Slow Economy? Simply Slam-dunk Sales
TAKE GOOD SHOTS
Some players in a slump will take unwarranted jump shots or swing at every pitch. Perhaps, the better option is to stay in tune with what has worked in the past. Slumping players should shoot from their spot and wait for their pitch. Promotionally, distributors shouldn’t stray from strong, quality products for new riskier ones. This is a sentiment echoed by Chuck Robinson, division sales manager for the Morgan Hill, California-based Specialized Bicycle Components. “Most of the objections are the price point of items out there they are looking to buy,” said Robinson. “But still, selling a high-quality item can in turn reap benefits as far as the projection the company is trying to make. It’s still a high-quality item and that says a lot about their company.”
GIVE THEM A HEAD START
It’s the classic playground goad. Two kids, one of them faster, trying to convince the other to race. It can just take one, “I’ll give you a head start,” and the game is on. In the sales world, one could consider special offers the proverbial head start. “For Game Sportswear,” said Ricci, “offering free embellishment on the opening order or free shipping on a set dollar amount has been effective. Decoration offers for the promotional market is a door opener.” And an open door is very important at a time when marketing departments are looking for places to save money.
DON’T BE AFRAID TO ADAPT TO THE CONDITIONS
As an athlete ages, his or her body does not always respond in the same way. For baseball pitchers, velocity decreases and throws lose their pop. Wise players adapt by learning new pitches, improving control and, most importantly, reading hitters better. Distributors need to follow suit by finding new products, adjusting prices and reading the market. Fauss commented on this effect: “As the originator of the Foam #1 Finger, this item continues to be our No. 1 seller.” He further explained, “As costs continue to rise there will be those that want the same effect at a lower price. To combat this problem we have introduced the Foam #1 Hand in sizes ranging from 3" tall to the popular [original] 18" version.” As he put it, this allowed distributors and end-users to spend less and “still show ’em who’s No. 1.”