My goal is to help you, business owner/entrepreneur, learn how to connect, onboard, nurture and end business relationships & transactions through giving. Each company needs a gift funnel to further solidify their brand, effectively demonstrated the client is valued and to maintain a “people first” persona in the business community. When clients or business associates think of your company, they should identify you as a competent professional, but also extremely important, socially adept. In this piece, you will also learn how to build your “gift brand” as an extension of the brand already established and identify when, how and what that entails.
What is a Gift Funnel
To start, a Gift Funnel is the process of cultivating and nurturing professional relationships through strategic gifting. It includes a timeline, a signature gift or gift pattern, coupled with intentional relationship building. Much like a sales funnel, it is a process to encourage a specific response. That response is a more personal relationship with your clients/associates. While this is mostly strategy, the end result should be a genuine connection with those whom you serve.
Why Do I need a Gift Funnel
Your clients are people first. People love thoughtful tokens and the sentiment behind them.
Gifting them a coupon to come back, is for you, not them. Client relations is the single most invaluable tool for a business. Clients are the life of business. Success hinges heavily on their joy and satisfaction. “A job well done” is not sufficient. It is your job to provide quality service. Business is about relationship, so leaving your client feeling as though they made a friend, is the end game.
How to implement a gift funnel
Implementing a Gift Funnel entails several elements. Determine who you are, who you serve and when to gift. The best way to accomplish this is to create a “gift avatar”. A gift avatar is essentially a person on paper. It’s much easier to gift a person rather than a demographic. When you build your gift avatar, give them a name. Assign likes and dislikes, economics, age etc. Literally build a person that embodies your ideal client. Also, consider adding a short personal questionnaire to your welcome packet to learn about your client. This gives you more information to leverage when gifting or sending cards.
Once you establish this information, build your gift brand. When I refer to a “gift brand” I do not mean create an entirely new brand. A gift brand should be an extension of your current brand. The gifts you give, the packaging (colors, accenting), the manner in which you gift are all a part of your gift brand.
A pretty basic gift funnel would look something like this:
Onboarding- Within 1 week of final agreement, send a personalized card and some candies.
Offboarding- Within 2 weeks of offboarding, send a larger gift. A gift box, a stationery set, a subscription. Whatever you choose, do NOT skimp.
Finale- Year anniversary, birthday, Christmas etc.- Send a personalized card and a gift not as extravagant as offboard, but more sophisticated than the initial onboarding gift.
For more information about gift funnels, gift branding, or to get a consultation, I can be contacted at info@CehFloraGifts.com