More with Andrea Learned

RK: Andrea, when we left off last time, we were discussing the specific aspects of women in the marketplace. The promotional products business is dominated by women, both at the distributor sales level and end user buyers. What should this mean for suppliers and distributors in terms of their marketing strategies?

AL: One thing to keep in mind - unlike men, women do not put on their career or business "hat" and forget about their mom, wife, caretaker "hat" during the working day. No matter what, women are thinking about others all the time. They attach such importance to relationships and can make emotional connections with almost anything along the way. Just as I advise people to allow for the meandering buying path process of women, so, too, should people doing business with women consider the many influences on and multi-sensing ways of female brains. Nothing is black and white - there is always more gray to consider around an issue for most women.

RK: Interesting you mention that dual role. Many of the sales professionals in the advertising specialty world work out of their homes, and/or do the job part time. This definitely effects the way suppliers market to this group.

You have this great blog. I believe the readers of this blog should all have their own blog. Why are you blogging? Has it brought you the results you hoped for?

AL: I blog because it gives me an immediate place to share my ideas and discoveries with people - long before I form them into a full article or presentation. I love the challenge of keeping it interesting and keeping to my own, very personal writing style. My readers seem to really value my opinion and it is very rewarding to think that I may be helping a fair number of people take a fresh look at their marketing efforts. Plus, many of my blog readers are in touch with me and feed me the latest and greatest things going on around them, in their many communities, so I can more easily write about the secret, smaller, less reported news and more entrepreneurial brands.

Because I didn't have traffic or money-making expectations from the start, blogging has been a wonderful adventure, rewarding in many other ways. I have made incredible connections with people through it. And, there are that many more articles "out there on the web" with my name on them - so it's been an effective way to get my work in the search engine results.

RK: Andrea, I want to thank you for sharing with the folks. And I appreciate your offer to come back next month and dig a little deeper into the specifics. But for those who can't wait, you have lots of specifics over at Learned on Women, and some excellent additional links to others in the field. Thanks again, and good luck with the sales of your book, "Don't Think Pink."

Secrets of "Top Performance"

If you've been visiting this blog, you know that up 'till now its been pretty much me doing all the writing. This week, we're going to turn a corner and start inviting some really smart people to add other ideas. Lets start with Zig Ziglar.

He has a chapter in his book Top Performance called "Choosing to Be a Top Performer." You read that correctly. How well we do in life is very much up to us. Last weekend I attended the Promise Keepers conference here in Los Angeles (where I am still trying to learn how to be submissive to my wife.) The first speaker had blown up most of his face and body with a white phosphorous hand grenade. He lost his sight in one eye, one ear, his hair, the hearing in one ear, part of both hands, etc. But here he was touring the country speaking to audiences about his experiences, and laughing about his looks. He chose to overcome.

Well, in one part of the chapter Zig asks whether you've ever been on the way to work when someone cuts you off. Not a little, but big time. You swerve and slam on the brakes, but nobody gets hurt. Then you spend the rest of the morning ranting, grumbling, and telling all who will listen about this idiot. Zig thinks that this is not how top performers react.

You see, he says, the other fellow is having a great morning. He hasn't thought a thing about it, if he even knew about it in the first place. You, on the other hand, are stewing and spewing, wasting valuable time and emotional energy on something you can't change or effect in any way. Let it go. Choose to live free of that kind of interference in your daily effort. It will free you up to do that which will make you a top performer. The book, one of the truly great books on leadership, is available at Amazon and elsewhere.

Don't Think Pink

What I like best about Andrea Learned is that she completely embodies the posts of last Friday and Monday. She stands out from the crowd. She has created a niche. And because of that, she has received a favorable review from the Harvard Business School concerning the book she co-authored, "Don't Think Pink: What Really Makes Women Buy - And How To Increase Your Share Of This Crucial Market."
They said: "[Don't Think Pink] is rich in practical suggestions and interesting stories, with an easy-to-read style."

