Do Not Sell Gift Baskets
A man who forgets a loved one’s birthday feels remorse and wants to be forgiven for his memory lapse.
A businessperson puts an embarrassing comment about a client on his Facebook page, which is found by that client, and now must apologize with something more than words.
A woman learns that a long-time friend has passed away and desires to console grieving family members.
Do these situations remind you of what customers explain by phone when they call to place orders?
They’re all searching for a way to impress, apologize, show appreciation, give thanks, or renew faith. That’s what you sell, not gift baskets.
I’ve talked about these situations to you before in September and again in December, and in this new year, it deserves mention again.
Look at the promotional messages written on your Web site, postcards, and business cards. Do the words get prospects and clients thinking about their everyday lives?
Think about how you talk about your business at networking events. When a person asks what you do, is your message conveyed with emotions in mind, or do you say you make gift baskets?
Re-positioning your business in this manner will attract more interest and sales. When emotion is part of the conversation, people can relate to what you really do, how you connect businesses, and why your service is important.
This same focus is true whether you sell all-food baskets or all-gift baskets, as I explained to a designer in a new question at Ask The Gift Basket Expert.
Best of all, people will stop seeing you as a gift basket maker and start calling you to make their personal and professional lives more memorable. All because you do not sell gift baskets.
How to Reap Rewards with Referral and Add-On Sales
Each time I leave an office after delivering gift baskets, I exit with more than "thanks" from the customer or recipient.
I have a big smile on my face because several names and telephone numbers are in my binder, names given to me by the receiving person who’s provided me with referrals who will benefit from my service.
That’s not all. I’ve also reminded the person about my gift baskets for upcoming occasions. For example, If I’ve just delivered Valentine’s Day gifts, the reminder is about Administrative Professionals Day and Mother’s Day.
Just mention the next two special events on the calendar, and hand the person a postcard, business card, or brochure on what you’ll have available. Now you’ve encouraged add-on sales.
Do you see the possibilities for referrals and add-on sales in your business?
Here are the highlights.
1. The delivery creates a warm call opportunity to increase future sales.
2. Other people in the office will want to “join in” on the delivery fun that’s happening right now, so have more literature or cards for distribution.
3. Everyone wants to “one up” another person, giving you the names and numbers of other potential buyers. If you cannot write fast, consider bringing an electronic recorder to capture information quickly.
This is the domino effect that veteran gift basket designers count on to continue and expand the sales momentum.
If a courier delivers your baskets, that person cannot provide you with this service, so even though deliveries take time, choosing to be part of specific deliveries will uncover huge opportunities for future sales and big rewards.
How do you feel these two options can work for you?
Do You Rule Ribbon, or Does It Rule You?
Ribbon was plentiful at the New York International Gift Fair, the show I attended yesterday, displayed in booths with familiar names and by suppliers I didn’t recognize.
Everything from organza in beautiful shades to intricate wired brocades tempted buyers to stop and feel the fabrics, and that included me.
Colors were as gorgeous for men’s gift baskets as it was for women’s. All of it reminded me of what Sarah Botchick of Pioneer Wholesale Co. said last month about focusing on ribbon and not so much on the basket. Looking at what’s available for spring and summer, Sarah’s suggestion is right on target.
Before you turn yourself loose on ribbon at an upcoming trade show, be sure to:
The only reason I resisted buying a dozen spools is because I checked what I have in stock before arriving at the show.
I’m in favor of lean inventory that sells quickly because I understand what my clients prefer. That’s my plan for everything, including ribbon. Perhaps this same focus will benefit you, too.
You’ll find two New York International Gift Fair show report links on this page and more information about ribbon and bows here.
What plans have you made to buy new ribbon, or do you currently have enough available for spring and summer?
How Do You Plan Trade Show Shopping?
Today, I’m walking the New York International Gift Fair, hoping to find several everyday and specialty items that clients have requested.
I’ve developed a routine to prepare for shows, and I wonder if you’ve done the same. Time is precious, so it’s important to know what you’ll do before, during, and after visiting a trade show. Do you:
1. Request a badge, by phone or on the show producer’s Web site, before arriving so that no time is wasted registering on site?
2. Review your buying chart to see what needs replenishing and also review a list of items that have been requested in the past by clients, bringing that list with you on this mission? This chart is part of Gift Basket Forms.
3. Sit down outside of the show with the directory once you arrive, searching for your favorite suppliers and specific merchandise sellers, noting their location before walking onto the show floor?
4. Briefly scan booths while walking by that are not on your list and not allow the booth’s representative to waste your time trying to talk you into buying items you don’t want or need?
5. Bring your own purchase order, created with space to select merchandise and instruct suppliers about your specific delivery instructions? As with the Buying Chart mentioned in No. 2, this form is also included with Gift Basket Forms.
My plan is to arrive at approximately 10:00 am, visit the show for three hours, and return to my office with a minimum of 70 percent of my merchandise ordered. The rest will be found at shows I attend in other states, where I’ll again complete the above five steps.
Shopping a show is serious business. That’s why Golden Basket Club members are coached before and after attending a show to ensure that time and money are spent wisely. The Club was mentioned in yesterday’s post.
What’s your plan when you prepare for a trade show?
Is Your February Marketing Plan in Place?
Before a new year begins, I council everyone in the Golden Basket Club to document what they want to accomplish by the next year.
Then I work with each of them, breaking the year down into quarterly and monthly segments to achieve their goals.
Every designer in the club followed their January plan, and 96 percent of them met or exceeded their goals. The others didn’t realize that a problem in their region would keep them from maximizing sales, but that’s okay; they still fared well.
Now they, and the other club members, have adjusted their February marketing plans so that all of them know their objectives and how to proceed.
Is this the way you guide your business, or do you not plan and hope that sales will appear?
I’ve been on both sides of this scene – planning and not planning. Even if you’re not ready to create a yearly plan, looking at a month ahead of time and considering the potential for gift basket sales will lead you in the right direction.
This is part of the planning process, and completing these tasks in February will keep your business in the black. That’s what the club I created helps you to map out so that at year’s end you see a big sales jump and potential for more.
Due to very popular demand, I’ll soon announce open membership into the Golden Basket Club. Stay tuned.
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