More Than This
Look beyond the product for smart promotional selling
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Emmer offered a similar analogy. “A dentist uses [a lot] of products when he [or she] works on patients, but would never say he [or she] was in the dental products business. The factories make and/or decorate the promotional products business; we are in the promotional advertising business. We sell results and objectives. [Clients] want a certain outcome and don’t really care what product helps them get there,” he stressed.
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