Now Andrea has a blog (which is filled with rich and practical suggestions and ...) that you should visit at least once a week, but never more than you visit Selling Promotional Products. Andrea works as a consultant and is available as a speaker.

I will be posting an interview with Andrea on Friday. I think you will find this interview to be very helpful in thinking about your own career.

The Other Five Ways to Stand Out in the Crowd

6. Leave something for next time. Wet their appetite and give them a reason to want to deal with you again. You're going to have your art department work on a great new idea specifically for them. You think you know a factory that can do what they want and more. You are going to check with a company that did a project like their's and get some feedback on their results. Now, when you call, they will be hard pressed to keep you waiting.

7. Get the customer a lead. It could be a vendor lead for an unrelated category. It could be a customer lead. Make sure that the lead is expecting a call. Then send an e-mail or a note with the name, phone #, e-mail etc. of the lead.

8. Offer net never terms. Ok! Not really net never. But, if you know that the client has good credit, offer net 90 day terms with 1% per month early pay discount. So, if they pay in 60 days, 1% discount, 30 days, 2% discount, 10 days, 3% discount. See if you can get the factory to meet your offer, so you don't lose profit.

9. Go to their show or event. I know for a fact that some of you do this now. How much more bonding is possible than to spend a few hours with them helping make their project a success?

10. Support their support group. Praise them to their supervisor. Make friends with their subordinates and help them get their part of the job done right. Then praise the subs to the client. Here again, notes and e-mails are great. A box of chocolates is even better. A water bottle is the ultimate (just kidding.)

Ten Ways to Stand Out in the Crowd

Everybody is a Swag Seller today. There was already a glut before the print industry collapsed and printers across the country, large and small, were looking for a way to add sales to their enterprises. Then along came Mass Market stationary stores and office supply businesses, soon to be followed by franchise operations being promoted at home and garden shows. With so much competition, what can YOU do to Stand Out. Here are 10 that I know will work. Use the comment section to help out your fellow promotional product pro's with your ideas.

1. Be where the others aren't. Do you have a customer who goes in early, stays late, or works on Saturday? Are they so busy during normal working hours that they would appreciate you seeing or calling them at an odd hour? Are they located in some remote location where less aggressive sales folks may not want to use the gas? Is their next available appointment in 3 months? Take it. Do they need you to jump through some huge hoop just to get a quote in with no guarantees?

Clearly, there has to be a reasonable expectation of valuable business some day to justify these extra efforts. But, often enough, the payoff comes now or in some unexpected way later.

2. Offer what the others can't. Come up with slight variation on various products and work out an exclusive with the factory. Most plastic products come in a limited range of colors. Maybe the factory would let you offer one or more special colors. Is there a wearables company who only offers a favorite item with buttons, but you see a market for the same thing with a zipper? They might co-operate with your effort. You will generally make a much greater margin on something that is exclusive.

3. Follow up with several non-sales touches. From your notes of the phone call or presentation, go back and Google something that was of interest to them, business related or not. Find out something that you know will be valuable to them and e-mail the link.

Send over a thank you card with a Starbucks gift card, "coffee on me." Include some kind of personal comment in the card. Send samples and catalogs out in at least two mailings if it won't detract from the presentation effect. Send virtual samples of items beyond what was discussed to show that you are still thinking about the need.

4. Squash the Competition. This idea is only to secure the first order, and assumes that there is more business to come from this customer. Once they know the item, call the factory and ask for a "door buster" special. They won't have a clue what your asking about (I will, so call me.) Explain that you won't ask for this favor with this client again, but you need a big break on this order to get in the door. The factory might say yes, they might say no. Now, go back to your client and tell them that you have arranged (or if the factory said yes) you have arranged with the factory, to give them an unprecedented price to get their business. Of course, you made the factory no promises about the future, but when the promotion is successful , you hope to be able to repay the factory's kindness. (If the factory said no, suck it up out of profits and commission. Your in for the long haul.)

