Growing Relationships and Growing Ivy

My consulting company, Ferrazzi Greenlight, does a lot of work with Ivy Funds. Ivy is an innovative company that uses relationships as a key way to differentiate itself in the market. Business has almost doubled this year.

Kathy Richman, VP Director of Sales, wrote in to let me and my Managing Director Peter know how a Thanksgiving gift worked for the company. I wanted to share her e-mail here.

Peter,

You recall in Jackson Hole, Keith shared the idea with our sales team to send a Thanksgiving gift instead of participating in the mass mailing of December.  We took your advice and sent our very well-received Henckels carving set to our top 3000 clients on November 16. There is no doubt ~ from the responses below ~ we stood out from the crowd this year!!!  The gift was great but the timing is what made it extraordinary!  Would it have stood out so much in December? Doubtful.

In addition, at your suggestion, Peter, we are sending a New Year’s card instead of a holiday card.

*       Many thanks for the tasteful gift from IVY....I do appreciate it!
*       Thanks for the knife set. It's such a perfect gift that I might want to send it to clients. Do you know where/how Ivy orders these?
*       Thanks very much for the cool gift. Believe me, it became the focus of my office for about 15 minutes… Have a great holiday and thanks for the great support (and performance)!
*       Just got a VM from one of our RJ advisors (John Lalley) – he called specifically to thank us for the carving set – said it was "beautiful" and took it home to his wife and she loved it, too! He also mentioned that was a unique gift and perfect for Thanksgiving...
*       Everyone that I have talked to loved it. 
*       I have been in the business for 20 years and this is the best gift ever! 
*       I have received several thank yous- one guy said the package and kit looked sharp.
*       One comment was we were first one to the party!
*       I have had tons of positive feedback on the knife sets.
*       They love it!
*       Thank you so much for the carving set. It is beautiful. I was pleasantly surprised to see it wasn't a box of candy!!!!
*       Since I sent you the last message, I have gotten at least 5 more compliments on the carving sets. People are loving them!
*       Big hit...many calls and emails of thanks!!!!

We look forward to learning more great Relationship Building ideas from FG next week!! Thank you for your partnership!!!

Kathy Richman