Relationships – Page 11 – mardihumphreys.com

It’s Complicated

B2B holiday gift giving was tricky without the constraints of COVID-19. Now, it’s practically a minefield. Does your company have the budget to give corporate gifts nine months into a pandemic? If teams are mostly working from home, will your gift end up at an empty office? Will your clients accept a gift when they can’t possibly know how many unaware-coronavirus-carriers have touched it? When choosing gifts for clients this year, here are five things to consider.

Surprise And Please

Don’t buy people stuff they don’t want just to buy them something.They’re your clients, part of your job is finding out what they like. What have they joked about in meetings? What does their website say about them? Has your sales staff left clues in your CRM? What is on their LinkedIn profiles interests lists? Strive to give gifts that both surprise and please. For example, you could send a gift-wrapped case of quality toilet paper. They won’t be expecting it (surprise) and it gives you the opportunity to make them laugh (please). Hopefully 2020 will be the only holiday season where toilet paper is considered a gift.

Set Reasonable Expectations

Even if your business is growing during COVID-19, it’s counterproductive to flaunt that happy circumstance with an expensive corporate gift. If you give your clients an over-the-top gift this year, what will they expect next year? You are not trying to buy their loyalty. An extravagant gift leaves the impression you’re blissfully ignorant of the current economic climate. The easiest thing for you to do is to give all your clients the same gifts, but they don’t all pay you the same amount, right? (Helpful hint: if they paid you $1000 this year, a $90 gift is appropriate.) Your goal is twofold. One: demonstrate appreciation. Two: emphasize your relationships with these clients are important to you. The same goes for not spending enough money on client gifts. A coffee mug with your logo on it may daily remind them of you, but not in a good way. This is the year to scrutinize your list and decide which clients will receive a gift and which clients will receive a season’s greetings thank-you note.

Think Small

We’re all in this pandemic together. Buying gifts from local small businesses is a win-win-win. You acknowledge the importance of small businesses to the community in which you and your clients work. You remind your clients what a great community you both live and work in. You and your clients help sustain another business in your community. Most retail small businesses offer gift cards, home-town themed gifts, and some even offer contactless delivery.

Donate To Their Favorite Charity

Give in accordance with both your company’s and your clients’ company values. Your clients are people. They will remember who supported the community during these hard times. This gesture declares you appreciate the relationship your businesses have so much that you want to support the charitable organizations they care about; especially during the pandemic.

Wait For It

Your clients may be receiving lots of holiday gifts right now and yours could get lost in the pile. Think about waiting until January and giving a New Year’s present. This would set you apart, and, thanks to the pandemic, you have a great angle: “Good Riddance 2020!” or “Wishing You a New Year of Both Hope and Growth!”

What is your company gifting your clients this holiday season? Please share your ideas in the comments.

You Can Do Hard Things

Merriam-Webster defines resilience as a noun meaning “1: the capability of a strained body to recover its size and shape after deformation caused especially by cohesive stress and 2: an ability to recover from or adjust easily to misfortune or change.” Thanks to the pandemic, I can apply both of these definitions to my life. 1: My strained body needs to recover its shape after the deformation caused by COVID-19’s cohesive stress. 2. I strive to adjust to pandemic-induced change, but the constant pivoting makes me nauseous.

TMI

For this discussion, let’s stick with the second definition. We talked about a form of resilience in this earlier post. Other ways to think of resilience are Viktor Frankl’s theory of Tragic Optimism, Friedrich Nietzsche’s adage what doesn’t kill you makes you stronger, and even the Serenity Prayer. (I like Erma Bombeck’s version at the bottom of page 11.)

IRL

It’s physically, mentally, and emotionally exhausting to think about our ingrained routines and adjust them for COVID-19. For example: Let’s say you’re a mom with a husband and two kids, one school age and one younger. You work in an office and your husband is a trucker. Every morning pre-pandemic, you:

Kissed your husband goodbye
Dropped your younger child at daycare
Dropped your older child at school
Hit your favorite coffee shop
Went to the office

Now, your husband is constantly on the road, your children are home, and your favorite coffee shop is closed. You’re working from home, but need faster internet to accommodate both your teleconferences and your older child’s online school. Overwhelmed? Resilience is taking baby steps toward solutions.