5. Make your first call without a briefcase or sample bag. Have some kind of funny new product in your pocket or purse, but only pull it out after you've broken all the ice. At some point during the time you and the prospect are getting to know each other and one-another's needs and capabilities, there will probably come a time to suggest you go to the car and get your samples.

The other five ideas will be posted tomorrow (Saturday) at 9:00 a.m. PSD.

The Boy Scout Motto = Sales Professional Motto

Everyone knows the Boy Scout Motto, right? For the few who aren't in the know, the motto is "BE PREPARED." And I suspect that almost anyone reading this blog generally makes their presentations with preparation. Now think back over your last few calls. Grade your level of prep. Is there any chance that more effort would have increased the chances for success?

Terry Brown, my partner of 25+ years (who's counting) belongs in the hall of fame when it comes to making presentations. His goal is to close every sale on the first call. Here are a few of the methods I've seen him use.

1. Samples are removed from his sample bag and completely repacked for any in person presentation. Samples are added or removed based on the specific customer.

2. A written proposal specific to the call with color pictures is prepared for each person in attendance. He has created a basic format so that he can plug in the specifics for each call. Visiting the client's website can provide huge amounts of info and pictures that can make the presentation personal.

3. By going through these two processes, it creates a focus on the customer and their needs.

4. You can use these same approaches to talk by phone. E-mail the proposal prior to the call. Pictures of all relevant samples can be part of the e-mail.

Now we'll switch to the variations to this theme that are part of my style.

1. I use questions to make it clear that I want to know the customer's situation thoroughly prior to making my recommendations. This might mean that the written proposal or the samples end up being off a bit, but no one will ever criticize you for having done the advance work. In fact, from time-to-time, the advance work that appears to be off base after the questions are answered, may look real good as the client leafs through it.

These questions are prepared in advance, even though there has to be flexibility built in to allow things to be truly responsive.

2. The samples are always left hidden in the case until needed. (Actually, Terry does this, too.) I refer to the sample bag as my magic kit. I am constantly unveiling the magic, one sample at a time.

By the time you reach this part of a sales pitch containing this much visible preparation, you should no longer have to worry about someone beating your offer based on price alone.

Somebody Screwed Up?? Now What?

Did I mention that my selling career started with greeting cards door-to-door. I can remember at age 9 taking custom orders for Christmas Cards. It was real important to spell the name right, select the right salutation, and of course mark the correct font. Do you know that many customers will not care that you are only 9 years old if you spell their name wrong? They want it redone.

My mentors said that the customer is always right. We may be in one of the few industries where that isn't necessarily so. Thus, we are faced with the potential for damage control at all kinds of levels every time something is amiss. How do we handle these inevitable times.

First. Be FIRST if possible. If you find out before your customer that there is a problem, get on the phone. You will drop the potential energy of their complaint bomb by 50% or more by being first.

Second. Be CONTRITE if its your fault. If you are calling them, lay it on thick from your first words. We messed up and we want to fix it.

If they are calling you, let them tell you what the problem is. Then, let them tell the whole story a second time. They will not be offended. By repeating their complaint, they commonly reduce the anger, and sometimes begin to see where they are partly to blame. Or the may even begin to see a solution as they speak more calmly. Say that you are taking notes and that you want to be exactly sure what their issues are. If you can quickly determine that it is your fault, be contrite. Fess up fast. We messed up and we want to fix it.

Third. Be SOLOMON if possible. I commonly tell the distributor salesman or buyer whose calling me with a problem (once per year we do make a mistake): "Everyone here calls me Solomon." Well, that might be stretching it a bit, but they do send me most of the big complaints because I can calm things down . . . like Solomon.

In any case, my next statement runs something like this. "How can we come up with a solution that's fair to everyone?" I will say this whether its 100% the end user's fault, 100% the distributor's fault, 100% our fault, or any mix.

The goal in these situations should be to get the end user what they need in time for the event at the lowest cost to all involved.

Like a corollary to the golden rule: If you don't take advantage of me when its my mistake, I won't take advantage of you when you mess up.

