Like any other business product or service, gift baskets must be marketed. Those who promote their businesses do well, and those who don’t will be disappointed.

Three ways to make your gift basket business profitable.

1. Set up a way to capture the names and emails of visitors to your site.

You’ve no doubt been on many websites where a box floats into the page asking you to sign up for a free item.

You can do this by offering a free newsletter, free reports, tips or other item they may value. This list is very valuable. If you don’t capture this contact information, you may have lost the chance to sell to these potential customers forever.

But if you are emailing them announcements, special sales information, gift-giving tips and so on, they are more likely to return or call to buy a gift basket.

2. Sell more to your current customers

Once you’ve landed customers, stay in frequent touch with them. Encourage them to expand their purchases by adding a balloon or other added value for which you can charge an additional fee.

Your current customers are valuable because they’ve already shown faith in your company and product. One example of a company that does this well is Vistaprint. You probably know them for their free business card offer.

Each time I take Vistaprint up on an offer for free postcards, a free t-shirt, or other imprinted product, I must go through several pages of offers to upgrade my order or add additional products. I don’t mind going through these because I’m getting the product free.

How do they make money, you wonder? Well, they don’t offer everything free. And, you must pay to use your own image if you don’t want to use their stock images.

Each time I receive a shipment from them, there’s another little sales booklet offering more free items with the special access code to purchase from their website. They are smart marketers and know that waving the offer of free products in front of me works. Besides, once I receive the products and see the quality of their products I’m much more inclined to buy at regular price.

3. Hustle

The owner of a balloon supply store once shared with me that folks keep calling his store asking if they sell gift baskets. He had to keep turning them away. He said to me, “You gift basket designers aren’t doing your marketing.”

Unfortunately he was right. During the 18 years I’ve been consulting and speaking to gift basket business owners, I’m amazed at how many do very little to go after business. Putting an ad in the paper and putting up a website is not marketing.

To make your business profitable you must

• take advantage of every networking opportunity possible to ask for orders
• follow up on every person you meet at Chamber and network meetings
• keep up with trends such as putting updates on Twitter and Facebook to keep news about your business in the public’s mind
• modify your business to draw in more business. This may mean partnering with another company, raising your prices (some of you aren’t charging enough and people think you must offer an inferior product,)  or changing your designs and offering to meet trends and current demands.

I recently heard a story about a sandwich shop that was in a busy shopping center. During the summer, people kept coming in the store all day long asking, “Do you sell ice cream?”"No,” the owner announced to each person. Finally, he got so annoyed that he put a sign in the window: WE DON’T SELL ICE CREAM.

What would have been a smarter thing for the store owner to have done since there was obviously a demand for ice cream?

Are you meeting current demands of customers, or are you turning away money?

Gift basket designers long for mega orders of 1,000’s of gift baskets, but few actually win these coveted orders.

A Texas gift basket designer, Teresa Nelson, won an import award for handling a 4,000-basket order for which all the items arrived on the same day. She was among three area businesses awarded the 2006 Mayor’s Global Business Award. Teresa was so successful, in fact, that she has had to restrict her company’s growth.

Before you rev up your efforts to go after mega orders, be clear on what’s involved in fulfilling these orders:

1. Confirmation from your vendors, manufacturers and other wholesale sources that all the products you need for the order are available and ready to ship.

2. Adequate capital to order all the inventory. For mega orders, retailers often ask for a deposit, with the balance due upon delivery.

3. Enough warehouse space to store the inventory, and working space to assemble the designs and pack for shipping.

4. A trained staff who can keep meet the deadline in a timely and efficient manner.

5. A delivery service that can handle mega orders if hand delivery is required.

6. Staff to keep your regular operations going while you the mega order is being completed.

Mega orders can help your profits swell if you’ve priced your designs correctly and have everything in place as outlined above. But if you have undercut your competition to get the order or not planned ahead for the reality of completing the order, your hard-won order can become a non-profitable crazy-maker.

