No matter how much you may love the holidays, there’s no denying it’s a crazy season. From company parties to family vacations, it’s a jam-packed couple of months, and it’s easy to let some things fall off your radar.
Perhaps this rings true of your company’s 2015 holiday gifting strategy (or lack thereof). If you missed out on the great nurture opportunity of holiday gifting, there’s no need to stress. Not only do you still have a “holiday” gifting window, you also have other opportunities all year long that can be just as lucrative.
Here are two upcoming holidays you can capitalize on:
- Happy New Year!
What better time for reflection of the previous year and excitement for what’s to come than New Year’s? Send a gift and personalized note that says you’re grateful for your customer’s support over the past year, and you hope the New Year brings success and growth.
- Be my Valentine
If there’s ever a time to show your customers some love, it’s Valentine’s Day! Send a “valentine” to just one customer or send a box of love to an entire office. (We strongly suggest going big on this one. Think pink and red hearts everywhere.)
That said, it’s never a bad time to send a gift.
Who doesn’t love getting a gift “just because?” In fact, these kinds of gifts epitomize what it means to surprise and delight your customers. Sending a gift from your company around Christmas is good (albeit expected). Sending a gift in mid-July as a random act of customer appreciation? Now that’s unexpected—and great.
And while the gift may seem pleasantly random to your customer, for your sales strategy, it’s anything but. Gifting all year round can reignite stalled conversations, close deals and get your contract renewed.
Eight scenarios when sending a totally random gift is the best thing you can do:
- Welcome Them
Who: Customers who are brand-spankin’ new.
Strategy: You did it! All that time nurturing was well spent, and the lead converted to a customer. But you know that’s not the finish line—the relationship is really just beginning. Send a welcome gift to start the journey out strong and show them you value their business.
- Shorten the Sales Cycle
Who: Leads who have become slow or stagnant in converting to customers. We’ve all been there. We’re certain the deal is in the bag, and then…crickets.
Strategy: Reduce crippling time gaps with a gift and personal note to keep your company top of mind and demonstrate that you’re passionate about working together.
- Make Mom Proud—Say ‘Thank You’
Who: Loyal, high-value customers—the ones that have been with you for years or are just a downright blast to work with.
Strategy: Surprise and delight them with a thank you gift and a personalized note expressing how much their business means to you.
- Win Them Back
Who: Customers who haven’t opened, clicked or made a purchase in more than 12 months.
Strategy: Reconnect using a dimensional mail incentive if email isn’t receiving a response.
- Wish Them a Happy Anniversary
Who: Existing customers who are celebrating a milestone with you.
Strategy: Whether they are reaching a year or a decade as your customer, a gift and personalized card lets them know how much their support has meant to you and your company.
- Recover Those Hard Bounces
Who: Subscribers whose email addresses hard bounced. They visited your website, they clicked on every page, they downloaded the case study for Pete’s sake! And now, after all that, their email isn’t working.
Strategy: Refresh their profile using dimensional mail when their email has gone AWOL.
- Simply Celebrate
Who: Customers who have something to celebrate, of course!
Strategy: Perhaps you see on LinkedIn that their birthday is coming up, they got a promotion at their job, or they just had a baby! Send a gift that celebrates the event and show the customer you value them outside of the transactional world.
- Get a Contract Renewed
Who: Customers whose contract is about to expire. While some sales reps view getting a contract renewed as a hurdle, it doesn’t have to be.
Strategy: Use your CRM to get notifications when a customer’s contract renewal is approaching. Send a gift a week or so before you ask for the renewal to make the experience a pleasant one.
There’s really no such thing as a bad time for gifting. Your chance to make an impact with a gift starts January 1st and runs through the last day of December. Now that’s what we call a great window of opportunity.