Awards & Engraving

June '16

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16 • A&E JUNE 2016 PEOPLE BUY FROM PEOPLE Sales & Marketing The type of items and the selling price of these items must be in a zone that is both affordable and accepted by the client base. Yet we must be careful not to be too con- servative in our approach of making the selection of the catalog or website selec- tion. Think of your catalog and website buyers and select items that appeal to the audience that buys your product line. I have observed others who have had 70-year-olds selecting their offering for a market audience of buyers who are 30-45—this could be a big mistake. Target the age, the demographics, income of the buyer, and keep one eye on your competition and observe what they have offered the last few seasons. However, also consider services and products that the competition doesn't offer that might be your key to success. The one who wins is the one who is creative and inventive with new items and creative products and one who is a leader, not someone who is always playing catch-up. One of the tricks to survival is a mindset that encourages having a vision to look ahead, not behind. WHEN TO FOLLOW UP ON A PROSPECT How do you follow up with the pros- pects that come in but don't buy? There is no question that it will become virtually impossible to follow up on everyone who makes an inquiry to buy from you but doesn't. This is because, as your business grows and your schedule becomes more difficult, you simply will not have the time to follow up on everyone who shows an interest in your products. However, there will be times when you should follow up and stay in touch with certain prospects. You need to develop a sixth sense about who might be a good prospect and who is wasting both your time and theirs. You will do this only after some successful ventures and some wild goose chases; learn to study your victories and those that don't work out. Only the cultivating of this talent will teach you how it works. You are in an amazing business that can take you and your family to highs you may never have thought possible. Your business is not just your livelihood, but it can be one of your best friends and most satisfying accomplishments. Congratu- lations on choosing to be in this terrific industry where you deal with so many winners in life just like you. If you have any questions, feel free to call 1-317-546-9000, e-mail me at or write me at Stephen L. Capper A-1 Awards, Inc. 2500 North Ritter Avenue Indianapolis, IN 46218 Stephen Capper, along with his wife, Nora, and their daughters, Jami and Toni, owns and operates A-1 Awards, Inc. in Indianapolis. He has been associated with the awards and rec- ognition industry since 1958, and has given numerous seminars since 1979. A&E

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