Customer Gift Giving Tips

To gift or not to gift that is the question. My opinion is that when it comes to giving gifts in a business environment it is the thought that counts more than the gift. Why? Unlike giving gifts to family to celebrate an event, a gift can be misconstrued by the recipient and there always seems to be strings attached.

Geoffrey James, an accomplished business writer and author of “The Tao of Programming” interviewed Jerry Acuff author of “The Relationship Edge in Business” about gift giving and here are their thoughts:

Gifts are for friends not contacts
You use a gift to deepen a relationship not to develop one. Giving a gift too early in a relationship seems phony and desperate.

Gifts are for customers not prospects
In most cases, you won’t have enough of a relationship with a prospect to justify the giving of a gift. So don’t even think about gifting until you’ve got an ongoing business relationship.

Gifts must be inexpensive or free
If a gift is too big, it’s going to be perceived as a bribe. You want to show that you care, not make the customer feel obligated to buy.

Gifts should be highly personalized
Think about their interests and try to find something that shows you know them and that you have a sincere connection.

Promotional items are not gifts
If a “gift” has your logo on it, you are asking the recipient to provide you with free advertising, so it is not really a gift.

Some of the best ways to show your appreciation is a simple thank card, a lunch, a round of golf, taking your client to an event or dropping off lunch for the office.

If you enjoyed this article and don’t want to miss the next one click here to get my marketing posts by email as soon as they are published. You will be prompted for an email address and you are set to go.

10 Ways To Build Relationships

Do you ever find a point where your business has tapered off and you are not sure where the next order, listing, client or deal is coming from?

Most of the time this can be attributed to not having a marketing plan with the ability to measure the success or failure of the various strategies you deploy. You don’t know how you got your business in the first place so you don’t know what to do to get back on track.

One way to “recession proof” your business is to incorporate Relationship Building Strategies into your business that you can deploy on a regular basis. After all, business is based on relationships so if you are not paying attention to this aspect of your business you are missing the “low hanging fruit”.

How do you build relationships? There are dozens of ways, but the top 10 in my opinion are:

1. Handwritten Thank You Notes
2. Remember birthdays
3. Educate Your Clients
4. Inspire & Motivate Them
5. Share Your Talents & Resources
6. Help Them By Referring Them to Others
7. Invite Them To an Event
8. Apologize and Clear Things Up
9. Make a List Of People Important To Your Current And Future Success
10. Identify Relationships That Are The Most Valuable To You

Following is a workshop you can go through for your own business to help you implement your new relationship building strategies.

1) Handwritten Thank You Notes
Send handwritten thank you cards to show people that you appreciate them. Handwriting them is a time‐tested method that creates a positive response when it’s sincere & genuine.

Workshop:
Write down the names of 5 people you’d like to thank today.
1. _____________________________
2. _____________________________
3. _____________________________
4. _____________________________
5. _____________________________

2) Remember birthdays
Remember birthdays ‐ because most people don’t. Birthdays are special to people. And if you care enough to remember their birthday… and give them a call or send a quick note, you go from being a business contact to being a personal friend.

Workshop:
Do you have your top client’s birthdays?
Call or email each one and ask them for their birthday. Add these dates into your calendar.
1. _____________________________
2. _____________________________
3. _____________________________
4. _____________________________
5. _____________________________

Do you have your employees birthdays? Ask each one for their birthday. Add these
dates into your calendar.
1. _____________________________
2. _____________________________
3. _____________________________
4. _____________________________
5. _____________________________

3) Educate Clients
The world is constantly changing … and it’s changing quickly. Give them useful information… and if you give them an insight that they end up using, they will remember you… and you’ll soon find yourself to be a trusted partner in their decision making.

Workshop
What do I know that others would love to know?
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________

What do my contacts want to know? Can I go learn it and then share that info?
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________

4) Inspire & Motivate Them
If you can find a way to inspire & motivate them, they will feel warm & fuzzy feelings for you. This tactic is one of the hardest ones to pull‐off because you have to have good timing & something interesting.

