The Perfect Pair?
Assessing the value of a combined print and promotional product line
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If printers expect to gain any ground in their promotional product ventures, they must understand the concept of creative selling. Emmer stressed that people don’t buy “stuff,” they buy “outcomes.”
Printers who become active in the promotional advertising industry have to essentially relearn how to present themselves. Never go in with any assumptions because that can ultimately cost you a potential customer’s business. You might walk into their office and promote some great new product line that you think will increase their sales. What do you do if they’re primarily concerned with safety on the floor and they don’t want more sales because they have to focus on their staff? Be a consultative seller.
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Elise Hacking Carr
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Elise Hacking Carr is senior production editor for Print & Promo Marketing magazine, and managing editor for PRINTING United Journal.
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