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Claude: Question About Giving Gifts For Appointments

by upmatthews
33 replies
Claude

I have read you post on giving gifts for appointments, I was wondering what gifts you would suggest using for business (B2B) leads, value of gift (what may seem cheap or overdone) and types of gifts.

Thanks
#appointments #claude #gifts #giving #question
  • Profile picture of the author Claude Whitacre
    It depends on who you are seeing. Is it the President of large corporations? A small business owner? It also depends on how much an appointment is worth to you.

    If you make $100 on a sale, a gift may not be workable. If you make $5,000 on a sale, you can send multiple high end gifts.

    There is also the question of; Should the gift be related to what you sell? For example, you sell internet marketing services...should the gift be a free video promoted on Youtube? Or a fruit basket?

    I'm going to assume that you are selling small business owners, and you are selling something related to internet marketing (because this is that kind of Forum).

    And let's assume you are pitching live. You could offer lunch. You could offer an umbrella.

    And the next question is; Are you offering the gift for an appointment in a sales letter or phone call? Or are you delivering a gift, and then hoping for an appointment?

    It would help dramatically, if you posted your answer to these questions.
    What you sell.
    Selling live, online, over the phone?
    Price point of what you sell.
    Who are you trying to see?
    Are you selling to owners of companies, or hired employees?
    Are you giving a gift first, and then hoping for an appointment, or are you giving a gift for an appointment?

    And giving a gift may not even be the best answer.
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  • Profile picture of the author misterme
    The perfect gift is something that gets you in. Think about it.

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    • Profile picture of the author Claude Whitacre
      Originally Posted by misterme View Post

      The perfect gift is something that gets you in. Think about it.
      I think I could write a whole book, based on the analogies and lessons you can draw from this story. Thanks.
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      • Profile picture of the author misterme
        Originally Posted by Claude Whitacre View Post

        I think I could write a whole book, based on the analogies and lessons you can draw from this story. Thanks.
        It would take you a whole book but notice how I did it succinctly all in one sentence.

        It's like poetry when Mr. Me does it.
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        • Profile picture of the author ewenmack
          Originally Posted by misterme View Post

          It would take you a whole book but notice how I did it succinctly all in one sentence.

          It's like poetry when Mr. Me does it.
          LOL!

          Best,
          Ewen

          P.S. C'mon Claude, where are all waiting for your comeback!
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          • Profile picture of the author savidge4
            The difference between a consultant and a salesman... the consultant relays a message in one sentence. a Salesman blows that one sentence into a book, and sells a million copies.
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            • Profile picture of the author upmatthews
              I apologize for the delay in response, I was out all day. I am selling exhibitor booths and sponsorships for an expo that sell for $500 each. Right now selling on phone and soon will be using direct mail. I am trying to reach the owners of small businesses where possible and management where owners not readily available.

              I haven't started the offer yet, but I am looking give a gift for an appointment on the phone. I want to test different approaches, and was looking for some ideas if you have any.

              Thank you for your response.
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              • Profile picture of the author Claude Whitacre
                Gifts are given to get you in the door, where interest can be built from nothing. There also used when the product/service can't be explained over the phone, and must be shown in a presentation. Honestly, I think the gift is unnecessary, You need to simply state what you are offering.

                For a phone appointment? I think the gift would simply slow the sales process down.
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              • Profile picture of the author DABK
                Had a client once. I convinced him to put on his site a gift offer:

                get the gift if you come in and talk to him about his product. Made sure to emphasize they get the gift whether they buy or not. They just had to ask for it before they left.

                Still works for him. Almost nobody's actually asked for the gift. But people do stop by his office to talk to him about his product. When I was tracking 1 in 16.3 visitors from his area (1 in 31 if you included all... he had visitors from other countries, other states) to his website ended up buying it or it and some other product.

                Maybe you could do similarly.

                Originally Posted by upmatthews View Post

                I apologize for the delay in response, I was out all day. I am selling exhibitor booths and sponsorships for an expo that sell for $500 each. Right now selling on phone and soon will be using direct mail. I am trying to reach the owners of small businesses where possible and management where owners not readily available.