Learn about a mega order I turned down when it didn’t promise to make profits for me.

Tradeshows take place year-round, but in summer they are most plentiful. Follow these tips for a fun and profitable visit to a tradeshow.

1. Plan ahead.

• Examine your inventory and supplies and  make a list of your needs.
• Consult your upcoming sales campaigns.
• Consult with your best clients to get ideas of their upcoming gift needs.
• Check on the credentials to attend and pre-register so you don’t have to stand in lines to get in.

2. Prepare to stay for the entire show so you can pace yourself.

• Wear comfortable shoes
• Take easy-to-eat and replenishing snacks such as fruit slices.
• Eat breakfast before you go.
• Carry water.
• Take frequent breaks.

3. Carry essential documents.

• Pack lots of business cards, even before your toothbrush. Most vendors won’t give you a catalog nor take you serious without a business card.
• Carry a list of references and banking information if you want to open accounts.

4. Plan your day when you first arrive at the show.

• Study a copy of the participating vendors and the floorplan.
• Decide where you will start and where you need to spend the most time
• Decide if you’ll attend free seminars and demonstrations since these will take time away from shopping the show.

5. Shop the show wisely.

• Keep in mind that you are shopping for your clients, not yourself
• Remember that you’re at a wholesale show, so please don’t gasp when the vendor announces her minimum case order.
• You are placing orders, not taking products with you, so ask when your order will ship and which carrier they use.
• Make notes as you see items you want. You can order from the company later if you want to think about it.
• Compare prices, terms, and shipping prices.
• Avoid impulsive decisions. Some vendors will put on pressure by offering free shipping or other deals.

Following these tips will ensure that you enjoy the show and make wise shopping decisions.

Looking for a tradeshow near you, check our state by state listing.

Send your gift basket off to its destination with confidence that it will arrive safely. Here are some tips on how to pack pickled peppers or anything else for that matter.

1. Use a heavy corrugated NEW box with flaps. If you must use a used box it should be clean and look new. Be sure to remove all old labels, stickers and postage .

The best buys on shipping boxes will be at packaging supply companies where they are sold in sets of about 20 or 25, depending on size.

2. Your box should be big enough to allow about 3 empty inches around your design.

3. If you create designs with a fan at the top, consider a basket that’s tall enough to allow for the fan. Get these from packaging suppliers or box manufacturers since the average office supply store will usually carry just cube sizes.

4. Place cellophaned or shrinkwrapped gift basket in box. Some designers wrap the finished design in bubble wrap also as an added precaution.

5. Surround the basket with crumpled paper,  loose-fill peanuts or packing foam. Pack tightly so there’s no banging-around room. Avoid packing newspaper in the box. The ink may rub off on recipient’s hands. Not a pretty sight.

6. For a very heavy basket, consider using engineered foam inserts, such as for all four corners, along with the loose-fill peanuts. Many use the two-box or box within a box method for heavy baskets.

7. Avoid shipping chocolate in hot or summer months. If you must ship fragile foods in summer, at least ship them by 2nd day air.

8. Close the packed box tightly and tape securely with a two-inch good quality shipping tape. No cellophane, masking or duct tape. Consider buying a tabletop dispenser for your wide tape. It’s often easier to handle than the handheld dispenser for basketeers.

9. Place a clearly written label on top of box. Print neatly with a very dark black or blue ink and be sure to include zip code.  Avoid using markers or other inks that may run. As a safety precaution put clear tape across the label as well.This prevents the label from popping up at the corners, and helps avoid damage from any potential water contact. The ideal label is the one you create on the carrier’s website. They have bar codes easily read and understood by the carriers.

10. Visit the sites of the major carriers and packaging companies for more detailed information on packing materials and proper packing.

11. You can arrange for pickup, carry your properly packed box to the nearest carrier location or even easier, ship at your local Staples, Office Depot, or other local office supply store.

For the best rates, ship your packages ten business days ahead of preferred delivery date. Waiting until the last minute increases your blood pressure and lowers the likelihood that your gift basket will arrive in a timely manner.

