The Game Changing Attorney Podcast with Michael Mogill

43. John Ruhlin — Cut Through Noise, Increase Referrals, and Strengthen Retention

Feb 2, 2021

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"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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