WORDS: Suzy Leys, Co-Founder at Style Bundle.
Imagine this. What if your business was driven by kindness instead of being motivated by money alone?
It’s a question posed by author Jill Lublin, who found that businesses with core principles centred around kindness – like generosity, gratitude and compassion – generated surprising outcomes.
“Every business person I interviewed who practiced kindness was happier, made more money, had more prospects and better publicity. They were generally more productive and fulfilled”, says Jill in her book The Profit of Kindness.
In her research she uncovered “using kindness as a currency is a way to create solid relationships that will pay off for years. Kindness is the currency that keeps on giving, it’s remembered and enables you to go faster, further and with more velocity.”
In other words, kindness gets your clients’ attention, it’s recognised, and the effects are longstanding and powerful for your brand.
It’s the acts of unexpected kindness that resonate with your customers. Bringing that kindness to the table throughout their journey with your brand – in real estate or other industries - can have incredible returns for your business.
For example, a simple gesture to show you recognise and relate to what your customer is feeling when they sign on with your company to sell their home – a hand written note to say thank you and welcome on board with us for the journey - shows compassion and empathy. It costs you very little, and it returns a great amount of trust and reassurance, positive sentiment and talkability. Because at the end of the day, this property game is built on relationships and referral of your brand.
Your gifting program should be so much more than just a bottle of champagne on auction day. In today’s market, gifting needs to be executed via a thoughtful strategy devised with your customer at the heart, and along the entire journey, across every touch point your client has with your brand.
So next time you are thinking about the ROI of your client gifting program, shift your focus to the “ROK” (as Jill terms the ‘return on kindness’) and assess the holistic effect generosity can have for your business.