Personal contacts are the be-all and end-all of sales success, especially in capital goods marketing. As you know, “Small gifts keep friendships alive.”
You need to be careful when dealing with European and, above all, American companies. A well-intentioned gesture can quickly fall under the umbrella of “compliance”—and you certainly don’t want to create more work for your contacts than the gift is worth.
The situation is different for small and medium-sized businesses, where you often meet with management in person. Here, too, you should steer clear of any attempt at bribery—that goes without saying. But if you know of a particular preference, feel free to bring a small token of appreciation.
The situation abroad is particularly “different.” In some countries, not bringing a gift is considered a serious faux pas. Think carefully about this, keeping the following criteria in mind:
- Which country has which preferences? Talk to people who know what they’re talking about—you’ll find them for every country, even here in Ulm and the surrounding area.
- Who are you visiting? Consider the rank of the people you’ll be meeting with, as well as that of anyone who is likely to accompany them. Establish a hierarchy.
- Who are the people who open doors? The administrative staff, the mechanics—bring a little something for everyone you want to put in a good mood, even if it’s just a small token.
- At what stage is the business relationship? Of course, there’s a welcome gift at the beginning. The closing of the deal may then call for a particularly valuable keepsake.
- What are your travel plans, and what can you actually handle? Be sure to take into account weight restrictions on checked baggage and local climate conditions.
- What is considered valuable in your destination country? Find out in advance—sometimes these are things we take for granted or even find quite repulsive.
- Is there anything you can do to make the gift even more special? For example, beautiful wrapping really makes your gift stand out, especially if it’s a small token.
- What did I bring back last time? Never the same thing twice! It makes sense to choose a “gift theme” for each trip—that’s easier to manage than buying a different gift for each customer.
- Is the gift personalized? Promotional items—especially those featuring your company logo—are definitely not appropriate and are useful, at best, only as a small bonus.
- Will I be happy to present the gift? Think carefully about what you want to bring, because you’re the one who might end up embarrassing yourself in front of the client.
- Does the gift reflect my standards of quality and my heritage? As Germans, we are highly regarded around the world, so the gift should also be of high quality and, if possible, made in Germany. Be sure to check that there isn’t a label somewhere that says “Made in China.”
- Could the gift be interpreted negatively in any way? Try to think outside the box. When dealing with the customer: Explain your thoughts about the gift or our traditions so that misunderstandings don’t arise in the first place.
Based on my extensive experience, here are a few tips:
Preparation: Ask in advance if there’s anything you can bring that has a direct practical use. In China, for example, powdered milk is currently a huge hit. Perhaps your business partners are parents of young children and would appreciate a package that costs less than 10 EUR here but five times as much in China. This shows that you’re not just focused on business interests, but are personally interested in your partners’ well-being. (A quick note: importing it isn’t actually allowed, but so far it’s always worked out.)
The following have proven to be good gifts:
Pocket knives: THE ideal gift—but ONLY the genuine article, of course; it has to be a Victorinox. Pocket knives are small, lightweight, available in various sizes, and made with renowned Swiss quality (and Switzerland is close enough to Germany that it “counts”). There’s the top-of-the-line model for 150 EUR for the boss, but also a range of much more affordable models for engineers or salespeople. The only downside: they’re not allowed in carry-on luggage—they have to go in your suitcase.
Nail care sets: Similar advantages to those of a pocket knife—small, lightweight, and also available in a deluxe version in an elegant case. They must also be from a well-known brand, such as Zwilling.
Fountain pens: always without your own company logo! Choose German design over internationally available “show-off” products whose prices are easy to figure out—the more affordable Montblanc models aren’t prestigious enough, and you don’t want to pay for the more expensive ones. Lamy offers good products at reasonable prices.
Pencils: A box of Faber-Castell pencils or colored pencils is always a hit. They’re also easy to carry and come in various sizes.
Illustrated books: very nice—they’re always a good choice. Unfortunately, the beautiful ones are very heavy and large, so they’re hard to transport, especially if you’re making multiple visits. Make sure the images are meaningful, since not all customers can read German or English.
Pewter: from plates to pitchers, in all levels of decoration. Look for quality and regionally typical motifs that you should be able to explain.
Ceramic beer mug with a pewter lid: my latest gift for a manager at a client I’ve known for a long time—it was very well received; I didn’t even have to worry about wrapping it because I handed it over ready to use. However, something this fragile has to be carried in your carry-on luggage. Make sure to prioritize quality here as well: There are handmade beer mugs with beautiful traditional designs that are far more valuable than the tacky tourist trinkets that are still out there. Be sure to clearly explain why the gift is valuable.
Wine: Think it through beforehand and DO NOT bring it to an Islamic country. Elsewhere, good local wine (or from a neighboring region—it’s not taken that strictly) is highly appreciated, especially if it has won a medal. Downside: Because of its weight, you can usually only bring wine for your most important clients. The problem of transporting it without breakage can be solved with proper packaging—so far, I’ve managed to get all my wine bottles through in one piece.
Kitchen utensils: from pepper mills to pots (the latter only after consultation and for friends), high-quality cooking equipment is in high demand. The brand has to be right, which can vary by country. But since we have good access to WMF, Silit, Zwilling, etc., here in the region (and there’s even an outlet in Geislingen), finding a good brand isn’t a problem.
Small leather goods: wallets, purses, and similar items must also originate in Germany.
Local products with well-known brand names: a Gardena hand trowel or a pair of garden shears from Ulm would be well received. When presenting the gift, this provides an opportunity to highlight the strengths of our region.
Mercedes or BMW merchandise: On your next visit to the Mercedes or BMW Museum, pick up a bunch of original keychains and a few model cars to keep on hand. These are always a hit, and they come in a variety of sizes and price ranges.
Models of your product: Depending on your industry, you may have models of your product, or you might have one custom-made for special clients. This can generate a real wave of enthusiasm. Feel free to go all out—a large, impressive model of the product you’ve just closed a deal on is the perfect gift for this memorable occasion.
Fan Merchandise: You’ve probably already noticed that Bayern Munich is known worldwide and that, in the eyes of many, as a resident of southern Germany, you simply “have to” be a Bayern fan. A fan scarf can look great hanging on the wall in your client’s office.
Something You Made Yourself: If you play in a band, sing, or do anything else that can be recorded, a CD makes for a very personal gift that can nicely complement a more impersonal one. Plus, your hobby provides great conversation starters.
Chocolate: in the form of a box of chocolates—and, for the client’s regular employees, plain chocolate bars—if the weather permits, bring plenty of chocolate with you. Aside from the fact that a bar might save you if you’ve had a heavy or indigestible lunch, it’s highly sought after because it’s often extremely expensive for people with average incomes. Even if it’s cold inside the plane, keep in mind that your luggage might be sitting out in the sun on the tarmac. If necessary, pack a cooler bag with rechargeable ice packs in your suitcase. In the summer, skip it altogether.
Packaging:
Make sure the packaging is attractive—for example, a nice box. Finding one isn’t as easy as it sounds; goods from Germany are often delivered in very unattractive packaging. An old cardboard box can ruin even the most beautiful gift. You may need to get creative yourself and use colorful wooden boxes or pretty wrapping paper to spruce it up.
Wrap individual chocolate bars in gift wrap yourself! This shows your appreciation, even for entry-level employees. Ask if there are certain colors in the destination country that are particularly appropriate. In China, for example, bright red gift wrap is very popular.