Workshop
How can I inspire & motivate my contacts?
1. _____________________________
2. _____________________________
3. _____________________________
4. _____________________________
5. _____________________________

5) Lend Your Talents & Resources
Offer your talents and resources to people who need it…without asking for anything in return. Sometimes helping someone move over 1 weekend from Point A to Point B can build a relationship that creates 10 or 20 sales over a few years. Be a friend and you’ll find more friends.

Workshop
Which talents or resources of mine could I put to work for my contacts?
1. _____________________________
2. _____________________________
3. _____________________________
4. _____________________________
5. _____________________________

6) Help Them By Referring Them to Others
One of the best ways to do this is to recommend them to people who need them. Another way is to help them look good in front of their boss by show how successful a project is. Help them look good in front of others.

Workshop
How can you help you clients look good to whoever they report to?
1. _____________________________
2. _____________________________
3. _____________________________
4. _____________________________
5. _____________________________

How can you help the key influencers in your market look good?
1. _____________________________
2. _____________________________
3. _____________________________
4. _____________________________
5. _____________________________

7) Invite Them To an Event
Whether it’s a baseball game, workshop, networking event or a business mixer these types of invites show that you are thinking of them…the time spent together invariably leads to strengthening the bond.

Workshop
What kinds of events both personal & business can you invite people to?
1. _____________________________
2. _____________________________
3. _____________________________
4. _____________________________
5. _____________________________

Apologize and Clear Things Up
Sometimes we mess up… we drop the ball… Often, it’s not as bad as you think it is. And if you messed up a while back, they probably don’t even remember why they were mad at you. This is a great way to win back lost clients.

Workshop
List down the names of people where you dropped the ball and messed up? Schedule
a time to call or visit that person and apologize… simply for the purpose of making them feel good.

Name Date To Call/Visit
1. _____________________________ _____________________
2. _____________________________ _____________________
3. _____________________________ _____________________
4. _____________________________ _____________________
5. _____________________________ _____________________

9) Make a List Of People Important To Your Current And Future Success
This helps you bring focus to developing the right network of friends before you need them… so if & when the time comes that you do need them, they’ll be more than happy to help you.

Workshop
Who is important to your current success? Name general categories such as ‘my employees’ or ‘local real estate agents’ or ‘CEOs of top 100 companies’ And then research those categories and write the names of the real people.

Category Name
1. _____________________________ _____________________
2. _____________________________ _____________________
3. _____________________________ _____________________
4. _____________________________ _____________________
5. _____________________________ _____________________

10) Identify Relationships That Are The Most Valuable To You
Allocate resources accordingly. The 80/20 rule definitely applies to your relationships… 80% of your success will be the result of 20% of your relationships. Indentify this 20% and treat them extremely well.

Workshop
Who are my best & most profitable customers? Who are people who refer me the most?
1. _____________________________ 1. _____________________________
2. _____________________________ 2. _____________________________
3. _____________________________ 3. _____________________________
4. _____________________________ 4. _____________________________
5. _____________________________ 5. _____________________________

If you enjoyed this article and don’t want to miss the next one click here to get my marketing posts by email as soon as they are published. You will be prompted for an email address and you are set to go.

Prospecting Giveaway Idea # 1

In honor of earth day my first prospecting giveaway idea will not only have a big impact on your clients and prospects, but on the earth too. What is it? A re-usable grocery bag.

A re-usable grocery bag can really make an impact. They are estimated to:

1. replace 2 paper bags or up to 4 plastic bags each time it is used.
2. be used weekly for two years or more.
3. replace up to 416 plastic bags over its entire lifetime.

Why should we be giving away re-usable grocery bags?

Even if your clients are not aware of the problem plastic bags are creating they soon will be and you will make them a leader in change.

From their manufacture to their disposal, bags have a bigger impact on our cities and our environment than many people think.

How many bags are being used?
No one really knows. Estimates for annual US usage range from 14 billion bags annually to over 300 billion bags. World wide estimates range in the trillions per year.

