PPB April 2017

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The challenge presented here offers a fair
warning to all distributors and sales reps
not to put all their eggs in one basket. It’s
a danger to have too much of our
business in one account or one industry.
With that said, the solution to finding
more sales when your good customers
are concentrated in an industry with a
down cycle is threefold.
First, assuming you have good
customers in a down cycle, I would
recommend being honest with them.
Tell them your sales with them are
down and find out what other products
or services they may need to help you
increase your sales with them through
the downturn. Products they may not
know you sell: printing, packaging,
banners, uniforms, awards and more.
Find out who else in the company
may also be making purchasing
decisions. Finally, ask your good
customer for referrals. They know your
sales are down with them and may
be motivated to help. Make sure you
are connected with your customers
on LinkedIn so you can see who they
know and be able to proactively ask for
referrals to specific people, too.
Second, though this may sound
counterintuitive, call on other companies
in the same industry that are not
currently your customers. They are
likely looking for new ways to grow
sales and lower costs, and that could
include finding new suppliers. Your work
with other companies in that industry
could help you gain instant credibility
and opportunities.
Third, it’s time to find new customers.
Since you already have customers, you
know how to get more. Reflect back on
how you found your existing customers
and commit yourself to repeating
those processes.
GREGORY P. MUZZILLO, SR.
Founder
Proforma
PPAI 196835
Niche marketing, which means appealing
to a relatively small and specialized
customer base, is popular. However, it
can be redefined if market conditions
change. Three options come to mind.
Obviously, you can stop being a niche
marketer and broaden your approach.
Or, you can simply change your niche. A
third approach is to create a niche within
your existing one.
For example, if apparel is the current
niche category you’re focusing on, you
can become an expert on women’s
apparel. Great niche marketers strive
to become a category of one. They master
their mini-niche with such excellence
that they often become known as the
undisputed expert. Their business grows,
and so do their margins.
I almost forgot the most important
part: Love what you do; there is no
substitute for passion. The best niche for
you is the one you really want to pursue.
DAVID J. HAWES, MAS+
Brand Architect
Geiger
PPAI 266141
A healthy balance is a diversified client
base. While you are developing a
specialty (or niche), start the early stages
of another from a completely different
part of the market.
BOB LEVITT
Owner
The Bob Levitt Company
PPAI 500797
While niche marketing has its benefits,
there’s always the flipside to consider.
Maybe we don’t want to put all our eggs in
one basket, but rather diversify into other
industries. It’s about marketing, branding
and rebranding when necessary. It’s not
much different than what we do for our
clients, but it’s always different when we
need to do our own self-assessment.
Logos and taglines can always be
modified to reflect a different appeal,
perhaps in a new market segment.
This [new market segment] can be
incorporated into a separate division of
your company with a unique URL. In
fact, you can have different specialized
divisions under one company umbrella.
Fortunately, the experience and
knowledge we have within this industry
provides us the ability and flexibility to
sell our ideas and products across various
industry sectors.
AMY MALLET, MAS
President
Amsley Promotions
PPAI 387542
| APRIL 2017 | 13
INNOVATE
Do YouHave
An Answer?
A Distributor Asks: I am a
small distributor considering hiring
a straight-commission sales rep. I
have never done this before. Any
tips on how I should structure
the arrangement? Should I offer
60/40 to start and then transition to
50/50 at some point? Are there any
resources on how to set this up?
What’s Your Answer? Email
answers along with your name, title
and company name by May 26
to for possible
inclusion in an upcoming issue of
PPB magazine.
Julie Richie is associate
editor for PPB.