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

The Game Changing Attorney Podcast with Michael Mogill

Michael Mogill

Management, Business, Marketing, Entrepreneurship

5.0 • 540 Ratings

🗓️ 2 February 2021

⏱️ 54 minutes

🔗️ Recording | iTunes | RSS

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Summary

"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. Links and Resources The Game Changing Attorney Podcast Michael Mogill Facebook Michael Mogill Twitter Michael Mogill Instagram Michael Mogill LinkedIn Crisp Video Website Crisp Video Facebook Crisp Video Group Twitter Crisp Video Instagram Crisp Video LinkedIn John Ruhlin LinkedIn John Ruhlin Twitter John Ruhlin Website Giftology Group Website

Transcript

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0:00.0	Imagine if you show up to your wife like, hey, honey, here's a diamond ring.
0:05.1	Now I better expect some special favors, you know, the next few nights.
0:09.2	Was that a gift?
0:09.8	No, it's a manipulation.
0:11.4	That's John Rulin, bestselling author of Giftology and world-renowned loyalty expert.
0:16.6	You don't earn brownie points for showing up on Valentine's Day.
0:19.5	You earn brownie points with a relationship showing up on random Tuesdays with a spa package.
0:27.4	I'm Michael Mogul, founder and CEO of Crisp Video, the nation's number one law firm growth
0:32.2	company.
0:32.9	I've built my business through practice, not theory.
0:35.6	Crisp started with just $500 to my name and has grown to over eight figures in revenue
0:39.4	over the last few years, earning a spot on the Inc 500 list of the fastest growing private
0:43.7	companies in America.
0:45.0	Our approach has been to take everything we've learned about generating massive growth
0:48.4	within our own organization and help the country's most ambitious and committed law firm
0:52.5	owners do the same for theirs.
0:54.1	In each episode of this podcast, I sit down with innovative market leaders from the legal industry
0:58.2	and beyond. To learn from those who thrive in the face of adversity, challenge the status quo,
1:02.9	and define what it means to be a true game changer. I sat down with John Ruland to discuss the best
1:08.2	way to get referrals, why it's important to be thoughtful and strategic with radical generosity, and how the simple act of giving a gift can yield a higher
1:15.9	return than any form of marketing. So when people push back, they're like, what's the ROI? I'm like,
1:20.8	it's not R-O-I, it's R-O-R. It's return on relationship. That's coming up on the Game Changing
	...

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