John Ruhlin

Investing in Relationships

5 Parts to the Giftology System:

  1. Personalization – Make the gift about them. Whether you’re a janitor or a billionaire, we all want to be treated like individuals. Personalization has to be central to relationship building. 

  2. The Inner-Circle – If you want your $100 investment to have $10,000 of impact, you’ll focus on this group of people: the spouse, the assistant or team, the kids, and the pets. Oftentimes, the family and the assistant get the worst side of business. If you can honor those people that are around the executive or the employee, and go all in on them, that spouse or assistant will go out of their way to advocate for you. 

  3. Timing – God has wired us to want to build deep relationships. Yet in business, we all follow the same playbook. The timing of the gift is just as important as what you’re sending. The timing will show that you were doing this because of the relationship, as a “just because” versus: 

    • “You gave me money; here’s your gift.” 

    • “You gave me a referral; here’s your gift.” 

    • “You’ve worked with me for 20 years and put 40,000 hours into the company, here – go pick out your gift out of this cheesy catalog.”

  4. What’s the most I can do? – Showing up for people powerfully and doing the most that you can do when everybody else is pulling back, when our back’s in the corner, you’re showing people that you have their back, and it’s not just with gifts – it’s with time. Can I handwrite a note instead of shooting a text? Can I send them a video versus posting on their Facebook wall? 

  5. What would THEY really want? – In business and personally, it’s so easy to shop with our own eyes. If we like steaks, we send people steaks; if we like golfing, we take people golfing. If we send out a gift, it’s in our company colors with our logo. A gift by its very nature is focused on the recipient. It’s focused all about them. It’s saying, “What would they really want?” 

“At the end of the day, gratitude is not just a feeling. Gratitude is an action. As believers, we should be doubling down and showing up for people generously and doing gratitude – not just feeling gratitude.”


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About John

John Ruhlin is the world’s leading authority in maximizing customer loyalty through radical generosity. He is the founder and author of Giftology and has been featured in Fox News, Forbes, Fast Company, Inc and New York Times. While becoming the #1 performer out of 1.5 million sales reps for one of the world’s most recognizable brands, John developed a system of using generosity to gain access to elite clients and generate thousands of referrals. He and his firm now help automate this process for individuals and organizations like UBS, Raymond James, DR Horton, Keller Williams, the Chicago Cubs, and Caesar’s Palace. John and the Giftology team can help any individual turn their clients into their own personal sales force to drive exponential growth.