To build a successful incentive program for your client, read on for insights and ideas from incentive experts. Questions To Ask New Clients Thomas Rector, CEO of Indiana-based distributor ScreenBroidery, says, “We work with our customers to help them really understand the recipient. We ask questions like, ‘What do you want the recipient to feel when they receive your gift? How should they react? What should they do? Why should they care? What personal passions does the recipient have?’ Once we understand these questions, we can craft a gifting program that is powerful and meaningful.” Panassidi has a few suggested questions: • Who is their end user? This will give me an idea of what types of products to show them. • Does that end user work remotely or at the office? Again, give me an idea if they need items that work on the road or items that work on a desk. • Do they have a firm in-hands date that they need delivery by? • Do they have a budget? This is probably the most important question. • What does their logo look like? Can they print it in one color if necessary for design or price? • What have they done that has worked for them, and what have they done that hasn’t worked? Achtzehn says, “This really depends on the needs of the client. But start off with why you are there.” He suggests reviewing past orders: • What type of brand-named merchandise have you used in the past, and how have you used it? • In your estimation, was the program successful? Why or why not? “This is also a great time to let them know that you have relationships with brand names in your sales bag like Bulova, Fuji Cameras and more. Remember, brands are always more desirable than off-brands. If you are talking programs for sales incentives, safety incentives or recognition, there are particular questions for each to get the client's interest and let them know you are a professional.” Crist says, “I am sure to always ask about upcoming events and/or ways they can utilize promo and branded apparel to promote and keep their brand in front of the community.” Dawn Janis, MAS, market vice president at Competitive Edge, tries to find new clients’ pain points. “A new client would not be willing to talk to you if they are satisfied with their current vendor,” she says. “Find out what is not working, or what they cannot provide for the client, and be the hero by providing a solution.” Incentives, Not Advertising While promotional products are essential marketing elements for any brand, Guy Achtzehn, president of Pennsylvania-distributor The Marketing & Sales Group, says it's important to recognize the products earned through incentive programs are not the same as advertising. Fill the program with merchandise that has maximum value to those participants. Brand names are a must, as is including items that might be gifted to an employee’s spouse, friends or family, and items that cover a wide range of wants. “In my programs, I make sure we offer items for outdoor living, jewelry, sporting goods and housewares – all at the same time,” he says. “You never know what people want or need.” J-Chan studio / WhiteBarbie / shutterstock.com 62 | NOVEMBER 2022 | FEATURE | The PPB Guide To Incentive Programs
RkJQdWJsaXNoZXIy NzU4OQ==