PPAI Magazine September 2023

Your Business | Voices selling approach to suit them. Some people are asking sellers to convince them with a long narrative arc about the why behind a product. Others want three bullet points so they can assess and move onto their next purchasing decision. It’s only when you make the intentional effort to read the client that you can get a sense of what they will respond to. I was always happy to provide the bullet points, but perhaps I could’ve done a better job offering a storyteller’s approach with different clients through the years. It was only when I got into management that I truly understood this aspect of communication. From Day 1 when leading people, we intuitively know that different employees require different management styles. Some people are asking for general direction: Wind them up and let them go. Some want to talk through all the angles, measuring twice and cutting once. Different employees may respond to different motivations. It’s only from spending more time with your people and observing them that you can begin to know what they want from you as a leader. Luckily, a relationship with an employee isn’t like cold calling. You have time to let it develop and learn from each interaction. This is possible in sales, too. It’s the difference between relational selling and transactional selling. When salespeople revert back to their own personal communication preferences, they’re being transactional. When they adapt themselves to the individual client, a relationship can begin to be formed, and each interaction enhances the trust and interactivity between client and vendor. Ultimately, that’s the idea behind the common salesperson title “account manager.” We want sellers to think of their accounts like leaders do of their individual employees, tailoring the style to fit the individual. If your salespeople aren’t able to make that brain switch, they will always be chasing. They may put in a lot of effort without much to show for it. So, is your business good at conversation? No company succeeds for very long in any industry – let alone one so competitive as promo – without excelling at both marketing and sales. Make sure you’re intentional about reading your clients and their preferences and you’ll improve at both. Tucker is vice president of revenue and business development at PPAI. the 2023gift guide has arrived! embrace a cause with your writing instrument gifts! THANK YOU for your support of this mission. Way to keep the good going®! 5% of sales on every writing instrument order referencing code WRITEON23 goes to United Way. Cannot be combined with any other offers. Now through December 31, 2023. Purchases in AL, HI, MA, MS and SC are not eligible. Donations will benefit United Way Suncoast Chapter, United Way of Goodhue, Wabasha, & Pierce Counties Chapter, and United Way Brown County Chapter evenly. Koozie Group will donate 5% of the retail purchase price of every sale of specified products within the writing instrument category, where the customer submits promotion code: “WRITEON23” with customer’s purchase order. While supplies last. Offer only valid within the United States excluding AL, HI, MA, MS and SC. United Way and all related trademarks, logos, and trade dress are trademarks or registered trademarks of United Way and may not be used without permission. For more information regarding United Way local chapters visit https://unitedwaysuncoast.org/, https://www.unitedwaygwp.org/, https://www.browncountyunitedway.org/. No portion of the purchase price is tax deductible. Koozie Group, the Koozie Group® logo, kooziegroup.com and all related trademarks, logos, and trade dress are trademarks or registered trademarks of Koozie Group and/or its affiliates or licensors and may not be used without written permission. ©2023 Koozie Group, Clearwater, FL 33760. PPAI • SEPTEMBER 2023 • 43