                I haven't started the offer yet, but I am looking give a gift for an appointment on the phone. I want to test different approaches, and was looking for some ideas if you have any.

                Thank you for your response.
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                • Profile picture of the author savidge4
                  Ok I asked what kind of expo. was a bit surprised by the answer actually. so now I have to ask... WHEN is the expo?
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            • Profile picture of the author misterme
              I was posting my least expensive, yet perfect, answer.

              Originally Posted by Claude Whitacre View Post

              Or....I could say it in one sentence, like you did.....on a free forum.
              Totally think a book can come from either.

              Originally Posted by savidge4 View Post

              The difference between a consultant and a salesman... the consultant relays a message in one sentence. a Salesman blows that one sentence into a book, and sells a million copies.
              To the OP, your "gift" at a expo to buyers can be a party to go to. Free booze with pretty people. That gives you the opportunity to chat with the buyers.
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              • Profile picture of the author upmatthews
                The expo is November. I am working the other expo exhibitors list now and once exhausted, will move on to cold calling different categories of related businesses. Thanks for everyone's replies.
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              • Profile picture of the author Claude Whitacre
                Originally Posted by misterme View Post

                To the OP, your "gift" at a expo to buyers can be a party to go to. Free booze with pretty people. That gives you the opportunity to chat with the buyers.
                Great advice.

                A gift you may want to give anyone who talks to you, would be a short guide on how to guarantee that their booth ill make money. It won't get appointment, but it will help them make their experience more profitable.

                But I would certainly do this; Everyone that signs up, you can suggest that they e-mail their customer list to get free tickets to attend the event, and to receive a gift from them (at the event). That way, they will be guaranteed to make some sales, while at the event. Position it as a way for them to connect with their customers. It's nearly free advertising to their customers....and they will have a crack at other vendor's customers as well. That way "The event will be filled with proven buyers".

                Of course, the real reason to send these e-mails is to create a massive attendance from buyers. And that's what the vendors will remember. Want to make your second event effortless to fill? Make the first one pay off for the vendors and attendees.

                So, the points in the pitch are;

                1) e-mail your list to give away free tickets, to guarantee you have your own buyers at the event. The customers will see it as a benefit from you, and you'll already make sales...just from your own buyers.
                2) You'll be also getting the benefit of talking to the buyers of every other vendor. Literally, there is no way to get as many highly likely buyers...in a room at one time.
                3) You'll have an areas where the vendors can meet and talk to each other, to trade leads, market each other's customers, joint venture (Even if they have never done any of this, it sounds like something they would want to do)
                4) You'll also be seeing new prospects that you would never have seen by any other method. People who have paid to attend this expo.

                Want to know how many speaker events (with multiple speakers throughout the day) are filled?
                By each speaker selling tickets to the event to their own list....and through affiliates. Many times, no other marketing is done. That way, all the attendees are proven buyers (of whatever the speakers are selling, usually information products).

                And "Green and healthy" can mean anything. The benefit to you is, almost any vendor will fit. I would mention green and healthy...but I would be more interested in anyone who has set up a booth at an expo before. And even more interest in vendors that paid for advertising in the event hand out. (showing locations of vendor booths, and list of sponsors). Even if a prospect doesn't want to set up a booth, they can sponsor...and buy advertising space.

                Man, I think $500 is way too low. Unless the event is just for one day. I would make it $995 with 200 free ticket to the event...for their customer list.

                There. Now get to work.
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                • Profile picture of the author upmatthews
                  Wow Claude, thanks again. I like what you are saying and the logic behind it. Your right about the cost, the cost for a booth for 2 days in established expos in the area is $695. I just found a healthy type expo in a few weeks (I couldn't find the vendors list, but I will be going to it to poach their vendors - over 100 vendors) that is one day and is $400. This expo has been around 9 years I believe.

                  I discounted the price of the expo as "early bird", but it won't be early any more.

                  I think the 200 free tickets idea is "genius" especially for the first expo. There is an air force base nearby and since the expo is close to Veterans Day, I was allowing all past and current military in free. I want to use this to get publicity from the media in the area.