So here are a few questions I ask depending on the circumstances:

1. Did we already miss the event? If yes, what can be done now?

2. Is the mistake critical? Serious? Middlin'? Minor?

3. Depending on the answer to #2 . . . Can the product be distributed as is?

4. (If in the back of my mind, I think the end user is being too picky over a minor problem) I ask: "Does the end user know that if we can't use the product it will just go into the landfill?" You may laugh, but that line has saved me many 1000’s of $$ over the years.

5. If the event is missed or it really has to be redone: "Can the problem product be used for any good purpose? Can it be handed out in another situation? If yes, can the customer fix a value on these items? 75%? 50%? What would be fair to the supplier?

6. When the mistake lies solely with the end user or distributor, I will sometimes offer to redo the job at a reduced price. Don't be afraid to ask your supplier for this. Especially if you are willing to look out for the supplier's interest the next time. You may want to reduce your profit on the redo for the same reasons.

After you have worked out the solution. Write up what everyone has agreed to and e-mail everyone involved. Include apologies or thanks as necessary. Build rapport with everyone to keep bridges solidly in place.

Any other ideas on dealing with misspelled names on Christmas Cards?

The Free Gift - Without Purchase

Just to be clear. The Free gift that I've talked about in the last two e-mail blasts is this blog. It is a gift to anyone in the industry who would like to learn more about their job and become more successful at it. It would not be too lacking in humilty to say that this gift is worth more than the free waterbottle that I want your customers to give away at their next event.

I hope you benefit from the numerous articles already here. I hope you will visit our website. If you have anything to do with web site marketing or e-mail blasts for your company, I hope you will read the articles about these two activities. They are extremely useful. If you are not the go to person on those two issues, forward the url http://advertisingspecialty.blogspot.com to the person who is.

Don't forget to leave your comments or email them if you prefer. My email is Randy_Kirk@CaliforniaSprings.com

Women - Our Market

After attending my first trade show in the Promotional Products Business, I was struck by the difference in traffic compared to the industry we were most familiar with. In the bicycle business, most of the owners and buyers were men. In promotional products, I know this will be a big surprise, most of the owners, buyers, sales professionals, and every other job description are women.

Since that day in 1994, I have also been to a few end user shows put on by distributors. While not quite as lopsided, I think it is safe to say that most buyers of promotional products are also women.

So we end up with an industry that has women selling to women. However, I think a quick check of the advertising, web sites, and promotional material produced by Suppliers and Distributors does not take the "woman" factor into account.

A few hours of research later and my first find was to locate a number of blogs owned by copywriters, designers, and marketers who specialize in knowing what women want. I know that knowing what women want is usually a set up for a big punch line, but in this case your humble blogmaster will attempt in this article and several future ones to unpack what I have found on the subject.

My first wake up call can be summarized by saying that men want the stats, the pictures, and the sales pitch. Women want to know how their decision will effect their overall lifestyle. If you'd like to know more about this check out the May archives for Andrea Learned's blog.

I'll return to this topic.

Secret Stuff in the Source Code - SEO Part 3

Previously . . . we provided detailed information on changing your front page to increase key word density, and a bunch of ways to get links. Both of these are critical to getting and maintaining great positioning on search engines. Now it is time to go into the dark recesses of the source code and fiddle with html. I spent ten hours or more figuring this out, and we saw an immediate increase in our position. It should take you about one hour. Don't send money, send orders for our incredible sports bottles.

STEP 1

Do you hate following instructions as much as I do. Please, just this once. Just go step by step and trust me. Open up a second window in your browser (One way to do that is to just double click on your browser icon.) Put Http://CaliforniaSprings.com into the URL bar. Do not click it in the copy above, because then you won't get a new window.

Now you should see the beautiful front page of the California Springs web page. Immediately book mark this page for future reference. (What a tricky way to get our web page into your favorites) Don't be shocked that this page doesn't have a lot of obvious text on it. I'll explain why another day) Go to the view tab in your header and pull down the menu. One of the choices will be "source" or "page source." Select that.

