Your Business | Voices a full year, so don’t rush. Leave plenty of time for brainstorming and feedback. Here’s how to plan for a productive planning meeting with clients in each stage of the business relationship. Prospective Clients If you’re looking to secure potential clients, you must first become an expert on their business and what drives their market. What are their strengths? What are their challenges? What opportunities could help them grow? If you’re not able to offer solutions to their problems, you haven’t done enough research. Another way to secure prospects is by making sure the right people from their firm are in the room. This means not only having the decision-makers (although they do matter) present, but also creatives, merchandisers and people who will be using the product. Getting full buy-in will drive success so that they become a long-term customer. If you really want to impress future clients, make sure to ask great questions that show you not only did your research on the company but also that you were attentive during your meeting. These questions should demonstrate that you have a good grasp on their brand by including examples of their business practices. Clients You’re The ‘X Guy’ For These are clients who may think of you as the “pen guy”– meaning that even though you already create or sell a specific type of product, you want more business from them. For these clients, ensure that you bring results that show how you helped them achieve their goals. Detail the ways you assisted them and home in on the fact that you can continue giving them the results they need. Also, bring suggestions and trends that will continue to elevate their company. Come with clear goals and metrics that indicate how exactly you’ll help them. Bring Promotional Products Work! stats to help them understand why they should choose promo instead of otheradvertisers. Your Big Customers Keeping a strong bond with big customers that you’ve either had a longterm relationship with or who make up a big chunk of your business is essential to ensuring your success. Show them they matter to you by saying thank you. Bring personalized spec samples of products instead of generic versions to illustrate that you go above and beyond. Something else that helps you grow with your clients is asking for an internal referral – possibly over lunch – to get your foot in the door with other departments. This can help them understand why leveraging your relationship brings continuity and (frankly) better pricing. Finally, present them with a recommended plan based on their budget. You know – or at least you should know – their spend goals, branding and ways to make a strong recommendation for a promo plan that will drive success. These strategies should help to diversify your revenue and grow your business over the coming year while simultaneously focusing on retention. Watch out for March’s column about diversifying your revenue! Davis is PPAI’s director of sales and professional development. If you really want to impress future clients, make sure to ask great questions that show you not only did your research on the company but also that you were attentive during your meeting. PPAI • JANUARY 2025 • 21
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