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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.
 

Be Dazzled

Elise Hacking Carr
3 Ideas for Mother's Day Promotions
Apr 23, 2014

Mother’s Day is just around the corner. Here are three ways to make it a memorable occasion for moms everywhere....



Not So Technically Speaking

Dale Denham
Too Many Priorities
Apr 22, 2014

Earth Day. Promotional Products Work Week. Technology Summit. So many topics, which one should I blog about today?...



Compliance Chat

Jeff Jacobs
Promotional Products: If It Ain’t Broke, Leave It Be
Apr 18, 2014

I wrote recently in this space about swag that went wrong for Goldman Sachs at a conference for women in...



Jeff's Rant

Jeff Solomon, MAS
A "Condemned" Supplier Shares the Truth!
Apr 17, 2014

There clearly are companies who operate in ways that are contrary to the traditional supplier/distributor model we are comfortable with....



Selling Smarter

Rosalie Marcus
Speak Now and Sell More!
Apr 15, 2014

How would you like a powerful marketing strategy that can position you as a leader in your field, put you...



Promotional Fashionista

Colleen McKenna
3 Ways to Style an Imprinted Tee
Apr 15, 2014

Imprinted T-shirts are in with the fashion elite. Here's how they are styling the tees....



Beyond Words

Rebecca Kollmann, MAS+
Adapting Your Style
Apr 14, 2014

Many of us have taken a behavioral style inventory at some point in our careers. While the intent of these...



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...



Kiwi's Coaching Corner

Paul  Kiewiet
Without People, Brands Have No Meaning
Apr 10, 2014

Brands are built over time but can be destroyed in an instant. This is why is it critically important to...



The Hot Button

Mary Ellen Sokalski, MAS
Even Retirees Are Doing It
Apr 9, 2014

Even older clients who grew up with the "one-size-fits-all" adult T-shirt as their world are choosing to buy FASHION TEES....



Million Dollar Mindset with Greg Muzzillo

Greg Muzzillo
"Free Crab Tomorrow"
Apr 7, 2014

Joe's Crab Shack offers free crab tomorrow. That's because it's never tomorrow. All we have is today. I've talked to...



Quick Thoughts by Cliff Quicksell, MAS

Cliff Quicksell, MAS
6 Reasons Why Marketing Fails and How to Prevent It
Mar 31, 2014

When it comes to marketing, there are no guarantees. A great marketing idea that is poorly implemented or incorrectly presented...



Be Bold, Be Different, Be Memorable

Rick Greene, MAS
5 Ways to Use LinkedIn to Land New Business
Feb 26, 2014

LinkedIn is a happening place. It is the unsung hero of social platforms and it can indeed be used to...



Mike's Blog

Michael Cornnell
Ads on NBA Jerseys: An Inevitability?
Feb 24, 2014

The NBA may be stating that they're no closer to on-uniform ads than they were in 2011, but that doesn't...



Embellished

Kyle Richardson
New Year, New Site, New Magazine
Jan 31, 2014

This week, we announced the redesign of our home page and magazine. Let us know what you think about the...



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.

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