PPB July 2020

In my opinion—and we are just a contractor decorator, so I’m not in your shoes—but it seems to me that a lot of the promotional products are readily available for purchase directly on the web without a professional getting involved. Also, more and more manufacturers go directly to the end user. It is those who have more to offer than just the lowest price who will survive. Our customers who are promotional product consultants, rather than product peddlers, are the ones who have relationships and were doing well in the pre-virus economy. I would imagine they will be in demand again as they provide the solutions to the problems and bring something that end users cannot do on their own when they shop online for the lowest price. PIERRE JAMNICKY CEO Blue Moon Promotional, Inc. Eastlake, Ohio PPAI 669328 Hands-On Or Hands-Off? When working with clients, are more distributors using a consultative or order-taker approach, and how does this change depending on the client? Q A DISTRIBUTOR ASKS: Do you prefer to use a more consultative approach when working with clients, or just take their order? When I refer to consultative, I mean that aside from helping clients identify solutions, you also make an effort to learn about their pain points, identify competition, note priorities, understand the structure of the organization, discuss constraints and so on. In the past, I chose not to use a consultative approach, especially as clients are becoming more and more reliant on email, as opposed to talking on the phone, to communicate, but I’m curious as to whether I should consider new strategies. compiled by Danielle Renda In my view, it’s situational and depends on the customer as to whether I serve as a “consultant.” However it goes, it depends heavily on my relationship with the customer. I have one customer who very much appreciates suggestions and ideas for not only marketing, but for a few “internal” concerns regarding his much larger business. As an aside, and though I love this part of our relationship, I sometimes wonder if I ought to get paid for the “consulting” I offer. In other situations with customers, it’s sort of hands-off for me when it comes to “consulting,” depending on a sense I have as to whether ideas and suggestions would be welcome. Nonetheless, and again, based on the relationship, I may say something to the effect: “I wonder if you’re interested in another idea or perspective?” TOM LYNCH Owner IdeaGuy Specialty Advertising and Promotions Consultant works best for me. My clients value my input to give them the best way to present their brand. I never have been an order taker. The goal is to help them succeed and keep them for as long as I am in business. It’s not a transaction, but a relationship. I want them to know I believe in their business, and I want them to succeed. It may require more time, but it’s worth it in the long run. Referrals come easy because they are satisfied customers with out-of-the-box ideas. In the end, you have to decide what kind of business you want to have and services you want to offer. LANELLE HENDERSON Owner Oh Nellie Promos Atlanta, Georgia Cookie Studio / Shutterstock.com 12 | JULY 2020 | INNOVATE