If you’re selling gift baskets  as a home-based business, a vital part of your customer service is your shipping. Even though you work from home, you can have a top-notch shipping department if you plan ahead and take these steps:

1.Make it easy for your customers to order on your website or by phone with an order form that captures all the information you need, especially the customer’s email and phone number.

2. Verify these addresses before your ship. If the address is incorrect the package may return to you or the carrier may charge you a fee for correcting it for you.

3. Become familiar with the shipping rates and deadlines of all major carriers. They are typically based on zone, weight and dimensions of your package and the speed with which you want it delivered.

4. Notify your customer when you receive the order and tell them when it will ship. Then ship in a timely manner.

5. If you use a service such as PayPal, they will collect the credit card information and payment for you (even checks) and enable you to generate a shipping label and packing slip.

6. If you collect payments via another payment system, put your customers at ease by having a secure system in place with its logo prominently displayed.

7. Arrange for packages to be picked up if you have enough frequency. This will save your time and energy for processing orders.

8. Track packages to ensure they arrive on time. Sometimes nervous customers will call to ask if their packages have arrived if they haven’t heard from the recipient.

When your customers place an order they expect shipping to move flawlessly whether you have a home based business or not. Don’t disappoint them.

To ensure that you do a superb job of packing your gift basket, check back for tomorrow’s post,  Pack a Peck of Pickled Peppers.

This  tip may surprise you: Turn away all unreasonable orders that don’t allow you to make a profit.

Sometime during your career as a basketeer someone will ask you to do an order that sounds good on the surface.

For example, a few years ago I was asked by a well-known corporation to create 750 baskets using their products. Their budget was $10 per basket. From their perspective they were spending $7,500, but from my perspective the picture was very different.

In order to make a profit my cost would need to be no more than $3.33. Since my workspace could not handle an order this size, I would need to rent a warehouse for assembly. 

In addition, I would need to hire workers to help me, and rent a truck to make the delivery on a Sunday to the destination which was over 60 miles from my studio. I couldn’t see where I would make a profit.

Furthermore, although the client was providing all the products, I was still expected to provide the container, shrinkwrap or cellophane, filler and the bow.

I began to sense anxiety and disaster looming in my future.

I threw this great-sounding catch back in the river.

Your experience with such a scenario could be very different. If you can crunch the numbers so that you make a profit, then by all means take the order. But remember the wise old saying, “If if smells like a rat, looks like a rat and scurries like a rat, it’s probably a rat.”

Most gift basket designers are in business to offer a quality service and make a profit. You deserve appreciation and respect too.

Learn how to land orders that will make a profit with my audio CD, “Low-Cost Secrets for Landing Corporate Accounts.”

You can’t believe how many times I’ve heard gift basket designers say “I love to design, but I don’t like to sell.” Then they ask how they can go about getting customers.

If you are stockpiling inventory, creating beautiful designs, but not enjoying any sales, then you are a gift basket scaredy cat. You are headed down a course that spells financial disaster and mental distress.

But all is not lost. If you are ready to get over your fear of selling and watch your business prosper, here are seven things you can do.

1. Hire an associate or take on a partner who is skilled at sales. This person’s job will be to gather and follow leads to keep you busy filling orders. You will still to work on your own sales skills but the whole burden won’t be on your shoulders.

2. Become active in your local chamber or business network where you can meet potential customers on a weekly or monthly basis. Focus on building business relationships rather than selling. Getting to know your colleagues will reduce your fear and alleviate their hesitance. Most people buy from companies they’ve gotten to know and trust.

3. Listen to your colleagues and potential clients. Encourage them to talk about their themselves and their needs. The more people talk about themselves, the more they like you.

4. Face the fact that no one is a born salesman. It may seem that way to you as you watch others land accounts with little effort. But the truth is, becoming good at sales takes effort, work, perseverance and practice.