                  I was wonder what you think of this idea: I am going to have a social media contest 6 weeks before the expo. Something I was considering (might be over-kill) but to have a "contest-in-a-contest" so to speak.

                  The contest rewards people with entries every time they share the event. But what if I had it if the expo's fan page receives 10,000/20,000 - whatever... likes everyone gets in free. Again, I would have press releases to the media for publicity.

                  Do you think that is too much? Good idea? It hits the profit margin, but I am willing to break even on this event to make it a success - looking at future.

                  What do you think?
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                  • Profile picture of the author upmatthews
                    Just realized, the social media idea of having everyone free for FB likes, defeats the value of the 200 free tickets to the vendors.
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                  • Profile picture of the author Claude Whitacre
                    Originally Posted by upmatthews View Post

                    Wow Claude, thanks again. I like what you are saying and the logic behind it. Your right about the cost, the cost for a booth for 2 days in established expos in the area is $695. I just found a healthy type expo in a few weeks (I couldn't find the vendors list, but I will be going to it to poach their vendors - over 100 vendors) that is one day and is $400. This expo has been around 9 years I believe.

                    I discounted the price of the expo as "early bird", but it won't be early any more.

                    I think the 200 free tickets idea is "genius" especially for the first expo. There is an air force base nearby and since the expo is close to Veterans Day, I was allowing all past and current military in free. I want to use this to get publicity from the media in the area.

                    I was wonder what you think of this idea: I am going to have a social media contest 6 weeks before the expo. Something I was considering (might be over-kill) but to have a "contest-in-a-contest" so to speak.

                    The contest rewards people with entries every time they share the event. But what if I had it if the expo's fan page receives 10,000/20,000 - whatever... likes everyone gets in free. Again, I would have press releases to the media for publicity.

                    Do you think that is too much? Good idea? It hits the profit margin, but I am willing to break even on this event to make it a success - looking at future.

                    What do you think?
                    I don't think it's needed. And what about the people who have already paid for tickets?

                    But going to a radio station with 100 free tickets to give away, is a good idea.
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                    • Profile picture of the author upmatthews
                      Yes, I was going to approach the NPR station (Public Radio) with that, their market is what I am looking for.
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        • Profile picture of the author Claude Whitacre
          Originally Posted by misterme View Post

          It would take you a whole book but notice how I did it succinctly all in one sentence.

          It's like poetry when Mr. Me does it.
          Misterme; Yes, and your answer was the perfect one. But there are so many ways that the answer can be used. It is no only an answer, but a principle. I thought it would take a book to explain all the ways the statement can apply to other areas of business...and life.


          Plus, I can sell a 150 page book on Amazon for $10. I can create a set of CDs for $199. A workshop for $1,000...out of that one idea.

          Or....I could say it in one sentence, like you did.....on a free forum.


          I'm just playing with you........but we are both right.


          I just went back and read what savidge4 said. Yup. That also says a great truth in a couple of sentences.
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  • Profile picture of the author Jack Gordon
    ah, expo booths that cost $500... That's refreshing. I am used to paying five to ten times that number for the expos I exhibit in.

    And none of those cheap *******s has ever offered a gift to entice me. They expect me to be sold on the fact that my desired market will be there in droves, looking for the services I offer.

    But you know what? It's more than enough.

    I'm with Claude on this... the only gift that you should be offering is the straightforward presentation that shows an overwhelming value for their $500.

    I would take those resources, and use them instead for gifts to bribe their customers to be lined up outside the door, fighting for standing-room-only space for an opportunity to see what the limited group of expo vendors is offering.

    That is how you are going to capture their interest.
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    • Profile picture of the author upmatthews
      Thanks everyone for your replies. My thinking was while I use outgoing telemarketing to sell booths, have a campaign that would have prospects call incoming to shorten the sales process. I can see where the gift campaign would work best with face-to-face presentations.

      I am having problems getting people to say "yes" because it is the first time for the show. I have discounted the price to $495 because it is the first show. But still having problems getting them pull out their card.

