Atomic Penny

Look in your desk drawers and count how many miscellaneous items you have from various business associates that were given as a reminder of the business relationship you have or wish to build with that person. Now look how many “sales aids” you have in your possession that you give out on a regular basis.  And consider if they aided in a sale in any way, shape or form.

I was going through my desk today and found 7 hand sanitizer bottles from 5 different contacts, several pens, at least 4 hats and more post-it notes and highlighters than I wished to count. Not to mention the carabiners, paper clip holders, magnetic business card holders little mint tins and a couple of empty candy jars. Each of these items have  a logo from a business relation. Along with these items I have grab bags of various marketing promo items I have picked up at conferences and expos sitting ignored or unused, finally thrown out.

I am sure that at some point I needed or thought I needed each of these items, or accepted them as a gift from someone I do business with on a regular basis. The problem is, I don’t really need or want most of the items.

Now, think back to when you gave or received one or more of these items, did you get any business? Did you enhance your relationship because of the item you gave out? What were you or your business associates hoping to gain by handing these items out? Now think of what you could have done differently, for less money and more effectively.

I am a huge proponent of handwritten notes, real handwritten notes, not the kind you can order with your handwriting imprinted on on a basic card. Notes can cement or create a customer.  Be sincere about thanking the people that matter most, remember the customers and relationships that helped you start, grow and prosper. If you think you have too many customers to thank, focus on the opinion leaders who can drive more customers to you based on your actions and sincerity. Appreciate those who keep you in business. Stamps, cards and ink are going to pay off more than another pen or post-it note pad.

The guys over at carrots.com, are champions of appreciation. While they focus on employee relationships, the same principle can be used for business relations. More importantly, a handwritten note carries more weight than a case of hand sanitizer bottles.

E-Myth also has a post on some great gifts for an entrepreneur. Their suggestions can really help someone who needs a little direction.

All in all, giving gifts is a conventional way of sales and marketing, and there is nothing wrong with the occasional small promotional item. But think in an unconventional manner, think what you can do to set yourself apart with the customers you have, and those you want.

Most of the time, you can be like everyone else, or you can go your own way and get better results. Try something new! It won’t hurt to be different, but it will pay off.

POWER ON–Mark