Читать книгу Start & Run a Gift Basket Business - Mardi Foster-Walker - Страница 13

The most effective way to gather your primary data is to arrange personal meetings or a focus group with people who are potential sources of information. A representative from your local Chamber of Commerce, the head of a trade association, an executive from a hotel, the owner of a travel agency, and a corporate executive are a few examples. More than any other information-gathering activity, face-to-face meetings often lead to other important sources for data and will often establish business contacts that could be important to you in the future.

Always telephone well in advance to schedule the meeting. Know the name and proper title of the person you want to see and use it during your conversation. Introduce yourself and briefly indicate what you would like to talk to him or her about.

Prepare yourself for the meeting by reviewing the information you are looking for. Don’t waste time or talk about your plans in too much detail. Write down information as the meeting progresses. Refer to your notes and ask questions to be certain that you get the information you came for.

Bring at least two samples of your gift baskets to show the quality, style, and various price points of your work. Make sure your questions are relevant to the person you are interviewing. Following are some questions for conducting a personal interview with a hotel sales and marketing executive:

(a) Do they now purchase gift baskets for their clients?

(b) How often do they purchase gift baskets?

(c) What type of gift baskets do they purchase?

(d) Are they happy with the quality of the baskets they purchase?

(e) What is the average price of gift baskets purchased?

(f) Do clients in the hotel ask them for referrals of gift basket companies?

(g) Do they have environmental concerns about gift baskets? (i.e., packaging materials or containers left behind for the hotel to dispose of)

(h) What type of products or packaging would appeal to them?

(i) What are their feelings about your gift baskets?

The more questions you ask, the better understanding you will have of your potential customers and exactly what they are looking for. After the meeting, review what you have learned, rewrite your notes, and file them.