      Any suggestions on how to get them to "yes"
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  • Profile picture of the author Jack Gordon
    You are focused on the wrong thing. Don't worry about the mechanics, work on the message.

    The problem is that you are not making it a no-brainer for them to say yes. You are asking them to take a risk by working with you. What sort of guarantee can you give them that their investment will be a good one?

    I'll reiterate what I said above. They will not be motivated by gifts or bribes. This is not politics. It is small business. They'll be motivated by the size of the opportunity/payoff for them.

    So if they are motivated by the money they'll be able to make at this show, yet this show is an unproven quantity for them (being the first one), how do you overcome that?

    What can you tell them that will make this gamble seem not only worthwhile, but smart?
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    • Profile picture of the author savidge4
      I have found that the secret to selling booths is to not really try at all. Start advertising the expo to the people that will be going, and add a small blurb that limited spots are still available for booths.

      You need to prove that there will be traffic. That is when they will come up off the card.

      What kind of expo anyways?
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  • Profile picture of the author yukon
    Banned
    Have you done your homework?

    Are the businesses your contacting even interested in an expo? Just because someone owns a business doesn't mean they care about expos.

    Have you done any comparison pricing for similar expos in your area? Are your prices the same or higher than well established expos, If so why would a business pick your expo over a well established proven expo?

    Are you targeting businesses that have already participated in past expos? That's probably pretty easy to do by looking at a list of businesses of competition expos from past years (proven buyers).

    IMO, forget gifts & cold calling, go after proven buyers.
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    • Profile picture of the author Claude Whitacre
      Originally Posted by yukon View Post

      Have you done your homework?

      Are the businesses your contacting even interested in an expo? Just because someone owns a business doesn't mean they care about expos.

      Have you done any comparison pricing for similar expos in your area? Are your prices the same or higher than well established expos, If so why would a business pick your expo over a well established proven expo?

      Are you targeting businesses that have already participated in past expos? That's probably pretty easy to do by looking at a list of businesses of competition expos from past years (proven buyers).

      IMO, forget gifts & cold calling, go after proven buyers.
      You got here first. But I was thinking about this today, and had the same idea.
      You just need to call people that are already highly likely to buy expo space. Get lists of past participants. Get on websites of expos, and make a list of the sponsors, and people with booths. Call an expo, that's similar to yours, and play "prospect". Get their price. You can now call only people who have proven to buy expo space, and you can sell for a price they are used to paying.


      If I were selling shoes, I'd want a list of women that have already bought 40 pairs this year. ....not a list of people with bare feet.

      There, that's your answer. Now I have to share credit with Yukon. Darn.
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    • Profile picture of the author upmatthews
      I don't know if I am worrying about the mechanics of it; just want an effective way to get people interested. I recently received an offer from AAA, that if I get a quote for car insurance, they'll send me a $15 gift card for Home Depot, etc. I just happen to need insurance on a vehicle I just bought and my current insurance company just raised my rates for a fender bender after close to 30 years with them. I haven't done it yet, but I will call for the rates and get the gift card - why? Because I am in need of insurance and I might as well get a gift card and a quote I was looking for.

      I will listen to Claude and those that advise to forgo the gift strategy, but here is why I was considering it. I read Claude's post about offering a gift for an appointment, as well as an article by Copywriter Troy White that addressed the same subject and he provided a case study (of sorts) where an offer to buy anyone who made an appointment for a new furnace (HVAC) dinner at a steak restaurant. ($25) Troy contacted the HVAC business owner and asked a few questions.

      He found out that it was still early in the campaign (3 days - I believe) and after 1500 sales letters were mailed; the HVAC guy had received 25 responses for the appointment and steak dinner offer. He theorized that profit on a home furnace was about $1,000, and if the guy closed 50% - he probably made about $12,000 for sending out 1500 sales letters and the cost of approximately $50 for a $1,000 profit. And that was after 3 days.

      The point I believe he was making was that the offer "improved response" of the sales letter and got the people calling the HVAC company after the initial sales letter. Presumably this was of an "in-home" appointment, which Claude addressed; however, the results intrigued me.

