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Contents Copyright Stop Sucking at Strategic Gifting Dedication Foreword Introduction Part I: The Power of Giving Chapter 1: The Gift Is a Symbol of the Relationship Chapter 2: Creating a First-Class Experience Chapter 3: Token Thoughts Chapter 4: Give and Take Chapter 5: Surprise and Delight Chapter 6: The Untapped Differentiator Chapter 7: Igniting the Spark Chapter 8: Put Your Money Where It Matters Chapter 9: Don’t Get Lost in the Shuffle Chapter 10: Don’t Break the Bank Chapter 11: The Referral Factory Chapter 12: Getting Their Attention Chapter 13: Casting a Big Net to Catch an Even Bigger Fish Chapter 14: Retention and Loyalty Part II: The Relationship Road Map Chapter 15: Who to Give To? Chapter 16: The Importance of the Inner Circle Chapter 17: Make Them Heroes to Their Kids Part III: Gifting Guidelines Chapter 18: Are You Giving a Promotion or a Gift? Chapter 19: Is Your Gift Best in Class? Chapter 20: Is It Truly Unique? Chapter 21: Is It Practical? Chapter 22: Will It Be Visible? Chapter 23: Is It Lasting? Chapter 24: Is It Universal? Chapter 25: Do You Have a Long-Term Plan? Chapter 26: Does It Allow for Continuity? Chapter 27: What Would They Really Want?
Chapter 28: How Often Should You Give? Chapter 29: When Would It Have the Most Impact? Chapter 30: How Much to Give? Chapter 31: Make Sure You Are in Good Hands Conclusion Bibliography About the Author Acknowledgments
Copyright © 2016 John Ruhlin All rights reserved. Second Edition, February 2018 Giftology The Art and Science of Using Gifts to Cut Through the Noise, Increase Referrals, and Strengthen Retention
ISBN 978-1-7320956-0-1 Paperback 978-1-7320956-1-8 Hardcover 978-1-61961-434-5 Ebook
Dedication This book is dedicated to my incredibly supportive wife and partner in life, Lindsay, and our three spunky and bold daughters, Reagan, Blakely, and Saylor, who all keep me honest, grounded, and inspired.
Foreword
by Shep Hyken
I first met John Ruhlin at the big twentieth-anniversary celebration of Entrepreneurs’ Organization out in Las Vegas. There were twelve hundred other entrepreneurs there, so it was a short five-minute conversation. Then years later, he reached out to me when he and his family were moving to St. Louis, Missouri. We met up for coffee and afterward agreed to reconnect sometime soon. Oftentimes months and even years go by before you hear from someone after grabbing coffee or lunch, but a few days after meeting with John, a package arrived at my office. I didn’t recognize the company on the mailing label. I opened the package and found a beautifully wrapped gift box. Inside the box was a pair of custom-engraved pieces of Cutco cutlery, some of the finest kitchen knives in the world. And there was a handwritten card from John, thanking me for “carving out the time to meet.” I was quite surprised and very impressed. It was at that moment that I became the newest member of the John Ruhlin Fan Club. He blew me away. But when my wife, Cindy, saw the handmade pieces of cutlery with both of our names beautifully engraved into the blades—and no sign of a typical corporate Ruhlin Group logo engraved (a big Ruhlin no-no is to engrave logos and deface the gift!)—I knew we were likely to be lifelong
friends with him and his wife, Lindsay. He not only took the time to acknowledge the valuable hour of time we had spent together (how much is an hour of most people’s time worth?), but he had taken a normal, casual chat over coffee and created what I call a Moment of Magic, one that I will never forget. And most important, to this day I still talk about our meeting and the follow-up gift to friends, to clients, and even on my radio show. I can’t help but think about the guy and his company on a weekly and even daily basis when my wife and I are at home in the kitchen, cooking for our family and friends. It was such a