PPB October 2016

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would be impossible to serve them
properly. But if you divide these into
small groups andmarket the right
message to each group, your success
rate can increase dramatically.
Understanding
The Client’s Needs
When we understand the
specific needs of our clients, our
efforts will pay big dividends. It is
imperative that our messaging be
about themand not about us. Your
messagemust resonate with your
client in a compellingmanner in
order to get noticed. You can do
this by asking questions, reading,
doing research and becoming
involved in various aspects of their
business. For example, when I
hadmymarketing company, one
of my strongest vertical markets
was hospitality. I went tomy
clients’ trade shows, spoke at their
events, was amember of their
associations, read and contributed
to their literature and always asked
questions about their business.
I could talk about it because I
was involved in it. By having
this knowledge base and being
connected, I was seen as being
relevant in that space and the go-to
guy who understood the needs,
concerns and wants of that market.
You can do this too.
Translating The Model
To Help Your Clients
When you are seen as a
professional promotional consultant,
your clients will value you as an
asset to their success, rather than
seeing you as just another products
salesperson. Make nomistake—
the solution they needmight be a
product, but as a savvymarketer
you can offer somuchmore.
Cliff Quicksell, Jr., MAS+, serves
both as a consultant and acting
director of marketing for distributor
iPROMOTEu. He has been in the
promotional industry for more
than 30 years in various capacities.
Additionally, Quicksell is president
of his own international speaking
and consulting company, speaking,
coaching and consulting on ways
andmethods that companies can
grow, expand and prosper. He has
helped and spoken to audiences
inmore than eight countries and
has published two books and
more than 800 articles on sales,
marketing and creativity. He can be
reached at 301-717-0615, via email
at or on
his LinkedIn profile.
Hear Cliff
Quicksell Live
Cliff Quicksell will
present a three-hour
workshop on using
the marketing sales
funnel at noon on
Sunday, January 8,
2017 during The PPAI
Expo in Las Vegas.
In this workshop,
he will explain the
entire process, share
examples and answer
questions. Register for
the session when you
register for the show
at
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