The
Holidays: Danger and Opportunity
By Adam
Radzik
Consultant to Professional Firms
The Danger… Many professionals do not arrive at their
client’s place of business bearing gifts to celebrate
the holidays and to express appreciation for the past year
of business.
Don’t think their acts of omission go unnoticed.
Business owners have said to me, “Adam, so you’re
training this guy to be a better marketer? I suggest you
start by reminding him that it was Christmas last month
and that a small token would have been nice. Really! Of
course, I don’t need presents from my professionals.
What toys could they buy me that I don’t already have?
By the way, do you see that sleeping fisherman statue on
that end table by my sofa? Harry, my accountant, bought
me that! Do you see that nautical clock on the wall, over
there by the window? Sally Sullivan bought me that. We buy
our office supplies from her company. Do you see that “Gone
Fishin’” sign over my credenza? You know who
got me that? You did, Adam! I liked that sign. That’s
why I put it up there, right next to the photo of my boat,
the Queen Mary III. Don’t think I forget these things
— it all goes right in here.” (Client points
to his head.)
Now, it is not true that every single client expects presents,
but the overwhelming majority of your clients and contacts
will appreciate your presents and take note of the fact
that you are expressing your gratitude.
The Opportunity…arriving with gifts in hand gives
you an opportunity to ask, “How’s business?”
and thereby possibly discover a need for an additional service
of yours, or your partner’s service, or the service
of a vendor who will repay you by bringing you a money-making
opportunity. It also gives you the occasion to brag about
recent achievements and reinforces your bond with your client.
What to bring? I don’t encourage firms to send flowers,
chocolates, nuts, popcorn, fruit, etc., because they are
consumed in a week; three weeks later, the client will not
even remember that it was you who sent them that $200 fruit
basket. In general, I try to persuade professionals not
to send items that will be consumed. Buy an object that
will remain in the client’s office; it will send out
a subliminal, positive message about you and your service
every time it is glanced at.
“Our firm sends everyone object X!” is the retort
I frequently get from my trainees. Well, frankly, that is
the easy way out. Why? Because not everybody will like object
X. People have varying individual tastes; some will like
your choice, and some will be thinking, “Now why did
they send me this? What will I do with this?” The
best way to choose a present is to do so based on what the
recipient would enjoy. For one it will be a book about Tuscany;
for another it will be a John Wayne DVD; for another it
will be a subscription to National Geographic magazine.
I encourage professionals to take the time to select an
object that will touch the recipient in a positive way.
What do you do if you don’t know what the target likes?
Call and tell his or her secretary that you are buying a
surprise gift and ask what the person does for recreation.
Ninety-five percent will gladly help you to conspire.
Does
this take some time? For sure!
Is it worth it? You bet it is!
If you would like to learn more about how sales
coaching
would benefit your firm, contact
SIC today!
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This Quiz!
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Did
you know that Adam Radzik was a business columnist for
The New York Post, (a newspaper with a readership of
close to a million) His column was called Down To Business
and brought him over 15,000 letters. As indicated by
their letters and questions, the executives of many
Fortune 500 companies were regular readers.
