How wrapping paper get's me business
Bill Flannery
Washington DC's brand representative for premium restaurant and hospitality products. And some darn good USDA prime dry-aged steaks
I just wrote about 15 letters to clients and curated about 6 samples for each of them. I also gift wrapped each box.
It took me a while because I’m a crappy gift wrapper, so I asked my wife to help. I personalized each package...it’s very possible the recipients may not even care.
I’m putting myself in their shoes. On any given day I get countless emails, robot calls, junk mail, and yes, people who show up uninvited to sell me things.
The experience of being on the receiving end of unsolicited marketing is very aggravating, time-consuming, and unimaginative.
So, why go to the trouble of customizing and gift wrapping samples to my clients? To put things in context, the clients I work with are restaurants and hotels.
Every one of these places is in a race to create memorable experiences for their customers. I am in a privileged position to sell to them, and to assist them in creating that experience...so, shouldn't I also try to make the experience of dealing with me … well out of the ordinary and memorable?
These folks are also very busy, and time is super valuable. I never just pop in without learning about their business first.
I always take the time to do the following before I send samples to clients;
1) Eat there
2) Check out the client's website
3) Connect on Linkedin with folks
4) Look at social media, everything IG, Twitter, Linkedin, Snapchat, FB
5) Listen to any podcasts they’ve done ( I just listened to one today)
6) Ask around
7) Select something I think they’ve never seen
8) Package the samples in a unique and memorable way
9) Personalize what I send
It's not a very sophisticated process, but it works. As a percentage, I’d need to blast thousands of emails to get the same results.
You tell me, a big box wrapped with a bow shows up, or 300 emails...which do you think get’s opened first?
So the next time you are doing something as mundane as shipping samples, think about making it unique.
Thanks for taking the time to read my post, I appreciate it. Comments are welcomed and please share if you feel someone else will find value with the content.
Bill is currently a regional business development manager for Bauscher Hepp Inc. he is also the founder of www.texasbrush.com and has several other patented foodservice products. He lives in the DC suburbs with his wife, two kids, and one chubby dog
Body Mind Programmer - in therapy practice since 1989 Information and opinions shared are for informational purposes only and are not intended as medical advice or instruction.
7 年Communication is everything. Finding out about the family, kids (noting ages and birthdays and interests on a card that you can look at prior to each visit), allows you to ask how they are going with these things. It shows you are not all about selling, but actually care about their lives as well. Sending a birthday card puts your name out there. It is the little things that count.
Psychologist @ Enoggera Brisbane Australia
7 年Yes it's good business sense. During the year I try to take lunch for the Doctors in the surgeries that refer to me. I get to chat and meet any new staff. I give a Christmas Hamper to the surgeries who refer me the most clients. I think it helps more than sending them my details by email ! The personal touch can never be underestimated. How does it work if you are marketing to Millennials?
Hypnotherapy | Mindfulness | Coaching
7 年Yes! To all of this! I'm so impressed with your attention to detail. Sometimes I think I do too much of that when so many others "get away with" putting minimal effort into business exchanges, but that's who I am. And like you, I hope they notice, but realize they may not. Also, if they don't consciously notice, you've created a lasting experience no matter what so they notice on some level.
International Speaker | Workshop Facilitator | Storyteller | Musician | Gallup StrengthsFinder Coach | 300+Episodes Podcast Host | Author | Job Interview Coach
7 年I love this effort, Bill, because you're right -- building a relationship with your clients one at a time will benefit your business 100x more than trying to build relationships with a blast of email messages. I'd definitely do business with someone who took the time and made the effort to get to know me and what I do. Outstanding.
Trade Printer - (CCA) Chief Coffee Addict
7 年Great process Bill - do your homework and then create a great first impression right out of the box (literally).