Awards & Engraving

June '18

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46 a-e-mag.com • A&E JUNE 2018 Vince DiCecco is a business training and development 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 seminars 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 vince@ypbt.com or visit his company website, www.ypbt.com. I 've had the opportunity to speak and work with awards and engraving busi- ness owners about what can be done to boost sales, land new clients, and increase business with current customers. One option is to add promotional products and ad specialty items to the list of goods and services you presently offer. Maybe you've tried that before and it was less than suc- cessful. Maybe now is the time to resurrect the effort it in a different way. A FEW NUMBERS Please indulge me as I share the most common reasons why businesses fail: • Lack of adequate cash flow • Being one-dimensional—that is, 80 percent of gross sales are from one product line • Failure to expand the customer base • Ignoring the competition • Being difficult with which to do busi- ness—e.g. inconvenient, inaccessible, non-responsive, inflexible, etc. The promotional products and ad spe- cialty industry is huge. The Advertising Specialty Institute (ASI), in its annual sales analysis of 2016 promotional prod- ucts industry, stated total distributor sales topped $21.3 billion, an increase of 36.5 percent over 2009's Great Recession total of $15.6 billion. There are well over one million items from which a distributor or its clientele may choose in over 700 product By Vince DiCecco Blending Promotional Products into Your Mix When you should consider them (and when you should steer clear of them) There are many reasons why awards and engraving shops ought to integrate promotional products into their sales plan. IMAGE COURTESY LOGOJET

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