The Don of Selling: Do You Really Want to Sell Promotional Products?

Do You Really Want to Sell Promotional Products?

by Don Sanders

Since you are reading this column, you at least think you want to sell them. Unfortunately, the majority of people who want to be in this industry do not have a clear understanding of what it takes to make it. Some pretend to act like they know what they’re doing, while others simply have no clue when it comes to knowing how to make consistent sales. Just look at the salespeople who try to get you to buy their products. Does it seem like they really care whether you buy from them or not?

First, let’s focus on the suppliers in this industry. Which of the following things do they do on a consistent basis:

• Call you back when they say they will?
• Call back at all?
• Send a thank-you note for a nice order?
• Send sales reps out to call on you?
• Ask permission to speak with you when calling on the phone?
• Ask probing questions?
• Regularly follow up on what is going on in your business?

Unfortunately, I doubt that most of the suppliers with whom you do business would have received an affirmative answer on all seven questions. So, now turn the tables around and ask these questions of yourself:

• Am I willing to earn people’s business?
• Will I take the time to learn what I’m talking about?
• Will I call people back when I say I will?
• Will I resolve problems quickly and not blame others for mistakes?
• Will I show some personality on sales calls?

The following story from a distributor shows why certain types of people succeed in sales while others do not:

“My name is Joe Dumas and I have been a distributor for 25 years. During that time, I have attended more than 100 trade shows, ranging in size from the large annual winter PPAI Show to frequent regional tabletop ones. They really are all the same when you get right down to it. Suppliers show up, put out their products, and wait for distributors to come by their booths. Some were very enthusiastic when I approached, while some only managed to ask, ‘Can I scan your badge?’

“After a short time, I figured out that the ones who only used the ‘scan your badge’ approach were not for me. I preferred the suppliers who took an interest in my business and showed me how to sell their products. They gave me the tools with which to make more money. By sticking with the enthusiastic and knowledgeable suppliers, I have been able to carve myself a nice niche in the industry. In fact, several of the most aggressive suppliers helped me win three Golden Pyramid Awards from PPAI. Even today, when I run into the unenthusiastic suppliers at shows, I say, ‘Do not scan my badge; just show me how to use your products to make more money.’”

This distributor’s story demonstrates how even suppliers in this industry sometimes have no clue about how to attract new customers—you, the distributor. This unfortunate attitude is repeated thousands of times a day in the sales world.

It’s important that you do not replicate this poor selling technique and the hundreds of other bad ones out there. Make every effort to avoid bad attitudes that affect what you do on a daily basis. If you want to succeed at selling imprinted items, let people know that you want their business. Don’t have the “Can I scan your badge” mentality. Tell them you want the order with an enthusiastic attitude. Always make followup calls and resolve problems as quickly as possible.