'I Don't Sell Stuff'

I attended an end-buyer show a couple of weeks ago. If you’ve never been to one and they are available to you, I highly recommend you check it out. At this particular show, I was able to meet buyers from a number of key potential customers who were interested in promotional items and more. And it has already paid off as I’ve picked up one new client and am being included in an RFP (Request for Proposal) for another.

As I walked the floor, it was necessary to keep my pitch short as there were lines at every booth (and I had a very nice leave behind explaining more with case histories). I started by explaining we are a promotional marketing company and was taken aback when one of the buyers said, “Oh, you can get me the stuff to hand out at these shows.” While I said yes, I also got into my education mode. Because I don’t just sell STUFF.

We are marketing professionals and we are an extension of our clients marketing team. We provide so much more than just stuff.

Granted, I believe this thinking is a throwback to when many in the promotional products business would just drop off catalogs and say, “I can get you anything in these books.” Basically just order takers for stuff. Those individuals were great for my business development because if I saw a client after they did then I would typically get the business.

Today, most people in the “business” recognize that promotional products are a great marketing tool with long-lasting branding potential. We spend time understanding our client’s needs and develop marketing solutions that include promotional products. These solutions can include a promotional item as part of a direct mail program, a full trade show program proposal (including all the trade show materials from booth to banners to apparel to booth traffic building promotional products to games and on and on), leave behinds for potential customers, on-boarding packages for new employees and so much more.

Promotional products basically impact just about every department within a company. Think about it. We’re there to assist the sales team to open doors and close sales; we’re there to help human resources to recognize employees for a job well done; we’re there to help management motivate their employees with incentive programs; we’re there for the marketing department to help remind the community and their customers about what they do and to keep them coming back; and we’re even there for the finance department when they want to stand out to investors.

Right now we are working on a new year’s service recognition program for a client. And, of course, we are developing a number of custom branded items that reflect the company’s image. Why? Because the program will acknowledge the employee’s accomplishments as well as reinforce the company’s mission and goals. They actually said, “We don’t just want the usual stuff out of a catalog.”

I know we all have those clients who just want a bunch of inexpensive stuff to hand out. And at times, we may want to take the easy way out and just show them that stuff. But it’s a disservice to them and all of us when we do so.

We’ve all seen the ROI (return on investment) the right promotional product can have for a business. It is in our best interest to make sure that what we recommend helps them not only achieve their goals but exceed them.

So, we all need to make sure we are asking clients more than just how many do you need and how much do you want to spend?

We need to take some time to review the company’s website, follow them on linked in, Facebook, Pinterest or other social media so we know the innovations and milestones that are coming up. We need to ask questions about their mission and how it impacts their employees and customers. We need to understand their brand limitations (for instance, I know which clients will order alcohol related items and which won’t) and how it can impact our recommendations.

If they are a consistent client, it might be best to keep a calendar of the programs they do so you can have an annual review meeting and discuss the upcoming year. Be a marketing resource partner and not just a stuff vendor. Be proactive with program recommendations. If you are not fully versed in some offering options, most manufacturers and other partners are more than happy to help educate you on the additional areas.

Take advantage of the knowledge you have and you’ll see your sales grow because you are no longer selling just “stuff” for their next show.

Danette Gossett is the founder of Gossett Marketing, co-founder of Promotions Rescource LLC and co-author of the best-selling book "Transform" with Brian Tracy. Danette utilizes her more than 30 years of advertising agency and corporate marketing experience to develop effective promotional campaigns and products for her clients. Visit GossettMktg.com or SalesPromo.org and follow us on twitter @MarketngTidbits.