The $1.2M sale from an embroidered pillow

Most gift-based outbound fails because the gifts are forgettable.

When I was building Scorpion (from $20M to $150M), we used a framework called USI—Uniquely Striking Impression—to evaluate potential gifts:

1. Unique: Is this something the prospect rarely or never receives? A branded pen fails. Gourmet cookies pass.

2. Striking: Does it wake them from their daily "hypnosis"? We all walk through life half-paying attention. Your gift needs to jolt them into presence.

3. Impression: Does it leave the right impression about your brand? Premium partners send premium gifts.

Here's what happens when you nail all three:

One of our salespeople was struggling to reach the CEO of a major franchise brand. After months of failure, he discovered the CEO had shared her favorite quote in a magazine interview: "Be authentic and tell lots of stories"—advice from her father.

Our salesperson had the quote embroidered on a custom pillow and sent it to her office.

Result? She called immediately, which led to a relationship, which led to a $1.2 million deal.

The cost of the pillow? About $50.

When your outreach taps into what truly matters to your prospect, you stand out.

CQ

P.S. Want to learn more about my Gift-based Outbound™ strategy? It’s in my book, Anyone, Not Everyone.