Sep 20, 2022
When it comes to building relationships between a buyer and
seller, gift-giving is a powerful and useful tactic that benefits
both parties. But how can we successfully implement gift-giving
without excess spending on prospects that don’t end up buying? In
today’s episode of Aligned, Sean wraps up his three-part series
with Donald Kelly by discussing proper gift-giving and how any
seller can build and maintain relationships with their
Gifts should not be for everyone:
- Gifts should be mostly reserved for people later into the sales
cycle, or at least in the middle.
- If a seller were to buy gifts for every early-stage prospect,
they’ll face exorbitant costs while also giving gifts to people who
will not place as high a value on it as a buyer with an existing
relationship with the seller.
- Sales should not have control too soon when it comes to
gift-giving; the buyer should be at a designated spot within the
buying process to warrant gift-giving as an environmental
- Sellers should not have private control over their sales data -
if they spend company money to build relationships with clients,
that information should be available to the organization that paid
Bonus environment control: Use NDAs to help control
- In general, it’s best to work with an attorney to utilize NDAs
- NDAs can be signed by both the selling and buying organizations
to build comfort and reduce anxiety, especially in industries full
of proprietary information (i.e. technology and software.)
- It is an olive branch that psychology develops commitment
and introduces the notion of finality within the deal that
encourages the buyer to close.
Aligned Episode Resources:
- Check out the prior two episodes in this three-part series
discussing environmental controls, available on Spotify and Apple
- For more information and content from Donald, visit
thesalesevangelist.com or connect with him on LinkedIn.
- Visit fitzmartin.com for resources, articles, and other
information that helps any business leader foster connections
between their sales and marketing departments.