Early in my career, I decided to send either a gift basket or small gift to newly-launched companies listed in my local newspaper.
The premise was to get each company’s attention so that as business grew, my company would be the one they called for employee and customer gifts.
Before pursuing this goal, I drove to each company’s address to view the location. I remember that one automotive firm’s address was a private house, and locations for other businesses that required at least a sign in the front (but had no sign) weren’t what they were reported to be.
Were the newspaper listings accurate?
All the paper did was print a roster of anyone who registered a new business within the county, so while the information may have been correct, the potential for future sales was not. I immediately abandoned my plan.
You know the importance of initial impressions all too well. What I saw on the outside told me not to send anything to any of these businesses. Instead, I stayed with my original plan: contacting corporate clients I already knew and the referrals they provided to me.
Over time, that marketing strategy increased my sales and client list.
Sending welcome gifts to unknown prospects wastes time, energy, and money. In many cases, it’s simply not the way to build your business.
The Pre-Holiday Q&A two-part article will help you find companies to buy your gift baskets right now.
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