• A study at UC Berkeley estimated 14 billion plastic bags per year.
• The Wall Street Journal put the number at 100 billion a year in the US alone.
• The EPA has estimated that if you count all bags, sacks, and wraps, the number may be as high as 380 billion.
• Some world wide estimates place the number of plastic bags used annually at a trillion bags a year-that’s about a million per minute!

But others say that 3-4 trillion plastic bags are produced each year.

Why is it so hard to estimate the number of plastic bags used?

Perhaps it is because no one wants you to know, and also perhaps because we ourselves don’t want to think about it. Manufacturers don’t want to be associated with the problems these bags cause. Stores and even consumers are embarrassed about their own bag usage. Yet, stores and consumers continue to use them daily.

There are many web sites where you can shop for re-usable grocery bags, but here are a few that you might want to start with.

1 Bag at a Time
ReusableBags.com
EcoLife Products

If you enjoyed this article and don’t want to miss the next one click here to get my marketing posts by email as soon as they are published. You will be prompted for an email address and you are set to go.

Energize Your Database Marketing

I am a fan and believer in the power of database marketing. Why spend money attracting total strangers when you have a database of raving fans who already trust you and do business with you?

I create monthly programs for a number of clients. We send their database a compelling letter on a different topic each month or 6 weeks and enclose some item of value most of the time. This can be a Calendar of Events, memo pad, directory of restaurants in the area or a newsletter as examples.

I created a March program for a new Realtor which was centered on daylight savings time. We all know you are supposed to change the battery in your smoke detector so we sent a 9 volt battery as the item of value.

The letter started out with:

There are two things you can count on in March; the clocks will spring forward and homeowners will be speculating about what the real estate market is going to do this year. Well there are…….but I can make sure you have a battery so you can change the one in your smoke detector…..As for energizing…..

We taped the battery to a small, white postcard and mailed it in the envelope with the letter. This is a great example of lumpy mail. The battery was a huge success and generated more calls and activity than any other item of value. Click on the image for a larger version.

If you enjoyed this article and don’t want to miss the next one click here to get my marketing posts by email as soon as they are published. You will be prompted for an email address and you are set to go.

Thanks go to Cari Gililland for the idea.

Discover and Unleash the Branding Power of Food

Okay this headline might be a bit over the top, but think about it for a minute…

When you are sitting in a meeting and someone brings in donuts, snacks, a pizza or even bagels to munch on what is the first thing that comes to your mind? “Boy could I ever use a bite right now” or “What a great idea?” or “I wish I thought of that.”

Everybody loves getting fresh donuts in the morning and delivering them in your custom donut box is a great way to capture new clients and solidify existing relationships.

Sales reps are already taking in food on their sales calls. Does it make sense for them to drop off donuts in a box that says “Joe’s Donut Shop” or a custom made branding tool designed specifically for their company?

It’s kinda obvious isn’t it?

Clients have used Thanks A Dozen® custom donut boxes for sales visits, golf outings, fund raisers, trade shows and more. Our custom donut boxes are also great for “Lunch and Learn” Programs which give sales reps a captive audience without the typical distractions in a restaurant or food service setting.

The success of any business depends upon developing and nurturing relationships…using Thanks A Dozen® products takes care of it one bite at a time.

And now the good news. If you place an order for custom designed, candy, cookie, donut, bagel, pizza or tissue boxes before April 15, 2008 we have lowered our minimum order from 250 pieces to only 50 pieces. For example you can order 50 custom designed, 4 color donut boxes for only $ 3.49 per box.*

Call Mike Blaney at 800-568-8338 to Discover and Unleash the Branding Power of Food

* A one-time set-up fee of $ 75.00 is required and shipping is extra.

Client Appreciation Events - Getting Into The Swing

One of the key criteria for a client appreciation event is to provide an event that makes the participant feel like they are part of something special. Often it is not how much you spend on the event, but it is how you spend that will make the difference. Hiring the right entertainment is one way to make your event stand out.

Client appreciation events take many forms and many are centered around a golf course so here is a great idea for making your event more memorable. Brad Denton, based in Orlando, FL is a Golf Entertainer and he can deliver a show that will keep people talking about the event for a long time to come.

