Awards & Engraving

January '20

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66 • A&E JANUARY 2020 and clients — stay in circulation." Out of sight is out of mind, which lets the prospect forget that you exist. The way in which you keep in contact does not have to be the traditional way of going to the client as the salesperson of old. Today, there are many programs that have been created to put your name before the public. As you think about building your market, think about the type of business you want to create. This is like drawing a picture and put- ting yourself in it. Ask yourself simple ques- tions and create answers that adjust to your lifestyle — we don't all have to be the same. Here are some questions to get you started: • Can I establish a line that several dif- ferent clients can use, or do I have to come up with something new for every order? • Does this client have long-term, well- established relationships with their suppliers and are they open for a new supplier? • Am I listening to the prospect? • What should I choose to market? (Hint: Both my products and me!) • Do I invite the buyer to my business or go to them? • There is only so much business in each marketplace — how do I get my share of the pie? (If you are creative, you could develop a new market of a new product.) • Why would clients buy from me? How can I prove I can do the job? • What does my program (the system that I have spoken of many times in past articles) need? These are but a few of the questions you need to answer, and for those of you who are just starting, there are a couple of questions we are going to examine closer in order to get you thinking about your answers. PRICE POINTS The first one I want to address is, once I choose who and what I want to market to, how do I price the products? Is price going to be as important as other fundamentals? Price isn't everything, but it must be in the customer's ballpark or they will drop you like a hot potato. This means that price is impor- tant to an extent. Talking about pricing is As you think about building your market, think about the type of business you want to create.

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