78 Strengthening business relations can be done in many ways, with some people exploring quality communications or even experiences to bring people together. Some businesses even look to gift giving to help further their connection. In fact, data shows that 42 percent of corporations say they give gifts for relationship management purposes. Katy Baxter, Corporate Affairs Director at food hamper business, Baxters of Scotland, says: “Building and strengthening relationships in business doesn’t have to be difficult. It can be easy to get lost in the business identity, but at the end of the day, there’s someone on the other end helping build this relationship, too. Keeping good connection and communication between businesses can be achieved through a simple email or small gift to show your appreciation.” Corporate gifting Reasons for gifting Gift giving is a powerful tool for fostering connections and nurturing relationships. In fact, it has been used for centuries to establish stronger bonds in many different aspects of our lives. One area not untouched by this is corporate life. Whether you’re onboarding a client or simply thanking them for a year of partnership, gifting is a great way to build those external relationships. In fact, over half (52 percent) of businesses claim to do work with another company after receiving a corporate gift. This isn’t about forcing their hand but instead catching their attention and proving your passion and understanding for their business through tailored gifts. Baxter says: “It’s important to remember the reasons behind your gifting. It isn’t to force business but to encourage and strengthen your relationships. Corporate relationships can be beneficial for more than just work contracts; they can also be a great way of improving networking and partnerships with like-minded businesses.” What to gift Baxter continues: “Finding the right gift means truly understanding who you’re working, or want to work, with. Personalisation can go a long way when strengthening relationships and representing your company. One thing that can go down well for both clients and employees is food hampers. Depending on your chosen hamper, you can personalise them to make them specific for your receiver and add that extra special touch to highlight your relationship. In fact, 76 percent of employees said they prefer gifts they can share with their family or teams, which makes hampers a perfect solution. This works across businesses, too. Being able to share the gift means you are treating a whole team of people rather than the one connection point you have. This also helps you strengthen your connection with the business, even if the person you’re in communication with leaves. Be responsible When building your business relationships, it’s important to avoid forcing gifts on a business. This is an approach that should be considered carefully and used for building those close relationships, rather than enforcing anything. There are plenty of legal rules around corporate gift giving, including avoiding bribery. It’s best to consult with your legal team before giving or receiving gifts to ensure Reputation building Food hampers business, Baxters of Scotland, looks at ways to strengthen your external business relationships and reputation
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