Advertisement
 
CAS

Big Picture Promo

By Matt Kaspari, CAS

About Matt

Kaspo CEO, Matt Kaspari CAS, will elaborate on the big picture of branding and the role of promotional products in creating empowered brands.
 

Not So Technically Speaking

Dale Denham
7 Truths About Electronic Communication in the Promotional Products Industry
Jul 29, 2014

Suppliers and distributors are finally moving forward in improving electronic communications. While there are plenty of hurdles still to overcome,...



Compliance Chat

Jeff Jacobs
So You've Got a Recall. What Now?
Jul 25, 2014

It wasn't very long ago, working as a promotional products end-user client that I thought of product safety as pretty...



Jeff's Rant

Jeff Solomon, MAS
Maintaining Profitability—Part 1
Jul 24, 2014

The news of a well-known supplier with a long history closing their doors stunned the industry recently. This isn’t the...



Selling Smarter

Rosalie Marcus
What's in Your T-shirt Drawer?
Jul 22, 2014

The imprinted T-shirts that you keep and wear can tell a lot about your life, your interests and your priorities....



Kiwi's Coaching Corner

Paul  Kiewiet
What? What? What? (Ask 'What?' Three Times) Part 3 of 'Get Curious About Your Business'
Jul 17, 2014

Most of us never plan. We don’t plan to fail. We don’t plan to succeed either. The purpose of this...



Beyond Words

Rebecca Kollmann, MAS+
Group Text
Jul 14, 2014

Group texts fall into the same category as "reply to all" in an email. They have their place, but should...



Embellished

Kyle Richardson
The Best Laid Plans
Jul 11, 2014

Why it's always smart to keep a planner with your schedule and important documents, and why it's never smart to...



Million Dollar Mindset with Greg Muzzillo

Greg Muzzillo
Are You Suffering from Calculator-itis?
Jul 7, 2014

Are you suffering from calculator-itis? Calculator-itis is a common symptom among salespeople. Most of us suffer from this more than...



Promotional Fashionista

Colleen McKenna
5 Soccer Promotions for After the World Cup
Jul 1, 2014

Studies show that Americans prefer soccer to NASCAR. Here are five items to sell to soccer fans....



Mike's Blog

Michael Cornnell
Interview with Jason Black, CEO of Top Distributor Boundless Network
May 19, 2014

Ranking #19 on the Top 50 List, Black shares his thoughts on the future of the industry and what has...



Be Bold, Be Different, Be Memorable

Rick Greene, MAS
Source Your Inner Iron Man
Jun 11, 2014

Be a hero. Look for opportunities to swoop in and save the day. Source your inner Thor or Wonder Woman....



The Hot Button

Mary Ellen Sokalski, MAS
"How It's Made" Can Make You More
Jun 11, 2014

The show "How Its Made" is celebrating its 22nd season on television. How can we be a hit, season after season,...



Quick Thoughts by Cliff Quicksell, MAS

Cliff Quicksell, MAS
Presentation Keys are Essential to Your Ultimate Success
May 29, 2014

As a speaker, it is imperative to follow a certain set of standards to stay on top of my game....



Be Dazzled

Elise Hacking Carr
Got Control Issues?
May 14, 2014

Does chaos define you? How you respond to certain situations says a lot about your character. Here are five quotes...



Guest Blogs

Guest Contributor
The Anatomy of Emotional Marketing
Apr 11, 2014

You've probably heard the old adage: "It's the thought that counts." This could not be any truer, especially in business. When...



My Two Cents

Rick Brenner
For Promotional Product Sales, Protect Your Client's Brand
Jun 3, 2013

Whether you are selling to a global brand like Nike or to your local YMCA, no single asset is more...



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,...



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...



Marketing and the Selling Function

 
For the past four weeks we have taken an in-depth look at the promotional industry from a marketing perspective. Today I am going to shift gears a bit and make all of this marketing mammer-jammer applicable to the selling function. The fact of the matter is that by understanding marketing, you open the door to solutions-based selling rather than options-based selling and therefore become an investment for your clients rather than a cost.

Options-based Selling
Options-based selling is the result of showing up to an initial client meeting with multiple catalogues, samples, and price points. The majority of the conversation in options-based selling is the different products, different suppliers and different prices available. Clients leave this kind of meeting with a plethora of options, notes and price points. Clients then go back to their bosses and departments, present these options, and all is well until someone says, "Hey I know a guy who can get us the same exact thing for 50 cents less." The sale is gone. Sound familiar?

The problem with options-based selling is that you have positioned yourself as a cost. Your clients will be loyal only until someone or some source comes along with a lower price.

Solutions-based Selling
Solutions-based selling is the result of showing up to an initial client meeting with a pen and a blank piece of paper. The conversation is directed by specific and systematic questions with a majority of the talking done by the client. The client leaves the meeting feeling that you understand their brand, corporate culture and the needs of their customers. You then go back to the drawing board and define solutions that will meet the expectations of your clients. After compiling strategic and specific solutions you then present to the potential client, specifically highlighting how your solutions accomplish their objectives.

In solutions-based selling, you present yourself as an investment rather than a cost. Clients are so pleased that you heard them and addressed their needs that price becomes an afterthought. Your clients epitomize loyalty because they are not easily won over by someone who can cut the price and are willing to refer you to their friends because they know you will take care of them.

In these tough economic times, as we are all trying to become more efficient and cost effective, it is important to position yourself as an investment rather than a cost. With marketing insight you can better understand how your clients are thinking and therefore better address their needs with solutions rather than options.

For a more in depth look at a solutions-based sales cycle, sign up for our talk, "Empowering Brand Loyalty," at the 2013 PPAI Expo.

Companies Mentioned:

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: