For many industries and organizations, summer is the often considered “the dead zone.” Employees take vacations, clients don’t respond to your emails, and many travel for conferences and tradeshows. This is often an excuse to sit back, relax, and let your whoever matters the most to your business fly under the radar. We often think “we’ll get in touch with them once summer is over” or “they’ll come by a month or two after fiscal year ends.” We may even think our clients or employees “need a break.” In reality, many of those individuals who you think are too busy or uninterested in the summer are often doing exactly what you’re doing—nothing. What does this mean? It means that summer could be an untapped opportunity to strengthen relationships with your top prospects, clients, donors, and employees.
Since I launched Musser & Company in 2014, our work has been given to 2 Presidents of the United States, Fortune 500 CEO’s, all 32 NFL owners at the Super Bowl, Hall-of-Famers and professional athletes.
As a relatively young company, I am often asked by others in a rather incredulous tone, “How do we do it?” As I think about the influencers who have received our work and the doors we’ve opened, there are two key approaches that we have found particularly effective when trying to make an impact on a big-league influencer.
Think about the best gift you’ve ever received. I’m guessing that the gift was probably personalized in some form or fashion or at least it catered to your personal interests, personality, or values. The bottom line is that personalized gifts are the best gifts. Now, you may be thinking, “I don’t have time to personalize my client gifts.” To make it easy, there are two ways to personalize a client gift—an easy way (requires very little effort) and a more difficult way (requires some effort but it will blow your client away).