Awards & Engraving

January '20

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Page 67 of 84

A&E JANUARY 2020 • 65 Sales & Marketing products, which are available to all your competition. When the client is comparing common products available, it is often the price that determines the victor in the sale. However, it is imperative to the success of your business to develop a unique signature product that you can be known for and identified with in the marketplace. This is not always an easy product to come up with, and it might even be that you offer a unique service instead. Brand yourself and your firm with a distinctive and mean- ingful product or service that appeals to your clientele. Are you planning your business as a storefront or do you think you can do it with a web presence alone? This is so interesting because as we have discussed in several of the last articles, the way in which we market our products and services has changed greatly during the last 30 years. Who we sell to is changing, and the vast array of products that the average rec- ognition business handles has expanded to items we would never have offered a few years ago. In order to increase profit margins, I have seen stores attempt to do too much manufacturing. This can be a problem if you try to do too much actual manufacturing. Tip: Remember when you are in the back room in production, you give up the opportunity to expand your business by not selling. We will spend a great deal of time in the future talking about selling. Without new sales, it is difficult to keep your business growing. Important: Schedule some time every week to make sales calls either in person or some other form of contact. Two people that I have met over the years told me the same story: "Keep in contact with prospects Ultimately the most important factor in our business is the service we extend and offer the client.

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