“Brad uses his fun-loving clean sense of humor, impersonations, quick wit and shot-making talents to entertain and teach groups of all ages and backgrounds.

His incredible trick shots demonstrate the fundamentals of the golf swing ‘with a twist’. Using a variety of not so ordinary clubs such as a 6 foot driver and a 10 foot driver hit on stilts, Brad helps golfers improve their swing mechanics as well as strengthening their stomach muscles through vigorous laughter.

When you book Brad, you also get Forrest Gump, Gomer Pyle, Jack Nicholson, Sean Connery, Jimmy Stewart, Arnold Schwarzenegger, Elvis and a host of other characters. His dead on impersonations will leave your audience in stitches, while he performs an incredible, one of a kind golf clinic trick shot show that is guaranteed to knock your socks off. “

Why am I featuring Brad? Because he is an example of a good marketer. He was searching the internet for companies involved in Client Appreciation events and came across my blog. Instead of sending an email he picked up the phone, introduced himself and asked whether I felt there was a way we could work together and that is good enough in my books to get a free plug.

While I have not actually seen Brad perform live he has lots of videos on his web site so you can get an idea of what he bring to your event.

Brad can be reached at 407-625-9398 or by email at Brad@GolfEntertainer.com

If you enjoyed this article and don’t want to miss the next one click here to get my marketing posts by email as soon as they are published. You will be prompted for an email address and you are set to go.

Incredible Customer Service

As a marketing guy I am always on the look out for great customer service stories and this is one that is worth relating.  Two years ago my wife received a Swarovski necklace as a gift. It had a heart-shaped pendant populated with a couple of dozen crystals.  The other day she noticed one of the crystals was missing and started trying to track down the receipt to take it in for repair.

In the meantime we were walking through a mall and passed by a Swarovski store so we dropped in and started to explain we did not have the receipt and were wondering what the next step was.  The sales person asked for the necklace, walked into the back room, came out with a new necklace and handed it to my wife.  We signed a form and we were on our way.

Their warranty policy on their website states:

“Swarovski guarantees full warranty covering manufacturing and material defects for current branded products purchased from authorised Swarovski retailers. The warranty only covers damages that are not caused by accidents, inappropriate use or wear and tear. Depending on the degree of damage to the warranted product, the feasibility and the availability of replacement parts, it will either be repaired or replaced by a piece of the same value.

In my opinion they not only lived up to their claim, but exceeded it.  Swarovski gets my vote as the best customer service of the year.

HOWEVER…

This is in contrast to the hoops we have had to jump through to exchange or return Christmas presents.   What amazes me is that someone took the time to choose a gift for me from a store that probably provided the purchaser great service, but when I need a different size or color and am visiting the store for the first time with the possibility of becoming a loyal customer,  I am treated like a criminal when I try to exchange something.

Next year I am checking the return policy before I buy anything from any store rather than subject the recipient to the restrictions some stores put on returns.

Marketing Idea - Kid’s Growth Chart For the Wall

I am always looking for new marketing ideas that my clients can use either as part of their direct mail program or as items of value that they give their clients. The longer the concept stays on the fridge or in the house the more effective the idea.

Having measured 6 kids growing up over the past 24 years I realized that a wall-mounted growth chart would be a practical and long-lasting marketing tool. The wall chart is simple to design, easy to mail and is one of those thoughtful gifts that people appreciate.

I would put the client’s contact information and a simple message across the bottom that ties into their business. An insurance agent might use the slogan “Growing With Your Family”. Another slogan might refer to the quality of service “Taking You to New Heights”, How do we measure up” etc.

If you do a search on Google you will find pages of results which is an indication that there is a big market for growth charts. Why not add them to your marketing mix?

If you enjoyed this article and don’t want to miss the next one click here to get my marketing posts by email as soon as they are published. You will be prompted for an email address and you are set to go.

How To Write A Thank You Card

In an earlier post entitled The Best Kept Marketing Secret I wrote about how important and effective Thank You cards are as a marketing tool. Not to mention that they are the decent thing to do.

