By Deborah Asseraf
So you’ve got your drill down, on your client’s birthdays (or their kid’s birthday depending on how savvy you are) you ship off a basket of fruit, bottle of wine or a table book. A gift so bland that whether you were sending it to someone you’ve met yesterday or your cousin in NJ you’re bound to get the same boring reaction; a pre-printed thank you card or half-hearted email. So, how do you change the cycle so you are inspiring your clients to call you up in person?
Personalize Your Gifts. If your clients feel like you put no thought into the presents you are sending them then they will put no thought into the way in which they thank you. Getting to know your clients likes and dislikes should be as important to you as finding out how your company can help solve their problems because it is what ensures they will stay loyal and do business with only you. During phone chats or after coffee dates create an Excel file or fill out the notes section of your rolodex with details you might have picked up. How many kids do they have? Where do they live? What sports do they play? What do they love to do when they aren’t working? Taking an interest in your clients lives outside of work will also help you build longer lasting relationships. More on this HERE
Your Gift Should Hold a Deeper Meaning. A gift shouldn’t be proof that you aren’t going bankrupt but that you are listening to your clients needs and wants. My ex-boss was a vegan who never drank alcohol. Come Christmas every vendor and company he did business with would send him cases of wine or spirits. He always gave it away with a shrug and would simply write a quick thank you email. One day, one of his vendors delivered to him a huge vegan cheesecake. My boss was so impressed that he actually took the cheesecake home (something he never did with the other presents) and scheduled a meeting for the following week with the vendor. If you show your clients that you care and are actually listening to their needs and wants then they are much more likely to want to do business with you –know, like & trust, remember? Challenge is to be able to do this on a massive scale, which is where being organized comes in handy. Try to also keep track of the presents you are sending, to whom and which got a strong reaction. If your clients aren’t taking the time to thank you chances are you’re giving them something they don’t want or already have too much of.
Deliver a clear Call To Action. What I should also mention was that the huge vegan cheesecake that was delivered to our office also came with a very specific card: “This is the best vegan cheesecake in the city. Enjoy & let’s schedule a meeting soon!” All you’re gifts should be followed by a clear call to action such as this one so that your clients will know exactly how you wish to be thanked. By sending a gift and attaching a generic toast i.e. Happy Holidays you are letting your clients interpret the way in which you wish them to react. Result? Quick thank you emails or boring pre-printed cards.
Consider putting a bit more personalized presents that WOW and will motivate your clients to call you in person and this will not only help strengthen your current relationships but also gain more referrals.
Still stuck on how to WOW your client? Email me at [email protected] !
