More Than This
Look beyond the product for smart promotional selling
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To determine the best solutions for potential customers, distributors must ask probing questions about the intended use of the products, said Greg Muzzillo, founder and co-CEO of Cleveland-based Proforma. “No one buys a drill because they want a drill. People buy drills because they want a hole,” he noted. “Similarly, no company buys promotional products because [it] want[s] the products. Companies ... want to promote a brand or product. Companies buy incentives and awards because they want to promote certain behaviors. Solutions-seller[s] learn
the intended purposes of the product and work to help their clients select the right products to achieve their intended purpose[s].”
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- Companies:
- Proforma
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