5. Face your fear. You are not alone. Good salesmen have had to overcome shyness, low self-esteem, stuttering, physical deformities and many other hurdles. They were determined to succeed and it was this determination that pushed them to learn and grow. You can too.

6. Take a baby step each day toward getting the sales you need to stay in business. You can learn about this by reading articles, books, subscribing to newsletters, attending conferences and networking with the successful members of the gift basket industry. The Small Business Administration offers tremendous free to low-cost help to businesses in every state.

7. Stop thinking of yourself as an interruption. You are offering a service that clients need. By neglecting to offer your gift basket service, you are depriving potential clients of a service that could help their businesses grow.

When Mother’s Day is celebrated on May 10th this year, Reuters UK  reports that the average consumer is expected to spend $128.89 on Mom based on a survey by the National Retail Federation.  Even though this is a slight dip over previous years, it is still cause for optimism for gift basket designers.

Even though the majority of consumers are still expected to buy flowers or take mom for a specialty outing, 33% report that they will shop for specialty gifts. For gift basket designers this is good news.

Gift baskets are still an attractive choice for Mother’s Day because of the versatility and variety possible. As you create your Mother’s Day designs, keep in mind the following

1. With seven in ten moms  in the workforce, gifts that help smooth the transition from home to work  and back, or make the workplace pleasant are ideal.  Products such as desktop water fountain, picture frames, car commute items such as thermos, and relaxation items fit the bill.
2. Because working moms need help, consider items that ease communication between babysitters and other caregivers: memo pads, checklists, room monitors
3. Modern moms have varied interests that don’t always include cooking. Many also love gardening, traveling pets, and riding Harleys.
4. Moms come in many types: stay-at-home moms may also be working at home; moms may also be baby boomers, lesbian moms or grandmom turned mom again raisingtheir grandchildren.

The ideal gift basket is always the one that best meets the needs and interests of the recipient. But since you are the gift basket expert your customers will look to you for ideas and gift suggestions.

To get more ideas, visit Easy Gift Basket Ideas and Bath and Body Wholesalers.

Now is the time to market your Mother’s Day designs, contact your customers and if you haven’t already done so, display your Mother’s Day designs. That way, you can cash in on the bright outlook for your share of gift sales.

Today’s post is a continuation of this week’s series spotlightiing sources available to help you grow your business and increase your profits.

Gift basket blogs are the ideal way to keep up with what’s going on the industry.  Unlike websites that offer a body of information that may not change frequently, blogs give you new information daily or weekly in keeping with the news, trends, products and services. From gift basket blogs you can learn how gift basket owners are staying afloat during tough times, find environmentally-friendly products, get ideas for marketing for major holidays and celebrations and so much more.

There are three major blogs devoted to helping you grow your gift basket business. You should consult each week or subscribe to their email or RSS services.

1. Gift Basket Business World Blog published by Gift Basket Business World gives insight on news stories, tips on getting customers and marketing to corporate clients.  Recent blog posts on this blog are

• African American Conventions Offer Opportunities for Gift Basket Retailers
• Celebrity Gift Bags Decline, But Don’t Disappear
• Glimpse into Future Trends for Gift Shows

2. Gift Basket Business Blog published by Sweet Survival alerts you to relevant news stories, gives timely tips and recently began sharing ideas donated by others through a blog carnival. See recent posts.

• How to Prepare for Spring Gift Basket Sales (a blog carnival)
• Internet Tools for Productivity and Fun
• How Do You Market?

3. ApexGiftBasketPros published by Lorie Obernauer, owner of  Apex Gift Foods and Keystone Ribbon, offers tips, trends to benefit their loyal customer base. As wholesalers of gourmet food and ribbon supplies, this blog offers a unique perspective on the gift and gift basket business.  Recent posts are

• Marketing Gift Baskets for Administrative Professionals Week
• Resources for Gift Basket Business Owners
• Market Research: What’s the Point?

Come back tomorrow to discover another source of information for growing your gift basket business.