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Associate Editor

Mike's Blog

By Michael Cornnell

About Michael

Michael Cornnell is Associate Editor for Promo Marketing Magazine.

 

Kiwi's Coaching Corner

Paul Kiewiet
10 Things You Need to Know To Become a Promotional Professional
May 23, 2013

Ten tips for becoming a pro in the promotional products industry....



Big Picture Promo

Matt Kaspari, CAS
The Empowerment Marketing Conversation
May 23, 2013

Having a meaningful rather than demeaning conversation with your customers is the key to a successful brand, product or campaign....



Promotional Fashionista

Colleen McKenna
3 Summer Accessories from Expo East
May 22, 2013

The beach tote, sunglasses and nail polish fit for warm weather promotions.
...



Be Bold, Be Different, Be Memorable

Rick Greene, MAS
Listening 101
May 22, 2013

A good listener is a valuable friend, and a valuable friend is a trusted business partner....



Be Dazzled

Elise Hacking Carr
The Baby Boom: 3 Must-have Maternity Pieces
May 21, 2013

The rumors about Beyoncé’s second pregnancy may be false, but that shouldn’t stop you from outfitting other moms-to-be in promotional...



Not So Technically Speaking

Dale Denham
The High Cost of a Low Training Budget
May 16, 2013

If you train your staff, there's a risk they'll leave; if you don't, there's a risk they'll stay.
...



Jeff's Rant

Jeff Solomon, MAS
Why...?
May 16, 2013

Why... be connected? I've often talked about my love of trade shows and the value of business relationships, which are...



Selling Smarter

Rosalie Marcus
Help! My Customers Know the Codes
May 14, 2013

A promotional products distributor recently wrote me and asked how to handle clients that have figured out the industry's pricing...



Beyond Words

Rebecca Kollmann, MAS+
A Blog of a Different Color
May 13, 2013

When we communicate with others—through a presentation, through graphics or through text in an article—the use of color can truly...



Embellished

Kyle Richardson
Call For Sources: Michigan Suppliers and Distributors
May 10, 2013

Do you work in Michigan, or do you sell into the restaurant industry? I want to hear from you....



The Hot Button

Mary Ellen Nichols, MAS
Have You Cleaned Out Your Teenager's Gym Bag Lately?
May 1, 2013

Performance clothing has changed over the past 10 years: silkier, stretchier, more mesh, even less stinky in some cases. So...



Friday Sales-thought of the Week!

Dale Limes, MAS
Reverse Engineer Your Sales Success
Mar 18, 2013

Steven Covey reminds us that when setting goals ... "Start with the end in mind." That is to visualize the...



Editor's Notes

Nichole Stella
The Perfect Match
Mar 5, 2013

The Super Bowl has also become the Ad Bowl, where brands duke it out to see who has the funniest,...



Compliance Chat

D E Fenton
When a Picture Says a Thousand Words: Bangladesh
Nov 30, 2012

It takes a single negative image to undo even the most successful campaigns in the eyes of your customers—and many...



My Two Cents

Rick Brenner
CPSC General Counsel Clarifies Distributor Responsibilities for Children's Apparel
Oct 8, 2012

There aren't many distributors who would describe themselves as manufacturers. But under CPSIA, the majority of promotional products distributors—at least...



The Sales Challenge

Bill Farquharson
Think and Succeed
May 29, 2012

What would happen if you woke up in the morning and your first thought was, "I am never going to...



Creating More Purposeful Sales Conversations

Lisa Leitch, CSP, MAS
Under 100 Days to Achieve 2011 Goals
Oct 20, 2011

It's hard to believe, but there are fewer than 100 days left to achieve 2011 goals! Are you on track...



Industry Voices

Guest Contributor
In a Recession, Dress Up To Cheer Up
Jan 20, 2010

A few weeks ago, I had dinner with Executive Apparel's president and its director of product development in Orlando, Florida....



8 More Pen-selling Tips You Might Have Missed

By Michael Cornnell | Posted on February 13, 2012
 
On the back of last week's hugely popular article, "On the Ballpoint: 6 facts that help sell pens," here are eight more tips on selling pens published in our magazine that you might have missed.

