BNI 789: Special Guest - Dean Stanzel - Power of Thanks

Release Date: February 26, 2025
Host: Tim Roberts
Guest: Dean Stanzel, Owner of Top of Mind Gifts

Introduction

In episode 789 of the "BNI & The Power of One" podcast, host Tim Roberts welcomes a special guest, Dean Stanzel, to discuss the impactful role of thank you gifts in business. This episode delves into strategies for increasing referrals, enhancing client relationships, and leveraging thoughtful gifting to elevate BNI memberships.

Meet Dean Stanzel

Dean Stanzel is the owner of Top of Mind Gifts, a company based in Ontario, Canada. With over three and a half years as a member of the Virtual Chapter Lunch Network for Success, Dean specializes in helping businesses differentiate themselves through unforgettable, strategic gifts. His approach focuses on creating top-of-mind awareness, ensuring that businesses remain memorable to their clients long after initial interactions.

The Importance of Thank You Gifts in Business

Tim opens the conversation by emphasizing the significance of meaningful thank you gifts within the BNI framework. He highlights that many businesses struggle to differentiate themselves and miss out on approximately 60% of referral opportunities because clients do not have them "top of mind."

Tim Roberts [02:53]: "Most businesses find it difficult to differentiate themselves from their competitors... roughly 60% of referral opportunities are missed out on by businesses because clients don't have their name Top of Mind."

Dean concurs, explaining that the essence of effective gifting lies in intentionality and strategy rather than obligation.

Dean Stanzel [05:18]: "If you have a motivation or reason... you can start to look at, okay, if I have a why now, how am I going to execute on that and what is going to make the most sense."

Strategies for Effective Thank You Gifts

A key point of discussion is the strategy behind selecting and presenting thank you gifts. Dean emphasizes the importance of choosing non-consumable items that provide lasting value, ensuring that the gift remains a constant reminder of the business relationship.

Dean Stanzel [06:59]: "Most people again 90% of gifts across the board that are given tend to be consumable... I focus very, very focused niche, niche on what I do and, and that is to provide a non consumable product..."

Tim shares personal experiences, illustrating how high-quality, non-consumable gifts like cutting boards or knives create lasting impressions.

Tim Roberts [09:00]: "We had a one guy gave me a nice cutting board... every time I grilled, I could remember... they did something like that."

The Role of Branding in Thank You Gifts

The conversation shifts to the significance of branding on gifts. Dean discusses the balance between personalization and subtle branding, advocating for a strategic approach that reinforces the business relationship without overt advertising.

Dean Stanzel [12:44]: "It's creating that top of mind awareness too. So there has to be something to be seen. But it doesn't have to be glaring. It's not advertising."

Tim agrees, noting that subtle branding ensures the gift remains memorable without overshadowing its purpose.

Tim Roberts [14:02]: "I love the idea of prospecting with it too... you can see that it stands out as its own product as like a reminder."

Dean Stanzel’s Approach and Products

Dean elaborates on his exclusive focus on Cutco cutlery, explaining that these high-quality, durable knives are perfect for strategic gifting due to their everyday utility and long-lasting presence in clients’ homes.

Dean Stanzel [17:25]: "For the most part I mainly work with Cutco cutlery... they're guaranteed forever... everybody uses knives and they use them every day."

He highlights the scalability of his business model, allowing him to cater to both small-scale and large-scale gifting needs without compromising on quality or impact.

Practical Tips for BNI Members

Dean provides actionable advice for BNI members looking to implement effective gifting strategies:

1. Identify Your 'Why': Understand the purpose behind each gift to ensure it aligns with your business goals.
2. Focus on High-Impact Clients: Utilize the 80/20 rule to concentrate efforts on the top 20% of clients who generate 80% of referrals.
3. Choose Non-Consumable Gifts: Select items that offer ongoing utility and visibility.
4. Incorporate Subtle Branding: Ensure your business is remembered without overt advertising.

Dean Stanzel [10:28]: "I always tell people it would be nice to think that everybody's equal and you should treat everybody equal... the reality is that you need to turn those good clients into advocates..."

Connecting with Dean Stanzel

For listeners interested in leveraging Dean's expertise, he encourages reaching out through the BNI app, where his contact information is readily available. Dean is open to one-on-one meetings, offering personalized advice and referral opportunities.

Dean Stanzel [18:57]: "If you want to talk to me, phone me or email, text and I'll get back to you. And I love doing one to ones..."

Conclusion and Final Thoughts

Tim wraps up the episode by reiterating the value of strategic gifting in maintaining top-of-mind awareness and fostering strong business relationships. He expresses gratitude to Dean for sharing his insights and encourages listeners to implement these strategies to enhance their BNI memberships and referral networks.

Tim Roberts [20:44]: "It's all perfect. Thank you so much."

Key Takeaways

• Strategic Gifting: Purposeful selection of non-consumable, high-quality gifts can significantly enhance top-of-mind awareness and increase referral opportunities.
• Branding Balance: Subtle branding on gifts ensures business visibility without diminishing the personal touch.
• Focused Efforts: Concentrate gifting efforts on high-impact clients to maximize return on investment.
• Consistent Touchpoints: Achieving top-of-mind awareness requires approximately 37 meaningful interactions per year with clients.

By adopting Dean Stanzel's approach to thoughtful, strategic gifting, BNI members can elevate their business relationships, foster loyalty, and ultimately drive greater success through increased referrals.

Connect with Dean Stanzel:
Member of Virtual Chapter Lunch Network for Success
Email: [provided in the BNI app]
Phone: [provided in the BNI app]