Thinking outside the (chocolate) box

We've been talking a lot about networking lately, and that's great—it's important to keep yourself out there. But it's also important to look at business you might be able to get from customers you already have: namely, referrals.

When I looked at my own business, I realized that there were a handful of clients who were responsible for bringing in the best work with the largest budgets. So I decided to experiment with a promotion that focused on those elite clients.

Our vehicle was simple but effective: a bright red, oversized Chinese takeout box filled with chocolates, to which we attached a custom card which thanked the clients for their business and asked them to refer us to any friends or associates they knew whom they felt might be a good fit for our services. We included a self-addressed response card to make things easy, and delivered the package by hand on Valentine’s Day.

Of the twelve we sent out, we received six back: a 50% return! Of the six cards that we received, we got 12 referrals. We cultivated 8 relationships and closed about $160,000 in business in the next two months. And our cost? $330 which included messenger services to deliver each package. 

The lesson? When you're good, business will come to you. But that doesn't mean you have to stop going after it yourself. Ask, and you shall receive.

Give chocolate, and you never know what might happen!

(Note: I'll be talking more about this and other kinds of outside-the-box marketing ideas at my upcoming Pricing and Marketing Workshop with Ilise. Check it out if you're in the NY Metro area and looking for new direction and reinvigoration for your business.)

Comments

[Naina]

Neat idea :) How does one make it personalized when 80% of the clients are located internationally and not locally? I wish I could attend your NYC seminar but can't - I'm in India :)