  1. Consider Direct Mail. Because pens are lightweight and available in different sizes and shapes, using them in direct mail promotions is always an option. (via Scott Pearson, vice president of merchandising for Sweda Company LLC, City of Industry, Calif., from the article "Befriending the Bank: Pitches, products and plans to make the sale with banks and other financial businesses.")
  2. Try Anti-fraud Inks. Some suppliers offer pens loaded with special inks that prevent check fraud dependent on ink washing or manipulation. For banking, financial or similar security-themed promotions, these types of features can be a major selling point. (via Kristie Schnier, national director of sales and marketing for Sanford Business-to-Business, Oak Brook, Ill., from the article "Befriending the Bank: Pitches, products and plans to make the sale with banks and other financial businesses.")
  3. Lose the Pen Book. "Try to avoid the old pen book that overwhelms clients with a presentation that 'throws everything against the wall and hope something sticks,'" said Bill Mahre, president of ADG Promotional Products, Lino Lakes, Minn. Mahre recommended instead figuring out what a client is looking for in a pen in terms of price and marketing purpose, then offering a small selection of fitting choices. "There are many options, so if you clearly understand a client's needs you can create a very specific plan of action which makes it easy for them to say 'yes.'" (from the article, "Official Business: 5 ways to stand out and succeed with office products.")
  4. Personalize Them. "When you add a personalized pen to a stationery piece, or even piece of drinkware, the pen is no longer just an item someone may use for work," said Pete Catone, business development representative for Polyconcept North America, New Kensington, Pa. "It becomes an appreciated gift." (from the article, "Official Business: 5 ways to stand out and succeed with office products.")
  5. Bundle Creatively (and With Cost in Mind). A small an affordable item, pens can sometimes be tacked onto other orders as a minor upsell. Try to bundle creatively when possible, going beyond "You're buying notepads? How about something to write on them with?" by using a clever or off-kilter hook (pens and chocolates for writing a love letter to clients, etc.). Keep in mind however, that even at a base, uncreative level, bundling items can reduce the overall cost of an order for a buyer, making it an appealing purchase if say they were going to buy pens from another source anyway, such as an office supply store. (via Jason Fularz, business development representative for Polyconcept North America, New Kensington, Pa., from the article "Official Business: 5 ways to stand out and succeed with office products.")
  6. Sell the Experience. To get clients to see pens as more than just a commodity item, sell them as part of a marketing effort rather than as a basic tool. "[Sell] an integrated solution rather than just the product itself," said Schnier. "Service and the 'value proposition' are very important, and when the distributor focuses on the entire experience, it becomes difficult or impossible for the end-user to bid on price alone." (from the article, "Writing off the Cheap Talk: Seven tips on rising above price wars with writing instruments.")
  7. Use the Value of Name Brands. A sad (or maybe great) truth of sales is that sometimes a recognizable name-brand can be vital in earning a buyer's trust. "The expectation of quality with brands like Sharpie, Paper Mate, uni-ball, Parker, Quill and Waterman is greatly elevated due to widespread exposure in retail channels," Schnier explained. "Pairing an end-user logo or message with a strong consumer-branded product can add significant value to the entire project." (from the article, "Writing off the Cheap Talk: Seven tips on rising above price wars with writing instruments.")
  8. Know the Product. "When buyers can't discern the differences in potential product selections, then the only possible factor that they can compare is price," said Joe Fleming, general manager for Hub Pen Company, Braintree, Mass. "Thus, the price war begins."

    "Distributors can win this war if they arm themselves with the knowledge of how quality pens are constructed and turn this knowledge into a competitive advantage," he suggested. To do so, he strongly recommended going beyond the catalog page and talking with your supplier to learn as much as possible about the product. Fleming stated that there is a vast amount of qualitative information, like plastic strength or ink quality, that simply isn't printed due to space restrictions. There are plenty of details worth knowing about pen construction, but Fleming specifically singled out product safety and socially compliant manufacturing as areas to investigate. He also stressed the value of getting a sample before the sale and familiarizing yourself with how the pen writes.

    "By obtaining samples of products they're interested in selling and using them prior to offering them to customers, distributors can verify that the quality of workmanship stands up to their expectations," he said. "A distributor's personal recommendation and guarantee means a lot to buyers and can make the difference in getting the sale." (From the article, "Writing off the Cheap Talk: Seven tips on rising above price wars with writing instruments.")

That's it for this week! Thanks for reading everyone, and see you all next Monday!

Like my blog? Why not follow PM on Twitter or Facebook (or just me on RSS or LinkedIn) so you never miss a post? Thanks!

MONDAY MIKE FACT: I picked up a new hippie-dippie shaving cream this weekend and it's preposterously luxurious. My face feels like a smooth, relaxed heaven right now.

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