Thanking your customers is a small investment that goes a long way towards cementing your relationship with them, boosting customer retention, and building loyalty and trust.
When your customers are businesses, giving them a great read as a gift is an especially effective technique.
In this article let’s look at some ideas of book gifts you can give to your business-to-business customers that can make a great impact in their businesses.
How to Win Friends and Influence People
One of those things that fade the glimmer of owning and running a small business is rushing to a ringing phone, only to find that the caller ID shows it’s an obnoxious client that is calling. The glimmer of course sparks right back up when you get a pat on the shoulder over the phone from a non-obnoxious client.
As a business owner you should always be in the relationship building business with your customers. It is possible to turn an ordinary customer into a very good customer, and an obnoxious one into at least an ordinary customer you can tolerate.
What makes How to Win Friends and Influence People a good book gift idea for business owners and managers?
One of the greatest secrets I learned from the book Perfect Phrases for Sales Professionals by William Brooks & Robert Bacal is that “When you deliver good customer service to your customers, you experience less stress, and less hassle and grief from customers. They argue less. They’re much less likely to insult, and they’re less demanding.”
In a small business, especially service-based businesses, everyone is in customer service, including the business owner or manager.
How to Win Friends and Influence People is one great book that will show you how to get along with people – the good, the bad, and the obnoxious among your customers.
When you can do this, this saves you time, it will help you keep your customers happy, it will help you prevent customers becoming unhappy and taking out their frustrations on you (as by leaving negative reviews on your business listings), and it will help you deal effectively and quickly with customers who are upset and unhappy.
You can make your customers friends and fans of your service business. Dale Carnegie can show you how…
The Customer Magnet
Another situation that fades the glimmer of owning and running your own business is hitting a profit lull – you go for days or weeks or even months will little or no new business, no sales, with nothing to cheer up about. And having to find new customers…
According to Michael Cheney author of The Customer Magnet by Cheney~ How to Find, Attract and Keep Customers for Life, “… some of [your reasons for getting into business] might have included greater freedom, increased income, greater control in your life, more free time to do what you want, ability to take holidays on demand and being your own boss. Throw a few awkward customers into this mix, however, and these dreams start dropping like flies.”
This happens a lot to service professionals and their businesses. The greater freedom you’d hoped for as an entrepreneur feels more like an inescapable prison with your worst customers holding the keys.
Michael Cheney’s book will show you among other things that “it’s never too late to swap out your customer base and get the correct type of customers to replace the wrong type of customers.” This book will show you how to “design” your perfect customer – and how to get a lot of them.
It will also show you how to design a business that fits your dreams and your personality. As Cheney notes in this book, most entrepreneurs struggle because “they either have the wrong type of customers or the wrong type of business…in many cases both.”
Finding yourself in the wrong type of business can be a nightmare, whatever type of customers you have, because you could even become a victim of your own success.
You could find yourself being too busy with our own success, so much so that everything you ever wanted with being busy and having a full schedule becomes a bit overwhelming and tiresome.
If you’re giving your business owner customers a gift for Christmas, or the New Year, or even to mark an important milestone (yours or theirs), why not give them a book that may help them gain greater freedom, increased income, greater control in their lives?
They’ll thank you in droves when they can free up more time as a result, when they can take holidays on demand, when they can enjoy being their own bosses!
Blue Ocean Strategy
Competition in business is a big frustration for any business owner. Blue Ocean Strategy ~ How to Create Uncontested Market Space and Make the Competition Irrelevant by W. Chan Kim and Renée Mauborgne is a very good book to gift any business owner or manager.
Eighty percent of marketing is differentiating yourself from your competitors. It is showing your customers or clients that your product or service is better, faster, cheaper, more popular, useable, or more convenient.
So, as a service-based business you’ve got to discover your niche and become excellent within that niche – find your own blue ocean. Eighty percent of businesses go broke because they fail to differentiate.
As a book gift, Blue Ocean Strategy will show your business owner friend or customer how to discover niches they can dominate in their market, and how to claim market share and retain their customers.
The Thank You Economy
This article is all about giving book gifts to business owners and business managers, so it’s only fair to include this iconic book, The Thank You Economy by Gary Vaynerchuk.
This book is about business-customer communications – the way we communicate, the way we buy and sell, the way businesses and consumers interact online and offline.
As a business owner you have to master how to communicate with your customers in this digital age. On the internet customers have discovered they have a voice, and a lot of clout.
Today customers demand authenticity, originality, creativity, honesty, and good intent from big brands and small businesses alike.
New age marketing finds that as a business owner you’ve got to “revert to a level of customer service rarely seen since our great-grandparents' day, when business owners often knew their customers personally, and gave them individual attention,” according to Vaynerchuk.
Marketing today is not what a company or brand (or a small business) says about itself, but rather what the general public say, think and feel about the business, company or brand. How you communicate is key.
The Thank You Economy is one good book you want to include in your book gift election for business owners, CEOs, and managers.
How To Convert Referrals Into Buyers & Fans Of Your Business
If you're gifting books to service professionals and owners of service based businesses, a book that teaches them how to convert referrals into buyers is a great idea.
Most service professionals struggle when it comes to driving new business and sales. This is because most of them have been taught, or they have come to believe that being good at their business is enough to make them successful.
This can't be further from the truth. The best service professionals are also usually the ones that live paycheck to paycheck, who can hardly pay the rent, when their colleagues who aren't as good professionally are doing pretty well, because they are a lot better at the marketing and promotion.
For service professionals like these, referral marketing is a good marketing strategy because it doesn't involve trying to get as many customers and clients all the time. Your best customers do all the heavy lifting and market your business for you.
Building a referral engine for your business start by learning to convert referrals, who are your best most qualified leads and prospects, because they've been referred by some of your best customers - those who buy from you again and again, and trust you enough that they're happy to recommend your services to their friends or colleagues.
How To Convert Referrals Into Buyers & Fans Of Your Business shows service professionals and owners of service businesses how to get good at converting the referrals you get into buyers first of all, because a referred lead sometimes isn't at the end of the buying cycle, ready to hand you their cash or credit card, plus, they are not your ordinary customer, such as you might get coming through your website - they're a special kind of customer.