Awards & Engraving

October '18

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24 • A&E OCTOBER 2018 PEOPLE BUY FROM PEOPLE by Stephen L. Capper, CRM Stephen Capper, along with his wife, Nora, and their daughters, Jami and Toni, owns and oper- ates A-1 Awards, Inc. in India- napolis. He has been associated with the awards and recognition industry since 1958, and has given numerous seminars since 1979. T his is our second article in the formula for pricing series. Let us continue discussing this important area of every business. A quick review on the ways to have a successful recognition business from the first part of this series (A&E September, page 34): • The part-timer working often from their home; limited hours • The overlapping non-specialist (promotional products and the like) • The neighborhood engraving store just around the corner • The artistic creator making the unique, one-of-a-kind, often higher priced product • The internet competitor; often less expensive, working on volume • The catalog sales company generally working on precise markets We'll next examine the last three points, starting with the artistic creative — the unique, one-of-a-kind, often higher priced product. IS YOUR BUSINESS TOOL BOX FULL? PART LXV Concepts of Building Your Business for Success Section T: Part 2 WAYS TO HAVE A SUCCESSFUL RECOGNITION BUSINESS The artistic creator making unique, one-of-a-kind products Those who are so creative in our industry have remarkable talents and do amazing work. What these folks create are works of art, not just a trophy to celebrate an accomplishment. Frequently these are the type of items that corporations use in advertisements to events. I have several friends who are among these talented people and their business is run differ- ently than the "standard" store that most think of when we mention awards stores. They go to their store everyday constantly thinking of a new vision, always trying to be more creative than the day before and often coming up with a new design that can make the client say, "Wow!" Often these companies are in great demand as they have established a reputa- tion for quality and unique presentation. To create an item from a design concept that relates to the normally high-profile clients who can afford these works of art takes a special team; seldom can one person do it all, and the team it takes to accomplish this is an excitement unequaled. Creating the best of the best that others will strive and work their heart out to win makes the next creation such a challenge. These award creations take a team of several people that can and do work together in order to accomplish a unique product. The team needs to work together like an athletic team does. First, it takes a great sales person who is willing to listen to the client. But the sales person isn't just a listener — they must be able to convey

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