Awards & Engraving

January '19

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22 a-e-mag.com • A&E JANUARY 2019 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. PEOPLE BUY FROM PEOPLE by Stephen L. Capper, CRM All of us wear all the hats in the beginning of our business and in many cases, we always need to be aware of what is going on in every area of it. This is not to say that we need to micromanage every decision, but we do need to be aware of the decisions being made that repre- sent our businesses. Many times we have someone else that represents our business who can contribute or disrupt our suc- cess, thus it is important for us to have a set of guidelines that help regulate our path to success. As I diversify the "Tool Box" articles, let's look at a few different areas of our business and see how important mar- keting and sales are. During the next series of articles, we are going to broach this often-complex idea of presenting the small shop (one to two person) and the challenge of growing this kind of busi- ness to the next level. Remember that the smaller shops of today often become the major houses of tomorrow. ALMOST EVERY SHOP HAS BEEN SMALL AT ONE TIME The public speaker Les Brown said, "You don't have to be great to get started, but you have to get started be great!" Just remember that almost every shop has been small at one time or another. There is a process from the beginning steps until we can walk by ourselves. Don't be timid about starting out; we all have had to take these steps, and you will find support if you maintain a strict code of ethics and take advice from known dealers with good reputations. T his series is designed for those who wish to focus and realign their purpose. It is also for those who are established and might need to reevaluate their position in the marketplace. Our businesses change, and we must be ready to make the small adjustments and major additions and subtractions that make the big difference in our journey for our personal definition of success. IS YOUR BUSINESS TOOL BOX FULL? PART LXVI Tips for the One or Two Person Shop How to market and drum up profit when you wear every hat

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