Each year my staff looks forward to a holiday package from our company travel agent. The reason is simple she always sends the perfect gift. Last year she sent a basket of treats with something for everyone. It included both sweet and savory items, and selections that vegetarians could enjoy.

The staff has the opposite reaction to gifts from another one of our business partners. His packages are usually inappropriate for the tastes and interests of the team. They are standard gifts that he sends to everyone, regardless of who they are, and his packages often sit untouched until after the holiday break.

I’m certain the latter partner means well, but he underestimates the importance of picking meaningful holiday gifts for his clients. Picking the right gift can set your company apart from your competition by underscoring the care and attention you give to your work all year long.

Business gifts don’t have to be expensive, but they should demonstrate that you’ve given genuine consideration to the recipient’s taste, interests and needs. Use the tips below to find gifts that will be appreciated and remembered.

– Get personal. Selecting client gifts presents a perfect opportunity to highlight the fact that you listen to and care about your customers’ needs. Think about what you know about your clients’ interests and try to select gifts that speak to them. If you know someone who volunteers for a particular charity, make a donation in his name. If a customer follows a local sports team, buy tickets to one of its events.

– Avoid controversy. While choosing personal gifts is a great way to get remembered, be sure to select gifts that are appropriate for a business relationship. Appropriate gifts are not controversial or excessively expensive. Avoid items such as gifts with religious themes, liquor and cigars.

– Think useful. Look for gifts that recipients can actually use. For example, a beautiful box of gift-wrap, complete with bows, cards, and tape, is an item almost everyone will use this year. A practical gift will put you in mind every time it is used; trivial gifts are usually buried in a bottom drawer until they are thrown out.

– Gather information. Do some digging to find out what kind of gifts your business partners would appreciate most. You can solicit advice from an assistant or friend, or ask your business partner some innocent questions that will give you insights into likes and dislikes.

– Pay attention to details. Put personal touches on every gift you send by wrapping and including a hand-written note with the package. This will add warmth and sincerity to your gesture. If you order online, have items delivered to you. This will give you the chance to add a personal note and remove the promotional materials that many retailers stuff into packages.

– Avoid marketing. This season, choose gifts that will be remembered for their thoughtfulness, rather than their logo. In the long run, this will do more for your relationship with your clients than promoting your corporate identity and contact information. If you have a large number of customers and the expense of personalized gift giving is prohibitive, send a promotional item to the majority of your customers, but select more personal gifts for your best accounts.

– Consider monthly gifts. Gift of the month clubs are a way to ensure that your business is remembered throughout the year. While these programs used to be limited to “flower of the month” or “wine of the month,” today’s monthly gift offerings include teas, chocolates and other items. Most monthly clubs offer plans for any budget from quarterly gifts to annual packages.

Alice Bredin is author of the “Virtual Office Survival Handbook” (John Wiley & Sons) and a nationally syndicated columnist.