Awards & Engraving

October '16

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14 • A&E OCTOBER 2016 by Stephen L. Capper, CRM PEOPLE BUY FROM PEOPLE Ask yourself the question, "What do I need to buy to fill the space within these walls that will provide for our clientele and be a profit center for our business?" Growth for the small business is impera- tive to survival and should always be at the top of our business plan. Who are we going to choose to make the decisions on the selection of our products? Many of you say, "Steve, I am the owner of my business, why shouldn't I do it?" Maybe you are the one to make the decision as to what goes within the walls of your business. But then again, maybe you need someone making the selection for you. The reason you might not want to make the decision is that you might not be in touch with the actual buyer's wants and needs. First, consider who buys your prod- ucts and what they want and why they want it. Here are a few areas to consider. WHAT REALLY APPEALS TO MY CLIENTS? What the buyer bought five or 10 years ago might not work today. Is your line stale; have you updated your pro- cesses or the look of your show room? Do you provide color and excitement to what you offer or are you still offering what was sold to the client when you started your business? In order to sell our clients, we must have a clear understanding of what they really want and why. When is the last time you sat down with the buyer (your friend) and simply asked them what they really want and why? IS IT COST OR QUALITY? Do you offer products that appeal to the client's budget or do you stress the quality and attempt to sell at higher profit margins? Most of you will say you always keep the budget of the client in mind but you always sell upper quality S electing what we will offer our prospects and clients is an important part of "Hello, Walls." Those who select our product line must be in touch with what the buying public is searching for, and we need to have it when they ask for it. With all the tasks that a small business must take care of, it is increasingly difficult to keep in touch with our clients. No matter what the core of your business or who you sell, you must look ahead for what you're going to offer. IS YOUR BUSINESS TOOL BOX FULL? PART LXIV Hello, Walls Who selects our product line? Part Three

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