If you have followed the instructions well, you should now we looking at a bunch of Greek symbols and junk that you may want to learn about, you may already know about, but you don't need to for this project. The page should look like the picture at the top of this post.

Spiders check out this info to find out what you really care about. The title is the thing that shows up when someone bookmarks or saves your site on their browser. Pull down your favorites section and look for the California Springs site you just saved. Notice how it says Bike Sports Bottles, etc. Just like the title above. This is a marketing tool for your customers browser (you want them to recognize it when they are looking for you in the favorites menu,) and it helps the spider to know how to see you. Recommend that you use about 12 words made up of key words or phrases. Phrases should be 3 or 4 word groups. Separate each word or phrase with hyphens.

Meta Name copyright content is just what you would think. Do you have names, brands, etc. that you want to keep under control? Only list the big ones here.

Meta Name description content and keywords. I have not been able to find any difference between these two. In each case you may want to put 30 or so words made up of words or phrases divided by commas. Make sure all of the Greek stuff looks just like the California Springs site. However, DON'T copy our key words and phrases. Yours should be unique to you, and help you to develop a special niche. As suggested earlier, you may want to include your city and any special services you offer as key words.

Next we'll explore the reason why the California Springs front page didn't have much in the way of text on the front page.

All You Need to Know About Missing Links

Two weeks ago, we began a discussion of SEO, SEARCH ENGINE OPTIMIZATION. Notice how I capitalized those words and put them in bold. I want the spiders to pick up those words and if someone like you is looking for info about SEO as it applies to Advertising Specialty or Promotional Marketing, I would likely get a high placement from Google. That was the essence of the first article.

The second most important way to improve your position with the search engines is Links. I really struggled with implementing this idea, because the experts talk in their own special language. Hopefully, since I'm not an expert and I only think I know something about SEO, I can exlain it in a way you can get it right away.

You want other web sites, blogs, listing services, directories, RSS feeds, and anything else that has a place on the web to put your web site address (URL) on their page. So, if I were to mention that XYZ Promotional Products Company has a great new website at http://www.XYZ promo.com this would give you one link. The more links the better. Sometimes you see a link that is kind of hidden like California Springs. Note that it is a different color. If you click on it, you go to the California Springs Web Site (something you should do every day.) This is also a link.

The Spider gives you extra points for links, because it logically assumes that if other people think you've got something important to say, you must be important. And if the site that has listed you or mentioned you has similar key words and other indications that suggest you are in the same business, that link gets you even more points. If your link is on a page about installing home air conditioners, it will not get the same kind of benefit. (That is, unless the mention is about the great job you did with a promotion for them.)

The best links are one way links. If someone mentions you, but you don't mention them, the spider figures that there was no quid pro quo. There are a lot of folks trading links to get better positioning that have nothing to do with each other except the desire to improve their SEO.

So, if your suppliers list distributors, get on the list. There are also 100's of directories and aggregators who will list you for free or a small fee. Look up directories on Google. I will also post a couple of good resources in a few days or so.

Link sharing is fine (I'll link you if you link me) when the links are in the same industry. So if your supplier has a list of distributors, but wants you to list him as a great supplier on your page, go for it. California Springs is happy to do that, so let us know if you want to swap links.

You can also pay for links. Or you can advertise on a web site, which creates a link. Again, that link is not as highly rated as a one way unpaid link, but it is a link, and it has value.

Getting a bunch of links may take you a couple of man days to achieve. However, they are a gift that keeps on giving. Not only might the link bring you traffic, but unless the other web site makes a major revision, that link might be up there for 5 years.

Having your key words and text all done properly doesn't need to wait for links, nor do you need to wait until your text has been fixed to start linking. Each of these will bring you traffic right away.

Next time - Secret stuff in the HTML of your source code. I know, it sounds scary. Its not that hard.

