Awards & Engraving

August '19

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82 • A&E AUGUST 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 Remember that you may have the best website, but it is your job to drive the pros- pects to your site and convince them to be buyers of your products and services. How do you do this? Some of you have processes you have mastered that work. For others, you need to develop a process. Some suggestions that may work for you: • Personal phone calls • Direct mail (keep in mind a 2% return or less is normal) • Personal visit to the prospect (takes time and energy but works because it helps build relationships) • Social structure selling — join service groups, Chamber of Commerce, etc. • Advertising in periodicals (use those that relate to who you sell to) • Walk trade shows and meet those that might use your products • Exhibit at trade shows that relate to your clientele (can be expensive and the results may take time) When our business came through the front door, our selling was of a personal nature — we got to know the clients. We had the opportunity to build relationships that blossomed into sales and recommenda- tions from our clients to others who might need us. Now the buying public goes to our website, so we must appeal to prospects' wants and needs quickly. (Keep in mind that people will still recommend your firm or tell of a problem with your service, it is just a larger, changing world.) We must convince the client that we are honest, capable of doing the job, fair and easy to work with on the project, and stable with good reviews. I s the marketplace open for more competition in my area? This is not nearly as important an issue as it has been in the past. In the past, we conducted our business within a few miles of our store, but with the creation of the internet, you can and likely do business almost anywhere. The internet is your store and it can be great, but having just a website is not the answer. With this fact comes a different way of marketing and selling. Tips for the One- or Two- Person Shop: Part 7 Customer base: who to sell to

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