2. ASK THE RIGHT QUESTIONS
Kiewiet, formerly in the point-of-purchase/merchandising business, got involved in promotional products when his customers started asking for his ideas in addition to the displays he was selling. He referred to his method as "need creation." "A lot of people in our business are in the need-fulfillment business," he indicated. "They're waiting for a client to say, 'I need 250 mugs for an event next Wednesday.' My approach to selling was need creation. In order to do that, you really need to understand what the needs of the client are," he said, noting other topics to discuss such as what they're trying to accomplish, what their brand stands for or how they want people to feel.
- People:
- Paul Kiewiet
- Ryan Sauers
Amanda L. Cole is the editor-in-chief of NonProfit PRO. She was formerly editor-in-chief of special projects for NonProfit PRO's sister publication, Promo Marketing. Contact her at acole@napco.com.