Thanks to an article on a website called The Morning News I can now relate the specific anatomy of a Thank You card. The article goes into much more detail, but here are the basic elements of a Thank You letter.

1. Greet the Giver
Dear (insert name here),

2. Express Your Gratitude
Thank you so much for the (insert item or object here).

3. Discuss Use or Benefit
Say something nice about the item and how you will use it.
I really enjoy _________ and think __________ it is perfect for _______________.
or
Having ________ will make _______ much easier.

4. Mention the Past, Allude to the Future
It was great to work with you this past year and I hope to see you at ______________ in _________.

5. Grace
Thanks again for your gift.

6. Wrap it up simply.
Love, sincerely, regards etc

This isn’t the time to brag about your new job, a hot girlfriend, or number of surgeries. The thank-you is exclusively about thanking somebody for their kindness.

There you have it. Six simple steps.  So go out and buy some Thank You cards.  Put stamps on the envelopes right away and keep them in your car, briefcase and desk so you can whip one out and send it while the feelings are still strong.

If you enjoyed this article and don’t want to miss the next one click here to get my marketing posts by email as soon as they are published. You will be prompted for an email address and you are set to go.

Greeting Card Etiquette

When it comes to sending holiday business greeting cards to your sphere of influence I don’t think there is any question whether to send or not to send. It just makes sense to send greeting cards. I will even go so far as to say that if political correctness even crosses your mind then you are completely missing the significance of this gesture.

Now that you have decided to send greeting cards you have to determine who to include on your list, what kind of business greeting card to choose and how to address the envelope.

Why send greeting cards to your sphere of influence?:

• enhance your current business relationships
• attract new customers
• remind old clients that you exist
• show appreciation to supportive clients

Use proper business greeting card etiquette. What is a well-meaning gesture can offend the people you want to impress when it is not done properly.

1. Buy Quality Cards: Start with a good quality business greeting card to show that you value your clients and colleagues. Skimping on your selection can be interpreted in a number of ways. Your recipients might take it as a sign that business has not been good or that they aren’t worth a little investment.

2. Update Your List: Make sure your list is up-to-date with correct names and addresses. If you do this on a regular basis, it does not become a dreaded holiday chore. As you gain new contacts throughout the year, take time to add them to your database for your business greeting card group. This way you won’t embarrass yourself by sending the card to the old address.

3. Sign Cards Personally: Even if you have preprinted information on the business greeting card such as your name, you need to add your handwritten signature. The most elegant business greeting cards should have your personal signature and a short handwritten message.

4. Handwrite the Address: If you are ready to throw up your hands at this point and forget the whole project, then have someone else address the envelopes for you. Don’t use computer-generated labels. They are impersonal and make your holiday wishes look like a mass mailing. You may save time and even money, but can lose a client in the process.

5. Mail to Home Address: Mail your business greeting card to the home if you know the small business owner. Be sure to include the spouse’s name. The card is not sent to both husband and wife at the business address unless they both work there.

6. Use Titles: Whether you are addressing the envelope to an individual or a couple, titles should always be used. It’s “Mr. John Doe,” not “John Doe,” or “Mr. and Mrs. John Doe, rather that “John and Mary Doe.”

7. Be Sensitive to Traditions: Find out whether your business greeting card recipients observe Christmas, Hanukah, or Kwanzaa. Make sure your message is appropriate for each individual. If you decide to go with one card, choose a generic one that will not offend. “Season’s Greetings” and “Happy Holidays” are safe bets.

8. Avoid the Mail Rush: Mail your business greeting cards in time to arrive for the designated holiday. If you find yourself addressing the envelopes on Super Bowl Sunday, keep the cards until next year and send out a high-quality note thanking people for their business during the previous year instead. To avoid the last minute greeting rush is to have all your envelopes addressed before Thanksgiving. Then during December you can leisurely write a short message - one or two lines are all that is necessary on each card, sign your name and have them in the mail with a minimum of hassle.