Gifts and the Scorecard

We’re moving into the gift-giving season for many of us. Whether you celebrate Christmas or not and whether it’s fair or not, this is the time of year that a lot of folks send out their corporate gifts. Here’s the thing, though: If you are sending out the generic corporate gifts to everyone on your list, then it doesn’t count for much more than an email or a phone call on your networking scorecard.

( For those who still don’t keep a networking scorecard, I hope you still understand the dilemma)

The thing is, if a gift is largely interchangeable, then it doesn’t do much to strengthen the connection between you and that other person. The gift doesn’t say “I was thinking of you in particular and I sent you this gift because I knew that it would have a special meaning to you.” Rather, a generic gift says “Happy non-denominational end-of-year holiday to you, whoever you are”. Let’s face it, you could do that just as easily with an email.

For a gift to count as more than just a light touch — for it to deepen and strengthen the relationship, it must be personal. It has to tell them that you are thinking of them and that you wouldn’t give this to anyone else but them It says you went to the trouble to pick it out based on who they are (which you know because you asked questions and paid attention to what they said).

Now, don’t get me wrong, gift-giving is a wonderful practice. I encourage it, especially when I’m the recipient. Just be aware that, while it’s the thought that counts, the substance makes it count for more.

Photo credit: Ian Barnard


About Greg Peters

Greg Peters, president and founder of The Reluctant Networker, LLC, is a business networking specialist. He works with trade associations on both the local and national level to create a culture of better connections and greater opportunity. Find out more at or


  1. Same goes for personal gifts. My stepmom buys crap on sale and puts it in her "gift closet" and then doles them out on birthdays and holidays. There's no thought put into it and she still hasn't caught on that I've lost 60 pounds b/c she still gives me the XL stuff. On the positive side, Goodwill always makes out after I get a gift from her.

  2. Hi, TeacherPatti

    If you think about it, the best gift-giving whether to business connections, friends, or family, should always be personal. The extra effort to find something which is truly focused on that unique individual is what makes it a truly great gift.

    Thanks for your comment!

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