The principle of reciprocity is a strong one. Charities send millions of envelopes a year to households in an appeal for donations. They usually enclose a pen ‘as a gift’, in the hope that it encourages the individual’s in-built programming for reciprocity to kick in, and make a contribution.

Corporate gifts are a vey popular method of communicating with your customer, showing them they are valued, and encouraging them to be reciprocal. You can send them out seasonally (typically Christmas), or to mark promotions or special events. They keep your name visible in the customer’s office, and thanks to Chinese imports, they’re cheap.

It might not be top of the list on a crack commando sales training course, but it has a certain charm to it, especially if the gift is actually useful! This author knew of a personal assistant to a high level director of a corporate company. She kept her ‘special’ gel mouse mat on her desk for years, insisting it reduced her RSI strain. And yes, the mat was emblazoned with a stationery supplier’s logo. Guess where she ordered thousands of pounds worth of stationery from each year?

You could use anything from pens and paperweights to executive cork screws. Make sure they don’t ‘look’ cheap – they’re a reflection of your company.