Awards & Engraving

January '20

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64 a-e-mag.com • A&E JANUARY 2020 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 Some say that price has nothing to do with selling the prospect, that what the prospect is looking for is creative talent that can offer a different and unique product. There are those occasions when price is no issue — the client wants the item no matter what the price and they have the resources to make it happen. However, it has been my experience that there just aren't enough of these accounts to maintain most operations. Some will have issues with this state- ment, but we are all different. The point is we each need to make a decision to which direction we will take our individual busi- nesses. This is a fundamental principle for every business, one that often reflects the direction of the business. Ultimately the most important factor in our business is the service we extend and offer the client. It is service that keeps them coming back knowing they can depend on you and what you say you will do… period. The price won't change when the client comes to pick up the order nor will the product they are buying. The product or service should be just what you told them when they placed the order. It is one of the most important decisions you make as to the attributes you choose to include with every order that goes out your door. Your business will not be known just for the item you sell to the client, but also for the extras that you offer your clients and the relationship you build with them. BUSINESS RELATIONSHIPS Tip: When it comes to building a rela- tionship with your clients, it is important to fulfill their needs with the common I sincerely hope that these articles are helping you refocus your direction and purpose. It is so important for each of us to take the time to think about our direction. That is the reason I personally have attended so many trade shows over the years. Being around others who have the same desire as we do reinforces our thinking and inspires our thoughts. Tips for the One- or Two- Person Shop: Part 10 The direction and purpose of your business

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