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Gift Reminder

Gifting is Good Business

Professor Frederick Webster of Dartmouth College was recently quoted in Marketing Management magazine saying, “Under the old marketing concept, the object was to make a sale.  Under the new marketing concept, the objective is developing a customer relationship in which the sale is only the beginning. The customer is a long-term strategic business asset.” I am certain that this is true.  Opening a new account is only the first step in building a long term business relationship.  Caring about your client’s business as if it where your own is a key building block in business success. 

Mini Masterpieces was founded on the principal that thoughtful gifting, when used with other marketing strategy, is a key factor in winning customer loyalty.  Gift giving is a way of expressing a feeling. It keeps a business relationship alive by showing clients how much we value them.  They are great because no matter what the gift, if given with sincerity, it has a high perceived value, long lasting impact and has the potential to generate new business and referrals.  Relationships begin with a genuine care for the customer.  People naturally respond more positively when they are educated, inspired or entertained.  Accomplish any of these things and you are well on your well to good business.  Continue these concepts and you will create goodwill and dare I say it…priceless customer loyalty.  Now that we’ve established that gifting is good for business, where do we begin?

The best gift to give is a thoughtful one.  If you’re new to how that translates into gifts that won’t offend, be construed as a bride or are just inappropriate, here a few gift guidelines to get you started:

• Give gifts related to your project – this is the easiest way to give a gift.  It’s as simple as a thank you note or a small token of appreciation after the project’s completion. You’ll be giving something that will be forever tied to that relationship.  On large projects for example, I also give my clients the same gift they are buying as my thank you. 

• Give a gift that fulfills a desire – why not give a round of golf to that client chatting endlessly during your lunch meeting about the great shot he made over the weekend.  Their heart is clearly in the sport and they will appreciate not only the gift but that you were actually listening and cared about their experience. 

• Give a gift a client can use in daily activity – desk and travel accessories are excellent examples of these kinds of gifts.

• Give a gift they wouldn’t normally buy for themselves – a gourmet food gift is always an excellent choice since just about everyone eats!  Flowers, candy and cookie bouquets are also excellent choices. 
   

The most important reason to add gifting to your customer retention programs is its potential for providing added value to your clients in an entertaining, creative and potentially profitable way.  Start your program slowly with your top tier clients (remember the 80-20 rule).  Eventually, you’ll want to include those people who help keep your business running smoothly; the supplier who is always prepared for the rush order or the employee that comes to work everyday with a “can do” attitude. 

Of course, we’re always here with personal and online counseling and great gifts so you will never have to spend tons of time finding “just the right thing!”

Good luck and happy gifting!

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