Five ways to 'sock' it to your clients – Part 1

01 June 2021 Myra Knoesen

It is often said that if you truly care about your clients, they will care about you. If people know you are thinking about their lives, they are more likely to want to do business with you.

Brad Johnson, Vice President at Advisers Excel, shares a quick story of how he personally created a “Wow” experience to set the stage for how to pull this off in your practice…

Footwear revolution

“Recently, I took a trip to Nashville, the capital of the U.S. state of Tennessee, to meet with a business mastermind group I am a part of. A few hours into the meeting, some comments were made by the group about my socks and those of another member, and how cool they were,” said Johnson.

For any of you who missed this recent men's fashion trend here is a little information. Practical and predictable socks have the misfortune of being stuffed way under the tree and deliberately left off many wish lists. Until the footwear revolution, of paisley, pastel and polka-dotted hosiery started appearing on the ankles of men.

So, why socks? "Why not socks? You get to see that tiny glimpse of a pattern or a design or a colour that they (men) have on. It is totally different then their suit at that moment it gives me something about that person," says GQ style writer, Jake Woolf.

Long story short, Johnson said the new trend in men's fashion is wild and crazy socks.

The start of something big

“After an all-day meeting (and some serious sock envy), another one of the mastermind members and I were riding back to the airport when we started talking socks... Everybody in our mastermind loved the idea of replacing their old boring socks with a brand new wardrobe of fun and edgy business socks, though some were not sure they could pull it off (it being a pretty big fashion leap forward for them). So my friend Wes and I asked ourselves, ‘Why don't we just order them for everyone?’ So we did,” continued Johnson.

A few days later, Johnson said their inboxes started getting flooded with emails. The sock recipients were sending them:

  • Pictures of their new socks;
  • Comments from random strangers about their socks;
  • Stories of their children's and wives' comments about their new sock wardrobe; and
  • One member even updated his entire suit wardrobe to match his brand-new socks.

Power of surprise

“Who knew the fun experience sending a few socks out in the mail and assisting a few guys on their new adventure into men's high fashion could create?” He said.

Johnson said there is nothing more gratifying than witnessing the power of a surprise and seeing how excited people get when you send them something you know they will appreciate and is completely unexpected.

In part two of the article, Johnson uncovers how can you incorporate the power of a well-timed surprise into your business model.




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