Awards & Engraving

April '18

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A&E APRIL 2018 • 39 Sales & Marketing with these deals. Let's not be naïve and assume that these programs are totally free, though. There is a cost associated with any discount or free freight pro- gram. Most merchants who offer these programs have figured in the cost of the discounting into their selling prices. These merchants have cleverly found out that customers respond positively to the convenience of "one price all in." Convenience and simplicity are what all customers have come to expect. If you don't have a message and a cor- responding hook, it might be time to create them. Ignoring marketing in your business keeps you behind your com- petition. Think about what efforts you can make to keep your business in the forefront of the minds of your customers and potential prospects alike. No busi- ness is too small to market itself to its fullest potential. A&E

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