Writing off the Cheap Talk
Seven tips on rising above price wars with writing instruments
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1) Sell the Experience
One of the biggest steps you can take to avoid a price war is to present your pens as part of a marketing program, instead of just as a logoed product. "A distributor's best opportunity to avoid a price war is by selling an integrated solution rather than just the product itself," said Kristie Schnier, national director of sales and marketing, Sanford Business-to-Business, Oak Brook, Ill. "Service and the 'value proposition' are very important, and when the distributor focuses on the entire experience, it becomes difficult or impossible for the end-user to bid on price alone." Tie your pens and products to a larger campaign, offer a few ways to measure ROI, and watch your commodity woes slip away.
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Michael Cornnell
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