Awards & Engraving

June '16

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A&E JUNE 2016 • 63 of quality, service and attention-to-detail you routinely provide your customers. Determine if there is an opportunity to sell them an order of ad specialty items to satisfy their unmet need for having a dependable purveyor in this area. One word of caution: don't use promotional products as a loss-leader (selling them something at your cost) just to get your foot in the door. Most customers in that scenario will expect the same "tremendous bargain" when it comes time to give you a shot at their awards business. In this case, promotional products are just another item on the "appetizers and starters" menu. Likewise, if you have a loyal, regular customer who has a need to complement their recognition program, promotional products may just be the right dessert to finish off their meal. Restaurateurs generally offer appetizers and desserts at nom- inal prices—and slim profit margins—to generate greater revenue. Consider this: Have you ever gone to a restaurant for a meal and only ordered an appetizer or dessert item? Probably not, unless it was the world-famous shrimp in spicy cocktail sauce at St. Elmo's Steak House in Frank Crowe's Indianapolis—handsomely priced at $14.95 for four shrimp. It's worth going out of your way for, but it's just a lead-in to the $60 steak and $75 bottle of wine that you really came for. Good luck and buon appetito! Vince DiCecco is a business training and develop- ment consultant and owner of the Acworth, Ga.- based business, Your Personal Business Trainer, Inc. He has been sculpting his sales, marketing and training techniques since 1979, and he has shared innovative and practical ideas in his semi- nars on business management excellence at past NBM Shows. He is available to small- to mid- sized companies striving for sustained growth and market dominance. Contact him via email at or visit his company website, Don't have time to shop? Let A&E bring the industry's best products & deals straight to your inbox! Manage all of your email preferences in one easy location: Visit today! One viable option to boost sales and gain customers is to add promotional products to your offering. IMAGE COURTESY TROTEC LASER A&E

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