PPB May 2018

pies agreed to ameeting. Landing a meeting is one thing, but getting the breakthrough sale must be earned. Many times, getting to write that P.O. comes from forming a bond of trust with the prospect. One of my favorite things to mention when speaking with a prospect is that we understand that existing relationships are likely in place. With that in mind, we pledge to work harder, be more creative and offer a higher level of service to win their business on merit. Having that mindset has motivated me to come up with ways to turn any weakness into a strength, and to back my words with action. Differentiating our business from other distributors and product sources is also important. For example, we are careful to avoid making product presentations the way other distributors do. One of the many ways we wow our customers is with custom-branded catalogs for almost every opportunity. Even if a customer simply wants 100 ceramic mugs, rather than sending links to supplier websites or making a SAGE presentation, we prepare custom PowerPoint presentations with four to six options already mocked up and priced based on their artwork. Going above and beyond to wow customers with service and originality makes a difference. While the industry is becoming more and more consolidated with larger distributors and online options, my experience is that buyers— especially the big clients—tend to prefer a relationship above all else. Just because their annual sales are growing doesn’t mean you will become obsolete. At least not anytime soon. Wowing your customers is all about performance. Showing your customers that you are willing to earn their business, go the extra mile and differentiate yourself from the competition will make you stand out and shine. With a little hunger, a little patience and a lot of practice, you can find your own unique way to wow your prospects and turn your dream prospect into your dream client. Joseph Sommer is president/ CEO of distributor Whitestone Branding with offices in Newburgh and Brooklyn, New York. A native of Bethesda, Maryland, he earned his Bachelor of Entrepreneurship from Johnson & Wales University. While the industry is becoming more andmore consolidated with larger distributors and online options, my experience is that buyers—especially the big clients— tend to prefer a relationship above all else. Just because their annual sales are growing doesn’t mean youwill become obsolete. At least not anytime soon. In a recent self-promotion, the Whitestone Branding team delivered pizzas in branded boxes to 100 carefully selected prospects resulting in nearly 80 meetings. 40 | MAY 2018 | GROW