Giftology: The Art and Science of Using Gifts to Cut Through the Noise, Increase Referrals, and Strengthen Retention by John Ruhlin

Giftology is a term that refers to the art and science of using gifts to cut through the noise, increase referrals, and strengthen customer retention. John Ruhlin’s 2018 book, Giftology: The Art and Science of Using Gifts to Cut Through the Noise, Increase Referrals, and Strengthen Retention, dives into the practice of how businesses can use gifts to build stronger relationships with customers and drive sales.

Following decades of research and analysis, Ruhlin presents the definitive resource on the power of giver’s edge. Detailing a five-step approach, Ruhlin explains how straightforward executing the right kind of gift-giving can be. He argues that the typical giver’s edge approach is one that is not rooted in reciprocity, but instead is one that is rooted in generosity and an understanding of the customer’s wants and needs. From this, Ruhlin goes on to explain how gift-giving can produce amazing referrals and strengthen customer retention.

The first step of Ruhlin’s approach is to illustrate the importance of the right kind of gift. He identifies five types of gifts: the practical gift, the luxury gift, the consumable gift, the physical gift, and the experience gift. He shows how each type of gift can be used to meet the customer’s need, make them feel special, and increase the likelihood of them referring you to their friends and family.

He then moves on to the second step: preparing the gift. Ruhlin emphasizes the importance of taking one’s time when selecting a gift, adding personal touches to make it special, and timing its arrival. He encourages businesses to think outside the box when selecting a gift and not to be shy of sending something that is thoughtful and unique.

The third step covers the art of presentation. In this step, Ruhlin explains how the presentation of a gift can speak volumes about how much a business values its customer. He recommends sending the gift personally if possible, hiring a courier service for those who are unable to do so, optimizing the packaging for maximum impact, and attaching a handwritten note to add a personal touch.

The fourth step is getting the word out. Here, Ruhlin describes the importance of documenting each gift-giving opportunity and capturing the customer’s reaction on video. Doing so helps capture the customer’s endorsement and can be used to communicate the practice of gifting through social media.

For the final step, Ruhlin explains the power of reaping the rewards. This is the moment when the customer is most likely to refer the business, and Ruhlin recommends asking customers to support the business through social outreach, word-of-mouth referrals, and the sharing of the business’s success story.

Giftology: The Art and Science of Using Gifts to Cut Through the Noise, Increase Referrals, and Strengthen Retention is an invaluable resource for businesses of all sizes who are looking for ways to create a stronger customer base and loyalty program. Ruhlin's approach details a simple five-step process that can be implemented with relative ease and is sure to reap strong results. If you're looking to drive sales and referrals, this book is a must-read.