, it seems boring. But packaging is actually just as important, if not more, than the gift itself. Why’s that? Well for one, well-designed packaging makes the gift feel like a gift. There’s just something about opening up a present that comes in a colorful package. Why do you think we, as consumers, spend so much money on wrapping paper during the holiday season? Well-designed packaging also sticks out in people’s minds. According to Ipsos, 72 percent of American consumers say their purchasing decision is influenced by packaging design, not to mention another study by DotcomDistribution that proves that 50 percent of shoppers would recommend your product if it came in gift-like or branded packaging. Presentation is important, and a crucial part of sales prospecting gifts. But don’t forget about the personalization aspect. That’s why we recommend customizing your box design to your specific prospects and gift-giving goals. Your design shouldn’t be company-focused, but relationship-focused. You’ll want to use the packaging as an opportunity to introduce prospects to your brand but, at the same time, it shouldn’t be all about you. Make your packaging and design more about what your brand can do for them. And, when you can, include some personalization features like adding a prospect’s name, or incorporating traits of the geographic location they’re in. 2 Personalize your gift items towards your prospects. Now that we have the packaging squared away, it’s time to think about the actual products. This part can get a bit tricky. Remember, the key is personalization. But how do you give personal gifts if you don’t truly know this prospect yet? After all, sales prospecting is the very beginning of the sales journey and happens before a relationship has been established. We have a few ideas that can help. Consider Your Buyer Personas First, when in doubt, think about your buyer personas. That’s why you have them after all. Your company’s buyer personas should clearly outline who your ideal customer is, what their character is like, and what types of things they are interested in or spend their time doing. For example, maybe your ideal customer is an IT professional. You know that, typically, this prospect is in the 30-40 age range obviously thrives on technology, and is always interested in the latest and newest tech-related items. So, maybe your sales prospecting gift is a high- quality wireless charger or a personalized laptop backpack. Whoever your persona is, you’ll want to think hard about their interests and their industry. You probably wouldn’t send a tech gift if your persona scales on the older side. On the same token, if you’re targeting Generation Z, you would probably stay away from gifts for homeowners. Use Social Media For Inspiration If you’re looking to get a bit more granular with your Your design shouldn’t be company-focused, but relationship- focused. You’ll want to use the packaging as an opportunity to introduce prospects to your brand but, at the same time, it shouldn’t be all about you. | AUGUST 2021 | 19 INNOVATE