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I have been watching a couple of the holiday movies on TV this week. The Miracle on 34th Street had me up late on the couch a few nights ago. Wonderful, wooly Kris Kringle got me thinking.
Wise old Kris sent Macy's customers to Gimbels department store if they had the better product. The result was that Santa turned out to be profoundly smart and, in this B&W parable, changed the fortunes of the department store.
Customer Service got stood on its ear in that sentimental story. Today I think Nordstrom’s is a living example of that Santa Clausian philosophy.
Make the customer happy, even if it means recommending them to a competitor. They will come back to you in the future – trust the Coach!
Those of us who live around New York City also know that Gimbels is no longer in business (much to my mom’s chagrin). Maybe that’s taking the morale of the story a bit too literally, but it sure underscores the “virtue is its own reward” principle.
Think about things differently – turn them upside down.
Apple had that tagline for a while up on massive city billboards that said simply this: “Think Different”. It was short hand for “think out of the box”. I love the thought.
DO think differently.
Especially in business. That’s what a responsible and successful professional does constantly.
To do that, start with one over-riding question:
WHY?
Let’s use an example of HOLIDAY GIFTING in BUSINESS.
• WHY do you send holiday gifts to clients in the first place?
There’s no harm in asking. You can always say to yourself: I just do because everyone else does and I will look cheap if I don’t – and you can leave the matter right there and continue doing what you have been doing. Sending out gifts galore.
OR you could take your thoughts further and think:
• WHAT could I do differently?
First WHY, then WHAT.
Now you have potency in your business life.
WHY do you send presents at the holidays to clients? It’s a chance to show your allegiance and appreciation and stay on the client’s radar as a valued supplier.
Next pros and cons should come to mind about this obligatory business gift giving.
Pros:
You can be appreciated by the customer who means so much to you.
Cons:
Many companies have policies against their employees receiving gifts of value – often limiting the amount to $25 or $50. That will make it hard to be memorable.
Cons:
A $25 fruit basket is so ubiquitous – towers of gluttony all stack up on the credenzas and the staff doesn’t even remember which vendor sent what “Chocolate Rhapsody” basket.
WHAT could you do otherwise and make a STRONGER impact?
Ah ha. You could make the gift more personal, that’s one thing. A sweater, a gift of theatre tickets to a real culture vulture, vintage bottle of port to an oenophile or Thurman Munson’s rookie card to a collector. Doing any of those things will certainly make you stand out and show your appreciation dramatically.
OR you could go that one better.
HOW? Give something that will be appreciated that shows up every month of the year! Sign that oenophile up for a wine of the month club. Every 30 days they will toast your discernment in giving. Netflix® DVDs come every month for the movie-aholic. Flowers come every month to the CFO’s office and cheers her office up, thanks to YOU!
(First WHY, then WHAT, now HOW.)
HOW? What if you could send something every month that is appreciated AND reflects your brand? For example, I like to send people Selling Power magazine every month – my brand is reinforced that way – because everyone knows that I live and breathe SALES. Plus my clients can certainly take benefit from all its excellent articles. They hear from me in print every month with a reinforcement of my Championship Selling method.
You can come up with fresh ideas that reflect your brand and are received monthly too.
By sending this Gift of the Month, you successfully stay on your contacts radar month over month so that when its time for them to purchase and to refer business they will instantly think of you because you are consistently on their mind. How about them apples?
Hey, I’d like to hear YOUR ideas for a GIFT of the Month club subscription for clients that is brand-reinforcing. Send one choice idea to me over the next 5 days and I will both publish your brilliance in my next blog and newsletter AND send you a gift! - Send YOUR IDEAS to coachnick@coachnick.com
A couple more parting thoughts:
If holiday gifts overwhelm your clients’ offices, you see them piling up on conference tables, undifferentiated… why not send your gift at a different time, say for Thanksgiving (“So thankful to have you as our favorite customer”) – or as a unique New Year’s present.
You can be a true hero if you send a New Year’s gift – and avoid the holiday rush to boot.
OR you could send a Gift of the Month subscription right when you do your annual client review. (You ARE doing satisfaction surveys in person, aren’t you?)
OR you could celebrate their anniversary of being in business with a Gift of the Month.
Better yet, their anniversary of doing business with YOU!
OR you could send a Gift of the Month to recognize their birth date.
The singer Madonna once said, “Reinvent Yourself.” Look how successful she is. It all just takes a bit of ‘reframing’ – thinking differently – to make a miraculous influence on your business life and business results.
Thanks Kris for ‘Thinking Differently!” It truly is miraculous!
And a heartfelt Merry Christmas, Happy Hanukah to all my friends, clients and colleagues.
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