Awards & Engraving

April '20

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52 • A&E APRIL 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 At the major trade shows in our industry, there are a multitude of related products that you can supply your clients that will increase your profits and assist you in keeping the account satisfied. Remember if your clients are forced to look other places for a product they need or want, you might risk losing them to another competitor who also sup- plies the same product line as you do. You might even sell more of those new products than the products you are selling now. Don't overlook this fantastic oppor- tunity to encourage your existing clien- tele to grow and prosper your business. Remember that your needs change and so do the desires, needs, and wants of your existing accounts. Life is a parade of clients constantly wanting to better their business, and it is our job to help them grow so we can continue to grow. QUESTIONS TO ASK How does this client pay their bills? When we start our business, we imme- diately establish a system that addresses the wants and needs of your business. When we are starting, some want to sell so much that they are willing to extend credit to those who should never receive credit. Run on a cash basis until you have a major client who requires special terms. Think of the major companies that we all thought would be around forever that failed and surprised all of us with their immediate failure, and many credi- tors were left holding worthless invoices. Remember that commerce with a client is never complete until the products and services are paid in full. Anyone can give a product away. H ave you ever asked yourself, can I sell other products to this client? If you are selling a single or just a few products to your client base, I suggest rethinking this business model. It takes too much time and energy to locate and sell a new client and convert them from a prospect to a client. Tips for the One- or Two- Person Shop: Part 12 Growing a client relationship

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