PPB April 2015

Be The

Go-To Source

HIRD IN A FIVE

PART SERIES

of-purchase, membership cards, key fobs and other items

will be needed? This is a discussion that can lead to valu-

able add-on sales for you.

What else is out there?

Do your research on

what your customers’ competitors are doing.

What’s happening within their industry? What

can you learn from the successes and mistakes

of other similar companies? If you do some research and

bring this to the discussion, your client will know that you

are focused on solving their problems and not just inter-

ested in selling them products. Research such as this will

allow you to suggest some best practices.

Plan it and work it.

Create the program right

and think through the entire program. A well-

structured program with clear objectives and

clear methods of tracking and managing it can

take some time. Be patient and do it right. When you help

your client achieve new levels of loyalty from their cus-

tomers, you will have created a loyal customer for yourself.

Report your success.

Keep track of the pro-

gram and provide your customer with regular

reports on what worked, what didn’t work and

ideas for future program improvements. You will

differentiate yourself and will also create a case history

that you can use to sell other companies on your expert-

ise as a loyalty expert.

Next month:

This series continues with steps to

become a client expert on trade-show effectiveness.

Paul A. Kiewiet, MAS+, CIP, CPC, is an industry speaker,

writer and consultant and the executive director of the

Michigan Promotional Professionals Association. He is a

former chairman of PPAI and was inducted into the PPAI

Hall of Fame at The PPAI Expo in Las Vegas in January.

APRIL 2015 •

PPB

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