Q.
The local members-only warehouse sells lots of gift baskets at a price I
can’t compete against. What can I do to make customers buy from me
instead of them?
A.
There’s nothing you can do about customers who buy gift baskets from a
warehouse.
You must concentrate on the ones who don’t have a warehouse
membership, the ones who are stressed for time and prefer to pick up the
phone and place an order. There are many more of them than warehouse
buyers.
Concentrate on the many that you can serve, not the few who
choose to go elsewhere.
Q. It’s late in the year, and I haven’t marketed my baskets as much as I
to before year's end. Are
there certain people who I can approach right now to buy holiday gift
baskets?
A.
Educators are a great buying group who are in the midst of preparing
class assignments, grading papers and getting ready for exams. Holiday
gifts may be on the bottom of their lists. Approach the educators that
are most accessible to you -- your children’s teachers, your city’s
board of education, college professors, and adult school administrators.
Also approach your physician, dentist, accountant and attorney. All of
them have relationships with others in their industry who may also need
your services. Don’t waste another minute. Start now.
Q.
Is the holiday season a good time to make up with a client that I didn’t
provide with good service earlier in the year?
A.
Absolutely! Hand deliver a single "Back and Better Than Ever" gift of
your choice wrapped with your special, hand-tied bow and packaged in a
glossy bag. Include a note extolling your iron clad, money back
guarantee for any problems that are caused due to your error. If that
doesn’t work, move on to service other clients in the best way possible.
Q.
A client wants 10 gift baskets delivered on the same day, but I’m not
able to make that many deliveries in one day. What do I do?
A.
You want to be accommodating, but sometimes it just can’t be done. You
are not alone. Hire a courier to handle the deliveries and charge the
client accordingly. You can also inform the client that your delivery
person will be traveling long distances in one day, and ask if the
deliveries can be made within two days.
Q.
The holiday gift basket competition in my area is growing. How can
I stand out above the crowd?
A.
Have as many partnerships with other service providers as you can who
will recommend your baskets to everyone they know. That includes
businesspeople in every field. Also, be known for a slogan that everyone
can identify with, and use that slogan on everything you distribute.
Donate your time to local charities that are associated with helping the
needy, and be sure to send news releases about your work to your media
sources. Most of all, cater to your clients and prospects like they are
the only people on the planet. You’ll not only stand out, you’ll shine.
