Awards & Engraving

September '16

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16 • A&E SEPTEMBER 2016 PEOPLE BUY FROM PEOPLE Sales & Marketing you ignore your clients' inquiries, then be prepared to suffer the consequences. WHAT MIGHT HELP OTHERS Mike and I were talking on the phone, and he said, "Steve, what you need is to buy a piece of equipment to print vinyl." I said, "Why?" That gave Mike the opening to unload what he knew, which was great because he was sincere and wanted to help solve one of our production concerns. He wasn't trying to sell me anything—he sin- cerely wanted to help. At our production facility, we had three employees that worked daily from Christmas until the Fourth of July doing a very labor-intensive process that took time and manpower. Mike was suggesting a piece of equipment that would allow two of these employees to help in other areas of our operation. And what he was suggesting would increase productivity by over 300 percent… He was right. I had seen the machine many times he was suggesting—the equipment wasn't for the traditional awards business, but a more modern approach with color and excite- ment for a younger generation. I had four walls to fill with items that would benefit our clients. I needed to think about our cli- ents before I thought about us. Mike is one of those special people who helps others and shares his thoughts and ideas. The machine he suggested was an investment of about $24,000 and it paid for itself in 15 months—a great pay back schedule. We now have three of these machines and are thinking about a fourth one. It not only solved a produc- tion problem, but it allowed us to expand and extend our offering by entering mul- tiple fringe areas of the recognition busi- ness that we weren't involved in until we added the new equipment; it opened a lot of doors and generated new revenue. It is my hope that this story will open your eyes, as it did mine, to look at the clients you already have and spend your efforts making sure they are getting what they want. We are selling our existing cli- ents more, and others are searching us out to buy what we have developed to be new, exciting and profitable. If you have any questions feel free to call 1-317-546-9000 or 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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