The Wheels Didn’t Fall Off
By far the most difficult aspect to handle when promotional advertising/specialties are the focus of a sales call is that it is not a "product" sell, but rather an "outcome" sell. The long road back to full employment, vibrant business growth and strong personal income has almost every business person considering price or cost before or to the exclusion of everything else. If you now sell promotional advertising/specialties or are adding that profit center to your business, positioning yourself as a resource to improve your customers' business rather than as a seller of specialty items will allow you a much stronger hold on the improving economy.
- Companies:
- Kaeser & Blair
Gregg Emmer is chief marketing officer and vice president for Kaeser & Blair Inc. (K&B). He has more than 40 years of experience in marketing and the promotional specialty advertising industry. His outside consultancy provides marketing, public relations and business planning consulting to a wide range of other businesses and has been a useful knowledge base for K&B dealers. Contact Emmer at gemmer@kaeser-blair.com.