Slow Economy? Simply Slam-dunk Sales
THERE’S A TEAM FOR EVERY SEASON
Just like baseball, basketball and football, promotional items are seasonal. In a time of slower sales, it is good to remember which product is most timely and focus on it. According to Robinson, “Every item is seasonal and it just depends on what [distributors] are trying to sell and what their end-users are trying to buy.” For his team, the end of summer marks the end of water bottle season and that is when he’ll evaluate the company’s performance.
After Tiger Woods muscled through an extra 19 holes with only one good leg to win the U.S. Open, the value of this message should be self-evident. A bad economy reaches into every industry and record energy costs are straining most budgets. Ricci sees this in his everyday routine. “As I work in the field these days it seems that most accounts feel it necessary to express the feelings of a struggling economy,” he explained. “I always take the approach to work harder during these times rather than put your head down and wait for the sun to come out.”
GET AN ALL-AROUND GAME
Only the rarest of rare can totally dominate every aspect of a sport. So good are they that one name identifies them globally—LeBron, A-Rod Venus and Serena. While there are few such instances in the business world (maybe Bill or The Donald), distributors need to think in terms of doing different things when end-users are tightening budgets. “The distributors that I see doing well during these times have all diversified,” said Ricci. “They may have sold strictly corporate in the past but now they are looking at the work-wear market or have hired sales reps to sell to schools.”
While some basic sales strategies may seem obvious or second nature, it’s always good to “practice up” on the basics that helped distributors gain original success. Ricci puts a hopeful light on it, and said distributors should believe, “when one door closes another few open.” Amen to that.