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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.
 

Kiwi's Coaching Corner

Paul  Kiewiet
Get Emotional
May 21, 2015

People buy emotionally but justify their purchases logically. When you’re a features and benefits type of salesperson, you’re touching the...



Not So Technically Speaking

Dale Denham
5 Reasons Politics Is Like Sales
May 19, 2015

5 Reasons Politics is Like Sales: Sometimes the people making the decisions are not the people you are talking with....



Jeff's Rant

Jeff Solomon, MAS
One Key to Success in Life and Business
May 14, 2015

I could easily title this commentary “What’s Really Important,” but instead I am going to drill it down to just...



Guest Blogs

Guest Contributor
How Can I Track the Profitability of a Purchase Order in Quickbooks?
May 8, 2015

QuickBooks allows you to set up purchase orders as jobs. A report of profitability by job can be run after...



Million Dollar Mindset with Greg Muzzillo

Greg Muzzillo
11 Keys to Great Success in Life and Business
May 4, 2015

There are many common keys to success in building a great business and building a great life. Over the next...



Lights, Camera, Promotion!

Brittany Hahn
The Worst Part of Waking Up
Apr 22, 2015

If you're a caffeine addict, there is nothing joyous about getting out of your cushy bed to cope with the...



Beyond Words

Rebecca Kollmann, MAS+
Swing All the Way Through
Apr 20, 2015

From time to time, I’ve written about a situation involving one of my kids, and after observing something recently, it’s...



Selling Smarter

Rosalie Marcus
What Creates Customer Loyalty?
Apr 14, 2015

Did you know that April is International Customer Loyalty Month? Think about the businesses you consistently patronize. What have they...



Compliance Chat

Jeff Jacobs
The Exact Cause Was Never Determined
Apr 3, 2015

If you read what normally is in this space, you've seen a lot about the protocol it takes to manufacture...



Be Bold, Be Different, Be Memorable

Rick Greene, MAS
My Best Promotion: Infusing Bold Solutions & What We Do Do
Mar 4, 2015

This year, the Be Bold, Be Different, Be Memorable blog postings will have a common theme. Promo Marketing has asked...



Quick Thoughts by Cliff Quicksell, MAS

Cliff Quicksell, MAS
Measure the ROI at Trade Shows (Using the Right Mix of Creative and Promotional Products)
Dec 30, 2014

Every year more and more products are being introduced into the market, and after a while it all looks 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,...



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...



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...



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,...



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...



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...



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.

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