If you’re running an efficient agency business, at some point, you’re going to want to scale it up. Maybe you want more revenue, or, if you’re protecting your margins, more profit, or maybe you just want to help more people. Either way, you’ll eventually need to scale.
You can scale your agency in two ways: Get new clients, or get new business from existing clients.
Getting new business from existing clients is infinitely easier than getting new clients, and getting new clients from existing (happy) clients is infinitely easier than getting new clients on your own.
The only way to leverage your existing clients into new revenue is if you are top of mind for your type of product or service, or, better yet, your entire category.
This is called “mind share”, and it’s one of the all-time important metrics to hold. It’s why you think of Coke, not Pepsi, when you think about cola. It’s why Band-Aid is the only brand you think of when you think of bandages (even though their primary category is adhesive bandages…). It’s why people drink Starbucks, regardless of how many specialty coffee shops are nearby.
Being top of mind matters. If you can get there, it’s worth staying there.
Beyond going above and beyond with your product or service, one of the easiest ways gain mind share is with a gift.
Any big milestone for your company, or your client, is a great excuse to send a thoughtful gift along. Holidays and birthdays as well – but it’s not as simple as getting some random object with your logo blasted on it shipped over.
You can actually do some harm – so it’s important to be mindful about what kind of message you’re sending with your gifts.
Never, Ever Show Off
Flexing isn’t the objective here. You don’t need to spend thousands of dollars in an effort to show off your success to someone.
A $500 bottle of scotch isn’t memorable if the recipient hates scotch and ends up regifting it.
These are your clients. People you know. People that trust you.
You should know them on a deeper level then they realize, and your gifting should showcase that.
Don’t Be Generic
Don’t be the entrepreneur that sends over some USB charger, or, worse, a pen with your logo slapped on it like it means something. These will rightfully be trashed because they’re unwanted and unneeded. And, worse still, they’ll have the unintended side effect of lowering your brand value with the client.
It will seem as if you’re sending thoughtless and worthless gifts, lowering your overall value and putting a dent in a relationship that can take a long time to recover from.
All from a bad gift!
Being memorable means you’re top of mind whenever the client, prospect, or partner sees your thoughtful gift. They’ll be thinking of you in a good way much more often, helping you stay top of mind.
You actually have to put some thought into your gifts if you want to be memorable.
What kind of person are they? What are their hobbies? What about their passions outside of work? What do they need at their job that would make their life easier? What is something that would make them say “wow”?
Perhaps they’re a fitness guru and love to indulge in some healthy treats around the holidays. Some high-end dark chocolate that fits their definition of an acceptable dessert would be a nice touch.
Maybe they’re a nature lover or outdoorsman. A living, breathing bonsai tree for their office would make a unique and memorable gift that is sure to blow them away.
If they’re a whisky drinker, a bottle of Whistlepig would make a nice addition to their collection.
If they’re a beach lover, something thoughtful like a 4Ocean bracelet will have them thinking of you all year long.
When your client is thinking of you more frequently, even in a very passive manner, they’ll be more inclined to reach out when they hit an issue.
If it’s something you can solve, you’ve got more work. If it’s something you’ve seen before, but can’t solve yourself, you can make an introduction, all of it further raising your stock and all of it lining your pockets a bit more.
And if you’re actually good at what you do, then being top of mind is good for them as well. If someone else is top of mind, their first call will be to someone that will do a subpar job, and that’s not good for anyone.
You’re the best in your field. You owe it to your clients to be the first person they think of when they have the problem you solve.
You owe it to them to dominate their mindshare in your niche. The simplest way to do that is to start being more thoughtful with your gifting.