Site Guide

For those of you who are arriving at this site for the first time, may we extend our thanks for dropping by. The very first we thing we recommend you do is add the site to your favorites. New material is added almost daily, so you'll want to come back again and again. Then get a fresh cup, get comfortable and check out what we do here.

Our primary goal is to provide Promotional Products Sales Professionals with short articles that will help you sell more product at a higher profit. As you read these articles, you are able to comment on them by clicking the comment button that follows each "post." Doing so helps us to know if we are on track or off track when you take a second to agree, expand, or criticise what is posted.

Examples of articles like this in the archives are:

Gold Mining for Orders
Best Books on Selling
What a Jerk
Why You do the Things You Do
Networking, Schmoozing, and Alliances
Competition? What Competition?
Seeds of Greatness - The Fourth Seed

We also provide posts on other important aspects of the sales game. You will see extensive posts on e-mail marketing, web site development, downstream marketing, collections, and lifestyle management.

Examples of articles like this in the archives are:

Personal Blog or Website?
Blogs Can Help Your Business
Credit and Collection

We will also suggest resources including books, websites, e-mail tip providers, tapes, seminars, etc. At this time, neither the blogger (me) or California Springs Line receives any compensation for these referrals. We reserve the right to in the future, but we will also make it clear if we change the policy. There will also be the occassional attempt at humor, and you might have to endure a picture of my kids or grandkids from time-to-time.


Finally, a couple of requests. If you like what you read here, let everyone in your company or your local ASI chapter know about it. Share. Don't hesitate to send me a personal e-mail or call me with ideas for the site or to buy some bottles. Help support us in this effort by pushing California Springs Line bicycle style water bottles every chance you get. My oldest son enters college in 27 months.

MBWA - An "Old" Idea That Still Makes Great Sense

It is so easy to get stale. You get a decent amount of sales flowing through, the income covers the bills, the pension plan and $10 left over at the end of the month. You are in some high cotton. For those under 35 years old, you've only been through one national recession '00/'01. The last one before that was short and light '91/'92. But local or personal recessions are always just around the corner. How do you stay fresh and alert so that you are prepared for the next soft spot? How do you stretch yourself to move up another whole notch? What does it take to move into the high flyer category.

Of course, there are many ingredients to that formula. We've touched on things like getting up early, mining your old customer lists, and reading the great motivation books. One that hit me across the head a few years back was contained in the best selling book, In Search of Excellence by Tom Peters and Robert Waterman. It was dubbed MBWA or Management by Walking Around.

The concept was very simple. You have to stay out there where the action is in order to stay current. In the advertising specialty world it can become easy to stay behind the desk, or just meet with the buyers to keep the relationships strong. But how does that translate into being a great source of ideas?

Walking around means visiting various kinds of stores and organizations to see what they are doing as promotions, contests, fund raisers, or employee programs. Read the paper and magazines with an eye out for "free gift with" or what kind of prizes are being offered in contests. Hit the internet to find out what kind of inducements are being offered to get folks to sign up or renew.

Finally, there are the materials offered by your own trade. It may seem like a big time suck to read all those magazines, attend the trade shows, and really check out catalogs and web sites of your suppliers. But that kind of walking around begins to create an accumulation of knowledge that is broad, deep, and current. It is that kind of difference from the competition that will commonly get you in the door, or keep the other guy out.

Kitchen Salesman Gets the Order

The Mother of my Children, also my phenomenal Wife, Pam, wants a new kitchen. To that end we interviewed 4 kitchen salesmen. Only one earned the contract.

All four were good salesmen. Funny, personable, even charming. All gave good ideas for design. Each one had a niche that they played fully. Why did Sol get the deal?

He promised to stay with us through the entire project. Gave us his cell phone #. Said he wanted to come out the day they did the drafting to make sure we had covered all the bases. He indicated that his entire business depended on referrals.

Are you a hit and run artist? Or do you become a part of the project? Will you know how the event went, and how your products were received? Do you know why your product was selected and how it works into the overall marketing plan?

The very best Promotional Product Professionals I have met, are marketers who are fully involved in their customers' campaigns.