As discussed in the book The Ultimate Sales Machine, author Chet Holmes says strategic business gifting is the fastest and least expensive way to double your sales. He tells the story of Yohan Nagira who invested just $13 into gifts for 1,000 dream prospects. Despite the small investment, it ended up generating him $9 million! Clearly gifting can provide an amazing return.
One of the big reasons it works so well is the principle of reciprocity. We naturally feel obligated to return a favor if someone does something nice for us. A Cornell University study even found that customers given a small piece of chocolate with their check tipped more. The goal is to make your contacts feel valued through personalized gifts.
In addition to creating raving fans, gifting can open important doors. John Ruland shares how he gifted a custom engraved piece of wood to a prospect he’d tried meeting with for 18 months. Within 24 hours they scheduled a meeting! Going the extra mile with thoughtful gifts shows how badly you want that connection.
When sending gifts, aim to evoke surprise and delight. Choose gifts that are useful and can be used daily. Consider themes you can build on over time like a collection. Send gifts when they’re least expected, not just major holidays. Include a heartfelt note sharing why you chose that gift for them specifically.
While gifts don’t guarantee success, those that fall on fertile soil will produce great returns. The key is identifying your top fans, dream clients and employees to regularly gift throughout the year. Stay focused on thoughtful relationship building over sales pitches. With intention and care, business gifting can help you grow meaningful connections and boost your business in the process.
We hope you’ll give it a try and share your experience. Let us know if you need any gift ideas! Wishing you all the best as you implement this powerful strategy.