Having a relationship with client simplifies gift selection process. (Corporate Gifts & Event Planning Guide).

As a business person, you realize the value of showing a long-term client your appreciation for their loyalty, or rewarding an employee's outstanding work with something other than the standard plaque or statuette. How do you choose a suitable gift or award, something appropriate to the occasion, yet unique and personal?

Barbara Desjardins, office manager for BDO Dunwoody LLP Chartered Accountants and Consultants in Sudbury, has some tips gleaned from handling client gifts for her company.

Desjardins suggests acknowledging events that are personally significant to the recipient, and advises the giver to "definitely try to personalize as much as they can."

A gift might be sent when a client is opening a new business or expanding an existing one. A marriage or a new baby could warrant a gift, as well, she says. Sympathy gifts or flower arrangements, and "get well" gifts to clients in hospital are also appreciated, she says.

Desjardins says the decision Whether or not to send a gift should be based on the relationship with that particular client.

"Our clients are our friends," she says, "and it's the kind of thing you would do for a client who's also friend."

She points out that it is important to know the client well, both in order to personalize the gift and to avoid sending something inappropriate.

"You try to choose a gift based on their lifestyle," Desjardins says.

If a client is diabetic or suffers from food allergies, for example, a gift involving food may be a poor choice.

"You have to put some thought behind it," she cautions, and if you do not happen to be close enough to that particular client to know such information, it may be better to simply send a nice card.

In order to choose the best-suited gift, consider the client's hobbies and interests. Flowers and plants are ideal in some cases, "but they're not appropriate for all situations," says Desjardins.

The client may have allergies to flowers, for example.

As well, in North America, flowers arrangements are rarely sent as personal gifts to men. If you know a male client would not appreciate flowers, a gourmet food or fruit basket or a gift basket geared to the golfer could be alternatives. Gift certificates can also be a good idea if you know the client will use them.

Desjardins has had good luck ordering unique gift baskets from Web sites, she says, and has found an amazing variety of interesting and unusual baskets to choose from.

"The feedback's been tremendous," according to Desjardins. "People really appreciate it when you kind of go that extra distance. Most clients are thrilled; they're thrilled to death."

She says there is no way to measure the effect on customer loyalty, but she does not think it would matter.

"(Gift-giving) is just something that our partners choose to do."

Desjardins points out that BDO Dunwoody's Sudbury office receives gift baskets too, for example at the end of tax time.

"It's always nice when someone sends you a basket of goodies when you've been working 12 and 13 hour days."

Desjardins believes such gifts are so warmly received because "most people want to think they're doing business with friends as opposed to a big cold entity."

Outstanding employees, too, appreciate personalized gifts as rewards for their loyalty and achievements.

BDO's Sudbury office participates ma service award program organized by the company's national office, says Desjardins.

Employees are first recognized after 10 years of service, and every five years after that.

Each employee recognized in any BDO office receives a service award pin, says Susan Williams, BDO Dunwoody LLB's national benefits and human resources director. Local offices also have the option of offering the employee the opportunity to select a gift from a catalogue sent out by the national office.

Award recipients can choose from a variety of gifts, including jewellery, leather goods, jade, crystal and Inuit carvings, says Desjardins.

She says the ability to choose the item makes the program more personal for employees.