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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.

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....

Not So Technically Speaking

Dale Denham
Go Mobile or Go Home
Apr 8, 2014

I am, without a doubt, the most mobile CIO in the USA. Name one other CIO that is so committed...

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 Dazzled

Elise Hacking Carr
Go Green or Go Home
Mar 26, 2014

Earth Day is right around the corner. Need ideas for upcoming promotions? Here are three products that scream "I <3...

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...


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...

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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