Gift Basket Orders and Strange Situations Go Together
Fill in the blank:
“There I was in/on/at __________, when a customer called my cell phone to order a gift basket!”
You can be standing, sitting, or traveling anywhere when sales arrive, so I know you have a story to fill in the blank. Here’s mine.
A few years ago, my sister and I traveled by bus to Chinatown in New York City. She went there to pick up wholesale merchandise for her business while I accompanied her for environmental inspiration.
I stood on the sidewalk outside of a store while my sister continued reviewing products inside. The area was teeming with people and vehicles. If you’ve ever been to Chinatown, you know how crowded it can get, and the narrow streets make the experience a bit claustrophobic.
Suddenly, my phone rang. It was a customer ordering 12 gift baskets for an auction planned one month in advance. I whipped out my trusty pen and pad which I carry just in case an order arrives and started writing down the particulars.
At one point I looked around and saw several men staring at me. Was talking on the phone and writing at the same time a phenomenon they’d never seen before?
Within one minute of the conversation, I could hear sirens and horns in the distance, and the noise became louder within seconds. There was nowhere to escape. I had no choice but to ask the client to pause our conversation while the deafening sounds passed by.
When I removed the phone from pressing against my collarbone, I thanked the customer for her patience, told her that local fire trucks were being detoured through the area, and completed the order.
What’s the strangest situation you can remember happening around you when a gift basket order arrived? I bet you can top my Chinatown calamity.
Are Discounts Helpful or Hazardous?
In the rush to get an account, I recall offering my first customers a discount if they ordered gift baskets from me during our meeting.
Most of the time the strategy worked, but you can guess what happened after that. Yep, those same customers expected discounts every time they called to place additional orders.
When I didn’t provide the requested discounts, those customers neither called again nor did they order when I sent literature to them by mail.
There are also customers who say they won’t order without some type of concession. One person called me and demanded that her chocolate, cashews, popcorn, tea, and coffee gift basket cost $30.
I declined the order. I can’t imagine where she went to get such a basket for that low price.
When customers ask you for discounts on their gift baskets, what’s your response?
How Do You Handle Issues that Postpone Deliveries?
My heart sank the first time I was contacted by a customer, upset because a gift basket wasn’t delivered according to her requirements.
At the time I hadn’t developed a system for this situation.
In fact, I didn’t consider that such a problem could occur.
Nothing I read in preparation to start a business mentioned it.
I, of course, apologized during our conversation. I then called the recipient and learned that he was out of the office on that day, which ended up being the reason why he didn’t get the basket.
It was now clear that this was a delayed receipt and not a delayed delivery. But what if weather or transportation stops your gift basket from reaching the intended destination? What’s your policy for satisfying an unhappy client?
When a Customer Gets Upset, I…
Monday morning starts smoothly after breakfast as you review a list of daily tasks and prepare to fulfill orders in the morning and market in the afternoon.
The phone rings just after 10 o’clock. It’s a customer, and she’s not happy.
The gift basket she ordered for delivery on Friday didn’t arrive. She wants a full and immediate refund and says if you don’t take care of this right away, she’ll call her credit card company and start a chargeback.
You apologize and begin opening your file to see all the order and delivery details. You assure her that you’ll find out what happened to cause the problem and promise to call her back right away. She’s not listening; all she wants is a refund no matter what you learn.
Now your day is disrupted, and if this is your first call from a disgruntled customer, the call actually makes you nervous.
This situation happened to me in the late 1990s, and I can tell you that my heart was racing as I spoke to the customer.
When you own a business and are in charge of every detail, there’s no one to investigate this dilemma except you, and because of that fact you take every problem personally.
What is your first move? Do you have a written plan of action for this situation, such as mailing the client one of the Top 10 Letters, or will you start to document a procedure as you go through this morning’s motions?
I remember how I handled my first dissatisfied customer. What did you do, and if you’ve not yet received this type of call, what will you do when it happens?
How Anniversary Cards Increase Gift Basket Sales
Do you send clients anniversary cards to mark the month they first ordered from you?
Your administrative records contain all the information you need to begin this campaign.
How does marketing your business through sending Happy Anniversary cards work?
1. Review all clients‘ names and look up the date of their first orders.
Place each name in month order so you know how many anniversary cards to prepare every month.
2. Choose a card with a straight-forward message.
“Thank you for your past purchases. Here’s a gift for you” is adequate.
3. Add the gift, which can range from a discount, dollar amount, credit off the next purchase, gift card, or an edible gift.
Retail stores have the option of including something that the customer brings to the store for redemption.
If you want to increase business, selling to those who’ve already purchased is the way to go. You’ll strengthen ties, expand through referrals, and wish yourself a happy anniversary every additional year you’re in business.
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