PPB June 2022

Ask The Swag Coach HowWell Do You Know Your Largest Buyers? Attaining loyalty from customers starts with taking the time to understand their needs beyond the sale and asking smart questions up front. by Josh Frey QI am frustrated by the lack of loyalty from my clients. It seems like every request that comes my way is a bid, and I’m constantly getting priced out by buyers I have worked with on past projects. I thought providing great service would have positioned me as their go-to for promo, but that hasn’t been the case recently. Any recommendations on ways to build more loyalty with my clients and prospects? Let me start by saying something that may be a bit controversial: We have coached hundreds of distributors, and do you know the No. 1 answer we get when they are asked what separates them from the competition? It’s their “amazing customer service.” So, if everyone is delivering amazing customer service and it was so important, would your client not tell you so and be loyal when it came to utilizing you for their promo needs? Eleventh in a series Distributor owner and swag sales coach Josh Frey answers frequently asked questions on a wide range of sales topics. Rawpixel.com / shutterstock.com 42 | JUNE 2022 | GROW