43 — John Ruhlin — Cut Through Noise, Increase Referrals, and Strengthen Retention
Play • 55 min

"A gift isn't about you. A gift, by its very nature, if you want it to move somebody's heart, better be about the other frickin’ person." - John Ruhlin

  • Why you need to throw everything you think you know about gifting out the window.
  • How thoughtful gestures can foster profitable, long-term relationships.
  • Why you should stop sending merchandise as gifts.
  • How John's elaborate proposal landed him in the ICU.

John Ruhlin: Revolutionizing Gift-Giving

John Ruhlin started out with a simple desire to make some extra cash to fund his way through medical school. He got himself a job as a Cutco Knives sales rep, and after a few short years achieved the highest sales numbers in the company's history — a record he holds to this day.

John has since taken his secret to selling knives and turned it into one of the most successful relationship-building tools out there: Giftology. Through Giftology, John helps businesses to forge steadfast relationships with their stakeholders. He has shared his formula for top-tier gift-giving in his book “Giftology: The Art and Science of Using Gifts to Cut Through the Noise, Increase Referrals, and Strengthen Retention*.*”

Planning: The Key to Great Gifting

You wouldn't buy flowers from a gas station at the last minute for your mom ON Mother’s Day (hopefully), so why would you rush getting a gift for an important client?

John explains why every gift requires forward-planning and lots of thought in order to make the biggest impact — and why gifts shouldn't be reserved only for the holiday season.

ROR: Return on Relationships, Not Investments

It's time to stop thinking about the short-term and how many leads your marketing campaigns bring in and start thinking about the long-term and how to foster your relationships.

We discuss how Giftology can result in huge benefits year after year and why it isn't about one-off gifts.

Key takeaways:

  • Put your money where your mouth is and gift in a way that reflects your brand. Don't present yourself as a Fortune 500 company and send out coasters to "valued clients."
  • The gifts aren't about you, so stop sending lazy presents that reflect YOUR interests. Take the time and effort to find something that the receiver will truly appreciate.
  • We already have a lot of stuff, so tailor your gifts to the individual in a way that will make them meaningful and unique.

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