      Unfortunately, I am unable to offer a "money-back guarantee"; I can state "You'll make $10,000 or money back". As you may notice, most people selling at a trade show usually sit on their butts and wait for the attendees to ask a question. Not a good way to make sales. I was considering having a webinar to teach exhibitors how I made over $29,000 from one trade show (years ago) as an incentive, but not sure what the response would be.

      I have started with segregating lists. Since the expo is a "green & healthy expo" I compiled list from green chamber members/green home builders, etc. Then a list of businesses that are or have exhibited in other expos in area (some good fit, others not). Then list of all chamber members again some good fit, others not. Then I will be going to targeted businesses under the green/sustainable and health/wellness/fitness categories and contact them.

      I have checked other expo prices and have discounted the expo $200 down to $495, since it is a new event. In the process of putting some bonuses together as incentives.

      Again, thanks for your replies.
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      • Profile picture of the author yukon
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        Originally Posted by upmatthews View Post

        Then I will be going to targeted businesses under the green/sustainable and health/wellness/fitness categories and contact them.
        Maybe hook up with every weight loss/training business in town & give them a discount on booth space in exchange for advertising inside their business location and/or website to help generate traffic at the expo. You wouldn't really be losing any money since advertising already cost money. You would have the best traffic source in town, the places those types of people hang out.
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        • Profile picture of the author Claude Whitacre
          Originally Posted by yukon View Post

          Maybe hook up with every weight loss/training business in town & give them a discount on booth space in exchange for advertising inside their business location and/or website to help generate traffic at the expo. You wouldn't really be losing any money since advertising already cost money. You would have the best traffic source in town, the places those types of people hang out.
          I would hook up with them, but not offer a discount for space. We are only taking about a paltry $500. The free tickets would also be in exchange for counter top space to promote the event, and to promote on their website...along with an e-mail blast to their customer list...from them.
          All the things that they would be doing to promote the event, are also to promote their business. Every vendor pays to promote the event. Every vendor gains.
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          • Profile picture of the author savidge4
            I am going to throw something out here. Out of curiosity I called my Satellite promotions department. ( They will generally pay my booth fees and the like when I do shows ) I suggested I was going to do a show in November. Guess what? they were not going to pay the fee ( I said $125 ) that time of year does not produce "Great" results.

            The reason I called was to confirm the same line of thinking. I looked up "Green Expos" with a quick Yahoo search. ALL of them are scheduled in April and May. IE Spring IE Green. Granted it is still August, and most smaller companies do not book such things that far in advance. but you may have a real hurdle on your hands due to the time of year.

            A contractor is not going to be able to get a job and start on it the following week. A electrician that does solar panels, well the same thing. People are probably not going to be buying compost barrels or the like. - well maybe as a Christmas present. but you are getting the idea.

            Thought about putting together a Christmas expo? may be a bit more timely!

            The only variable in all of this is obviously location. In the deep deep we are talking Florida south you may get away with this. That's right in the time frame that the "Snow Birds" start making their migration. ( with Snow Birds I mean retired folks with 2 houses 1 in the north and 1 in the south ) Or if you are in So Cal or Arizona etc.

            I personally ( well not always me but my team ) we do a lot of shows in a year. I have basically 3 different show setups from a 1 truck setup to a full blown "Booth" and I am going to be honest with you. You would be hard pressed to convince me to buy a space in a "Green Expo" that time of year.

            Kinda my 2 cents worth
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            • Profile picture of the author upmatthews
              Thanks for keeping me on my toes - you scared me for a minute. At first when I read your post, I had that "sick feeling", so looked over my research and Googled "green expos November" and "health expos November" and found quite a few throughout the US. A huge one in SF, MA, and I thought I saw one in WV.

              Then I remembered I had checked for these types of expos in the month of November and found there were expos. It is the tail end of the season as December is a NO NO. and January is the start of the new expo season.

              My thinking when scheduling was (the spring dates were taken at the facility) that it would be a boost of sales at the end of the year for all businesses and the healthy business could capitalize for the New Year craze people have to getting healthy for the new year.

