Making It All About You(r Client): How to Compete with Food Gifts from the Retail Market
October 8, 2014
It’s an unfortunate fact that many buyers don’t realize that they can order their holiday food gifts from you as a distributor—they just don’t know that it’s a service you offer. This can send them straight into the arms of the retail market, where they can find inexpensive holiday gifts. Don’t lose hope! There are ways to combat the direct-sellers:
Emphasize your client’s brand. Gifts from direct sellers and big box stores cannot be imprinted. When your client gives a gift purchased from one of these merchants, they’re giving the branding of the food gift manufacturer, not themselves. When they order their holiday food gifts from you, on the other hand, they’re able to put their logo or imprint on the gift, keeping their company first and foremost when the gift is opened.
Freshness speaks volumes. Gifts from direct-sellers and big box stores have sometimes been made up and sitting in warehouses or on shelves for months, which doesn’t speak for the freshness of the gift. Fresh gifts just taste better—and they send a better message about your client. Wouldn’t their recipients rather open a gift that was made up just before shipment, guaranteeing fresh and delicious food?
Perception is everything. If your client sends a gift from a big box store, their recipients will know it. How will those recipients perceive their gift? Will they appreciate the thought? Or will they remember it more for being a gift anyone could buy from their local big box store? If their recipients regard the gift as anything less than wonderful, how will it affect their perception of your client? Quality speaks for itself, and sending the best naturally results in the best perception of your client.
Keepsakes are lasting reminders. Direct-sellers and big box stores rarely offer food gifts with keepsakes. When the gift is received (without your client’s branding, remember), it’s only a memory once the food is gone; there’s nothing to keep your client’s brand in the recipient’s mind. You, however, can offer your clients food gifts with keepsakes—everything from cutting boards to desk accessories, collectible wooden vehicles to reusable boxes are lasting reminders of your client’s gift, generating goodwill long after the accompanying treats have been enjoyed.
Super-simple shipping. Very few—if any—gifts from the big box stores include mailing cartons. If your client doesn’t intend to hand gifts out in person, this means that they’re going to have a find shipping cartons, assemble the gifts for shipment, and deal with arranging to have each individual gift shipped. Save them the hassle and let them know that you can offer them shipment directly to their recipients. (Historically, about half of the gifts Maple Ridge Farms ships out each year are shipped to individual recipients. That’s a lot of gifts!)
Money-back guarantee. When your client purchases their food gifts from a direct-seller or big box store, they generally get what they get. If there are problems with the gifts, they often don’t have any real recourse to address the problems. When they order through you, however, their satisfaction is guaranteed; if they are not completely satisfied with their gifts, you can work with them and Maple Ridge Farms to reach a resolution that everyone is happy with.
Samples sell. If you’ve presented the benefits and your client is still on the fence, don’t be afraid to sample. Buy one of the gifts from the direct-seller or big box store and present it alongside samples of food gifts from Maple Ridge Farms. It will quickly become apparent that there is no contest: the freshness and quality of a Maple Ridge Farms gift will far surpass the other gift. Being able to see, touch, and taste the difference may be just the impetus your client needs to place their order with you.
Clients may be sucked in to direct-sellers and big box stores by the lure of inexpensive gifts, but is the return what they’re looking for on their investment? Educate your clients—let them know that you are their number one source for food gifts, capable of offering services they’ll never get from a direct-seller or their local big box store, and see the effect on your food gift sales!
Emphasize your client’s brand. Gifts from direct sellers and big box stores cannot be imprinted. When your client gives a gift purchased from one of these merchants, they’re giving the branding of the food gift manufacturer, not themselves. When they order their holiday food gifts from you, on the other hand, they’re able to put their logo or imprint on the gift, keeping their company first and foremost when the gift is opened.
Freshness speaks volumes. Gifts from direct-sellers and big box stores have sometimes been made up and sitting in warehouses or on shelves for months, which doesn’t speak for the freshness of the gift. Fresh gifts just taste better—and they send a better message about your client. Wouldn’t their recipients rather open a gift that was made up just before shipment, guaranteeing fresh and delicious food?
Perception is everything. If your client sends a gift from a big box store, their recipients will know it. How will those recipients perceive their gift? Will they appreciate the thought? Or will they remember it more for being a gift anyone could buy from their local big box store? If their recipients regard the gift as anything less than wonderful, how will it affect their perception of your client? Quality speaks for itself, and sending the best naturally results in the best perception of your client.
Keepsakes are lasting reminders. Direct-sellers and big box stores rarely offer food gifts with keepsakes. When the gift is received (without your client’s branding, remember), it’s only a memory once the food is gone; there’s nothing to keep your client’s brand in the recipient’s mind. You, however, can offer your clients food gifts with keepsakes—everything from cutting boards to desk accessories, collectible wooden vehicles to reusable boxes are lasting reminders of your client’s gift, generating goodwill long after the accompanying treats have been enjoyed.
Super-simple shipping. Very few—if any—gifts from the big box stores include mailing cartons. If your client doesn’t intend to hand gifts out in person, this means that they’re going to have a find shipping cartons, assemble the gifts for shipment, and deal with arranging to have each individual gift shipped. Save them the hassle and let them know that you can offer them shipment directly to their recipients. (Historically, about half of the gifts Maple Ridge Farms ships out each year are shipped to individual recipients. That’s a lot of gifts!)
Money-back guarantee. When your client purchases their food gifts from a direct-seller or big box store, they generally get what they get. If there are problems with the gifts, they often don’t have any real recourse to address the problems. When they order through you, however, their satisfaction is guaranteed; if they are not completely satisfied with their gifts, you can work with them and Maple Ridge Farms to reach a resolution that everyone is happy with.
Samples sell. If you’ve presented the benefits and your client is still on the fence, don’t be afraid to sample. Buy one of the gifts from the direct-seller or big box store and present it alongside samples of food gifts from Maple Ridge Farms. It will quickly become apparent that there is no contest: the freshness and quality of a Maple Ridge Farms gift will far surpass the other gift. Being able to see, touch, and taste the difference may be just the impetus your client needs to place their order with you.
Clients may be sucked in to direct-sellers and big box stores by the lure of inexpensive gifts, but is the return what they’re looking for on their investment? Educate your clients—let them know that you are their number one source for food gifts, capable of offering services they’ll never get from a direct-seller or their local big box store, and see the effect on your food gift sales!
