Corporate gift firm carves niche with service

There's a lot to be said for taking a deep breath and getting focused anew.

Just ask Stephanie LeRude.

Two years ago, her Executive Giftsource was bumping along after seven years of business making some money, to be sure, but still leaving the Reno entrepreneur with questions about her interest in sticking with it.

She called a short time out, thought through what she wanted to do with her business life, remembered why she got into the executive gift business in the first place, and focused on some newly established goals.

Perhaps, LeRude said a few days ago, the biggest decision she made was this: Focus selling efforts on companies that already send gifts to employees, vendors and customers.

Don't waste effort trying to convince other companies of the value of corporate gifts.

The results? Sales are up dramatically, strongly enough that Executive Giftsource in coming days will move into newly purchased quarters at 325 E.

Liberty.

It's a big step for a company that was launched in its owner's home and most recently has been quartered in cramped offices.

If nothing else, LeRude said, her company will have a showroom for customers for the first time.

While mass merchandisers sell corporate gifts, Executive Giftsource seeks to carve a niche for itself with customer service.

"I make it easy for them," LeRude said.

"That's what the mass merchandisers can't offer."

Customer service for LeRude begins with learning everything she can about the giver's intentions for example, is the gift for an individual or for the entire office? and includes emphasis on the need to provide a quality gift.

"A low-quality gift means you didn't put much thought into it," LeRude said.

"If you're sending a high-quality gift it will be memorable."

Such as? How about a personalized fortune cookie? Or a gumball-like machine that dispenses jelly beans with a personalized plate on the front of the machine? Or a gift basket filled only with products that reflect Nevada? From 15 clients in the first year of the business, Executive Giftsource has grown to more than 150 clients and 60 percent of that business comes during the fourth quarter of each year.

During slower periods, LeRude focuses on the relationship-building that is the basis of the firm's work to attract new customers and retain existing ones.

"I have wonderful customers who I work with year in and year out," she said.

"There's such an opportunity if they look at gifts as way to market their business."