Buy some quality coffee and make yourself a pot
Call your internet provider and upgrade your speed
Tell your husband you’ll be thinking about him while he’s on his route today
Color with your youngest
Listen to your oldest’s struggle with an assignment
Email your manager. How is he doing? What is the one thing he’d like you to accomplish today?

Whew, you did it! You made it through the day! Take a deep breath and relax.

FTW

COVID-19 fatigue is real. You can get through any trial when you know it’s going to end; like a pregnant woman in labor. With no end in sight, you have to adjust your goals. In his book, Survival Psychology, John Leach describes transitioning from short term survival behavior to long term survival behavior. It seems very similar to the grieving process (e.g., shock, denial, anger, acceptance). One key is self-discipline, but be careful of thinking in absolutes like, “I’ve blown my diet by eating one cookie, so I may as well eat the whole bag.” One lapse does not ruin anything. Try again. Another key is your value system. Keep reminding yourself who you are and what you do. For example, say out loud to yourself:

I’m (your name)
I’m a (what you do) for my clients (or team)
The most important task for me to accomplish today is (your number one priority)
The next step to getting it done is (you get the idea).

Silly? Maybe, but it helps you to both focus and prioritize. Filter your priority list through the company’s current mission statement, which may have shifted because of COVID-19. (E.g., your company went from producing rum to hand sanitizer.) The company’s purpose should drive your daily tasks.

How is your company helping you be resilient? Please share in the comments section.

Getting to Know You

I’ve disappointed Rick Springfield. He told me not to talk to strangers, but I lean more toward young Forrest Gump’s philosophy of business development. There are plenty of services that allow your sales team to send hundreds of emails extolling the virtues of your products/services to strangers. There are even companies with the technology to make hundreds of cold calls for you and when the prospect answers the phone, transfer the call to a sales rep waiting to pitch. I’m usually a big fan of automation, but why would a company reveal their pain points to you when they don’t know, like, or trust you yet? This is why Relationship Marketing is so important.

What Is It?

Relationship Marketing is simply building long-term, trusting relationships with strangers; essentially, developing clients into friends. When your friends face challenges, you want to be the first person they contact for a solution. You should feel the same way about your clients. People need to know you’re authentic in order to trust you. You must be the same person to your clients as you are to your cousins. Unless you’re Tom Hanks, you can’t act like different people in your relationships. Being inauthentic is exhausting and counterproductive.

How Does It Work?

Mom is right. If you want to make a friend, be a friend. Take the initiative. Network. Communicate. Be curious. Provide value without an agenda. Businesses are run by people. Go where the people are. Get personal. Do your homework. There is so much information at your fingertips (e.g., company websites, LinkedIn, business newspapers/websites), find out what their business does and their role in it. Figure out how you can help. The companies you want to partner with need revenue to survive. How can your company help them either attract customers, or save money on their operations? Do they have a problem your company doesn’t fix? Do you know someone who does? Introduce them. While this doesn’t bring you revenue now, proving you want what’s best for their business demonstrates you can be trusted to put their interests before your own. Have a mindset of their success means your success. We get further together than we do on our own.

Why Does It Work?

Giving your clients great experiences differentiates your company from your competition. You have to go beyond persuading them to believe in your brand. Your clients want to be seen. They want you to help them solve their unique issues. They want to give you permission to be on their team. They do not want content forced on them. They want to learn what your company has to offer and what you can do for them in their own time using the communication channels they favor. I can’t think of one business owner who enjoys having their day interrupted by a cold sales call or sifting through all the cold emails they daily receive. However, I can think of several who appreciated a congratulations-on-your-latest-success LinkedIn message.

How do you make new friends in this COVID-19 enhanced Relationship Marketing era? Please share your story in the comments section.