You invite some people over for dinner. You answer the doorbell and welcome your guests into your home. They hand you a bottle of your favorite Merlot. What a delight!
A thoughtful hostess gift builds rapport.
But what if you don't drink? Or what if your guest—who is not Annie Leibowitz—gave you a CD of their vacation photos?
The hostess gift divorced from the recipient's preferences builds distance rather than rapport.
Marketing efforts, like hostess gifts, build either rapport or distance. A thoughtful object, word or action that delivers the message "I care about you" accelerates your business growth.
“Gifts” with the message "Here's why you should care about me" retard your forward motion. As beautiful as your 4-color brochure is, a piece that's all about you is like the vacation photos.
The pharmaceutical industry makes a sizable investment in gifts to give to doctors, and they do it for a good reason. Gift-giving works!
The Law of Reciprocity says the gift recipient is more likely to act in a way that benefits the gift-giver.
Here are some thoughtful gifts that will help you build rapport with doctor prospects:
With each encounter, deliver something to that directly improves the condition of the recipient, solves a problem and shows you care.
© 2019. Vicki Rackner MD. All rights reserved. You may reproduce this post with the following by-line:
Vicki Rackner MD is an author, speaker and consultant who offers a bridge between the world of medicine and the world of business. She helps businesses acquire physician clients,and she helps physicians thrive. Contact her at (425) 451-3777.