Week 1
Creating Your List


Week one is all about pulling together your list of people who need gifts. That might seem simple, but while some businesses opt to give the same gift to everyone, that’s not always the best option.


Think about it. Should the client who pumps $10,000 a year into your business receive the same gift as the client who accounts for $100,000 per year of revenue? The answer is probably, “No.”


Here is what you should do.


Step 1
Compile Your List of Names


Not every client or customer needs a gift. Likewise, not everyone who receives a gift necessarily needs to be a customer or client. The real question you should be asking is, “Who is instrumental to my growth and success?” This usually comes down to the 3 Rs: Revenue, Referrals, and Retention.


In other words, who is bringing you value through their wallet, their network, or their loyalty?”


If someone plays a part in your success, let them know they are appreciated and their contributions have been recognized.


Step 2
Quantify the Quality of Their Contribution.


This might sound cold and callous, but it’s not. It’s good business. At the end of the day, the gift should match the value of the person receiving the gift. Like we mentioned above, being responsible for $10,000 worth of revenue, whether direct or indirect, is a much different conversation to have than being responsible for $100,000 worth of revenue.


The best way we’ve found to do this is to assign a point value to different activities of value.


For example, you might attach 1 point for every 10 referrals that led to new business or assign a different point value to increasing job titles (1 point for an employee, 2 points for middle management, and 3 point for C-level).


An important note here is that the number of points assigned to each metric is far less important than the metrics you choose to assign points to. Once those value metrics are chosen and the number of points assigned, they can be applied evenly to each potential gift recipient.


One more passing thought. This same point system can be applied to employees if you give gifts to top performers in your company as a thank you for their hard work. The metrics change, but the execution is the same.