              You are right there are more green expos in spring, because they like to have them around "Earth Day". In fact, if this is a success, I intend to do it myself if the date is open at the facility.

              This not an expo solely for contractors, actually just one part of 17 sub-expos as I call them. One contractor made the comment that a home show was being held in Oct and may affect how many of those type businesses participate. My take on that is it is something I cannot control and if they don't want to market to a different segment of people at that time, so be it. There should be other non-contractor type businesses available. My experience with contractors has been most are a "pain" to deal with anyway. I'll market to them, if they are in fine, if not OK - I'll move on.

              Thanks for your concern and research - I appreciate it.

              Claude- One thing I am going to do with the tickets I give away is to have something printed on the back for door prizes and get their contact info, so I can contact them for future expos - Thanks again!
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              • Profile picture of the author savidge4
                So like I said, I have never run an Expo, but have done more than my fair share of these events. Javitz Center in NYC is always a good time! but anyways....

                I have seen mention that giving tickets away to a radio station would be an idea. but why not offer some tickets to the vendors? I happened to look at a couple of the "Fall" Expo websites. Green Festivals really caught my eye. the Vendor flyer in particular here at the very least is going to give you some data that you may be able to use in terms of traffic. The upsells were interesting to say the least.

                The green show in VA ( not WV ) I have been and done that. stuck out like a sore thumb. it was not an entire waste of time... but watching someone sell santa on a ladder in the thousands and you just sitting there watching, is not enjoyable to say the least! ha ha

                The above website breaks down the categories very nicely. I would have never thought of targeting a Car Dealership, but now that I saw that... that would be a good one or 2 to get. and I am sure due to size of display they will be paying more than $500.

                Didn't mean to rain on your parade! but maybe I have helped a little! Best of luck with this project!
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  • Profile picture of the author Jack Gordon
    Furnaces and insurance are commodity products.

    An expo is an event.

    Two different things entirely. You can offer me a steak dinner, but it won't make a bit of difference in my calculation of whether this expo makes sense for me. I'll decide that based on the quality and quantity of the attendees.

    One thing you haven't mentioned yet is why anyone should consider attending this expo. Are you putting together a program that is going to draw a lot of people who are really interested in living greener lives? What leads you to believe you can actually pull this off?

    That is the key.

    Build a successful program with lots of attendees, and the exhibitors will be fighting for booth space.
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  • Profile picture of the author yukon
    Banned
    OP here's an example of targeting competition expos for vendor list. Example, If you had an RV expo in the Chicago area:

    I'm sure that example is a heck of a lot easier sale than cold calling since those past expo vendors are proven sales.

    At the very least that list (2nd link above) would be a good starting point, that way once you get a few signups you can use those signups as leverage for any cold calling just in case you still have expo booths that need filled. Take your signup list, figure out who their local competition is, make the call & tell the potential expo vendor their competition will be attending the expo. Put them on the spot (in a friendly way), either they signup or their competition gets all the expo traffic.

    Another tip just in case a competition expo website has deleted their past year vendors is to use wayback.com & look at the old vendor list, businesses that have already proven they will pay to attend an expo.

    Example:

    The 2013/2014 example list have a few different vendors on each list, it's still same competition expo website. Now multiple that by surrounding city expos targeting the same niche (ex: RV shows).

    Repeat...

    Another thing you can get from looking at competition expo list is, you'll be able to see who the BIG spenders are, the businesses that buy banner images on the expo vendor website/list. You could possibly use that info. to sell larger booth space during your sales pitch. The lower budget spenders are buying plain text links.
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  • Profile picture of the author Jack Gordon
    I agree, do NOT devalue the tickets publicly. Make sure you are making at least a token effort to sell tickets, even if it is just online and at the door, for full price. It is imperative that anyone who gets a ticket believes it holds great value.

    But, by all means make large quantities available as part of each booth or sponsorship, in radio promos, newspaper giveaways, etc. And play up the value in each of those trades.

    I would be far less concerned about making money in year one for something like this than I would be about making sure every other participant had a good experience.
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    Fifteen Lessons I have learned over 15 years and six businesses (or, My 1000th-Post Manifesto)
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