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
Have You Started Yet?
Jan 29, 2015

There’s only one sales day left in this month and just 43 left in the first quarter of 2015. Your...

Lights, Camera, Promotion!

Brittany Hahn
Funny Videos Sell
Jan 28, 2015

Adding humor to your video ads can be a profitable move. Bottom line: People buy from companies they like. Don't...

Not So Technically Speaking

Dale Denham
Windows 10 Announced and What Laptop to Buy Next
Jan 27, 2015

Windows 10 is scheduled to be released later in 2015. I am assuming a Q4 release date to be safe...

Compliance Chat

Jeff Jacobs
A Step in the Right Direction
Jan 23, 2015

One of the most frequent points of discussion with distributors this past week during the course of the PPAI Expo...

Jeff's Rant

Jeff Solomon, MAS
A Memorable Week!
Jan 22, 2015

You don’t realize the impact of some things until you have a few days to reflect on what happened. I’ve...

Million Dollar Mindset with Greg Muzzillo

Greg Muzzillo
It's Showtime
Jan 5, 2015

Happy New Year! It’s a new year, and time for the promotional product industry’s two major shows—the ASI show in...

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...

Selling Smarter

Rosalie Marcus
Year-end Tips to Increase Sales Now!
Dec 9, 2014

While some may be slacking off this time of year, savvy promotional products sales professionals know that it's not too...

Beyond Words

Rebecca Kollmann, MAS+
Taming the Monster
Nov 17, 2014

Today, we’re going to look at something very small, but also very important. It’s unseen by many, lurking in the...

Be Bold, Be Different, Be Memorable

Rick Greene, MAS
Setting Annual Sales Goals are a Waste of Time II—Sales Goals Strike Back
Oct 29, 2014

For some people, setting sales goals is not a waste of time. It's all about perceptions, really—perceptions that empower and...

Guest Blogs

Guest Contributor
How Can a 3D Printer Make You Money?
Oct 24, 2014

One of the most difficult parts of getting the sale is showing the customer exactly what they want when they...

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,...


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...

The 4 Steps to Solutions-based Selling


First, I want to thank all of you who attended my talk at the PPAI Expo. For those of you who missed it, I wanted to take this opportunity to fill you in. Now that you know the difference between options-based and solutions-based selling, and can see the benefits of solutions-based selling, I want to show you how to incorporate this information into your sales cycle.

The components of a solutions-based sales cycle are new client meeting, defining solutions, presenting solutions and follow up. Each component is necessary to the success of the campaign and builds on the work completed in the section before it.

1. New Client Meeting
There are many ways a client can enter your sales cycle--networking, referrals, etc. It doesn’t matter how they entered, but it is all about how well you create the experience. The only necessary materials in a New Client Meeting are a blank piece of paper, a pencil and an understanding of Socratic questioning, which we discussed in a previous section. Your job is to listen empathetically to your client's needs and help them to define objectives for their brand, event or campaign. At the end of this meeting you should be able to clearly define your client's brand, their target market and the specific objectives they are seeking to accomplish with your help. Once you have this information you are ready to move to the next step in the sales cycle.

2. Defining Solutions
With a clear understanding of your client’s brand, target market and objectives, you are now ready to reference catalogues and other sales resources. I like to work with my entire team in this stage as they all have unique and valuable insight on the solutions that best suit our clients' objectives. It is at this time in the process that we use the empowered methodology. When a product or event solution is suggested we take the time to make sure it accurately accomplishes each goal identified in the empowered methodology. We compile a presentation with the appropriate solutions, clearly highlighting how they accomplish the objectives of our clients. With our solutions in hand we arrange for a second meeting with our client.

3. Presenting Solutions
This is the most powerful piece of the Kaspo Experience. It is at this time that we will show our clients that we heard them, understood them and identified solutions tailored to their objectives. The presentation begins with a recap of their brand, target market and objectives. At this point our client knows we are on the same page as them and that we were truly listening to what they were saying. We then discuss the products that will accomplish their objectives and, specifically, how they will do that. Notice that we are more than halfway around our sales cycle and this is the first mention of product our client has heard. Talk about a drastically different experience. Lastly we talk about price. We save the price to the end not because we are hiding it, but because it becomes less important with the more value we provide. We have now transitioned from a cost to an investment in the mind of our client. The sale then happens in this stage of the sales cycle when the client chooses to implement one or all of our solutions.

4. Follow Up
Follow up, follow, up. The experience we seek to create is also ingrained in the systems and processes we implement throughout order processing. The client is kept in the loop throughout the processing of the order. They are reassured by their sales representative that their order was placed, that it will reach their in-hands date, that the artwork is correct, that it shipped out, and that was delivered. We are constantly checking in with our client and nurturing the relationship. Once the product is delivered, we follow up again. We confirm with our client that the product was delivered, and with the correct artwork. We also take this opportunity to ask how the experience went, about any future events, or if they know anyone who may benefit from a conversation with us.

After going through our experience, our clients see us as an ally. They know that we are on their side; we are here to make them look like the hero. Our clients now have the knowledge of how our process works and what makes us unique. By empowering their brand, and their customers, we have empowered our brand and turned a client into a believer in our brand.

For more in depth information on this topic you can download our ebook Empowering Brand Loyalty.


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