If you send gifts to your clients when they recommend you to people, we have a new idea that’ll make that gesture even more memorable.
And if you don’t send gifts, hopefully reading this will inspire you to start.
As we’ve often said, a successful referral and recommendation strategy should be based on client appreciation, education, and communication.
There are two occasions when we believe it’s right to show your appreciation:
- When you receive the referral, send a handwritten card in the post to thank the referring client
- When the referral converts into a client, send a personalised gift to show further appreciation.
Personalisation > price
If you’ve seen any of the many presentations we’ve given over the years, you’ll know we think the personalisation of the gift is more important than the cost.
Something carefully thought through, which you know your clients will love, is much better than a “standard” gift such as a bottle of champagne or a hamper. No matter how expensive it is.
But there might be an even better alternative.
Instead of sending one-off gifts, consider a subscription to something you know they’ll love.
A subscription-based gift is powerful because when it arrives each month, your client will remember you. More importantly, they’ll also recall why they’re receiving the gift.
To put it another way, you’re turning one touchpoint (by sending a single gift) into three, six, or 12. And research has proven that firms that have more touchpoints with clients get higher referral numbers.
15 subscription ideas to get you started
We’ve spoken with a few advisers and planners who love this idea but don’t know where to start when it comes to sourcing subscriptions.
So, we thought we’d help by making some suggestions.
A quick note to any cynics out there: we have no connection to the companies listed below, and we don’t endorse their products. We’re just trying to make your life easier and provide some inspiration!
Food
Artisan Box: Three- and 12-month subscriptions to artisan food boxes.
The Fine Cheese Co: Crackers and cheese delivered to your client’s door for three, six, or 12 months, with the ability to customise the options.
British Fine Foods: Fresh pies every month for three, six, or 12 months.
Magazines
Magazine.co.uk: A wide range of magazine subscriptions to suit all tastes. This is particularly useful for your clients who’ve retired and might have more time on their hands to take up new hobbies.
Wine
Laithwaites: Send a red, white, or mixed subscription for 12 months.
The Grape Reserve: Subscriptions of red, white, or a mixture for one, three, six, or 12 months.
Cookies
Baked by Steph: Cookies and a variety of themes which can be sent on three, six, and 12-month subscriptions.
Wicked Cookies: A range of allergy-sensitive, gluten-free, and vegan cookie subscriptions.
The Biscuit Baron: A subscription to cookies and biscuits from around the world.
Coffee and tea
Origin: A variety of options that can be sent for three, six, or 12 months.
Twist: A wide range of teas delivered to your clients for six or 12 months.
Books
The Willoughby Book Club: Three, six, and 12-month subscriptions with the ability to select the genre you send.
Teatime bookshop: Send books and a brew (tea, coffee, or hot chocolate) for three, six, or 12 months.
You could also look at sites such as Virgin Experience Days or Not On The High Street for a wide variety of subscriptions.
Feeling inspired?
Hopefully, you like the idea of monthly subscriptions as gifts, and our suggestions have made your life easier and provided some inspiration.
We’d love your feedback on this week’s blog. Please email your thoughts to phil@theyardstickagency.co.uk or call 0115 8965 300.
