Last month I discussed the first seven "bricks" in the foundation of your business. This month we’re back with the last eight bricks in your wall, your foundation stones for your future relationships; your true value vs. commodity buying. If you missed it, the first part of this two-part series can be found here.
I already confessed to being a devotee of Pink Floyd and my favorite quote is, “We don’t need no education." However, Ms. Customer, you do! You need to be educated on the total value my company brings to you. It is not clear if you think of your promotional campaigns as commodities. Our clients realize the success or failure of their programs count on many, many small critical factors that are often out of their control. With us, you and your company will know that you have entrusted the right agency for the job.
Remember, these need to be delineated and articulated in your very first meeting. They should also periodically be reinforced in presentations, e-mails, literature, etc. They are the foundation stones for your future relationship. Adding to those placed last month, here are the final bricks in the wall, and how you can tell your customers and prospects what they mean.
.jpg)
"Beyond being the production watchdog, we also guide delivery. We are tracking and problem solving (if there is a problem) to ensure every shipment for every need and event arrives on schedule. Our customer service team puts the teeth behind the word 'service.'”
“Consumer product safety is an imperative, but it is also a headache. Our team knows the requirements and is networked with sources who know even more. It’s fair to say that 100 percent of our suppliers have some degree of certification in CPSA, the appropriate insurance and paperwork. We all know that one slip can cost a lot more than a small fine. It has cost jobs and businesses. The world of unknown suppliers available on the internet has many potential hazards and consumer product safety is among them. Our knowledge and standards become yours, so knowing about lead and knowing where to get a white coffee mug decorated that meets CPSA is ultimately your knowledge base, as well.”
“We’re all aware of CPSA, but may be less aware about tax codes, sweepstakes laws and the like. Do you need to add a $50 gift card given as a Christmas gift to their W-2? Our team has a lot of knowledge and a vast network of knowledgeable people to ensure State and Federal compliance with tax issues, OSHA issues and such.”
“Many of our clients have programs for items like branded apparel where they, or we, carry some inventory. In simple terms, we can take responsibility to maintain the right inventory of products, sizes colors, etc. While it is a small job, it is an important job that saves our clients time and money.”
“We’re often asked… what is a reorder benefit? It could be making sure that the first supplier does not charge for reorder set ups. Or, that we are able to shift a die from supplier A to supplier B. The best benefit may be in negotiating price and keeping costs from gradually increasing.”
“We are your advocate. If there is any problem, perhaps with UPS, perhaps with damages or poor production, we are your advocate for a fair and equitable solution. In many cases, because of our total buying power with a given supplier, we are able to get a better solution than another might obtain. Just one good outcome to one bad problem is a solid reason for the loyalty between our two companies.”
“Call us old fashioned, but isn’t it nice to know who your partner is; to visit, to contact in a human way? Brick and mortar has its place. Even more so when you are responsible for deadlines and custom product. I would buy a poster online, but I would not commission an unknown entity to do a portrait of my boss.”
“Finally, our long-term relationship is based upon our client satisfaction, isn’t that the basis of every relationship? This is our standard and we know it is the guiding principle of our relationship.”
I have had a few dozen distributors who have attended my educational sessions show me their business card with this on the back. It’s a good idea as it opens the conversation concerning your value. I prefer a sheet with information about you and the company and the illustration as part of it. That sheet, along with collateral material in a printed presentation folder, certainly differentiates you from the field.
The take away: 15 foundation stones will help you build loyalty, show your true value and deter disloyalty.
Joel D. Schaffer, MAS, is CEO and Founder of Soundline, LLC, the pioneering supplier to the promotional products industry of audio products. Joel has 48 years of promotional product industry experience and proudly heralds "I was a distributor." He has been on the advisory panel of the business and marketing department of St. John’s University in New York and is frequent speaker at Rutgers Graduate School of Business. He is an industry Advocate and has appeared before the American Bankers Association, American Marketing Association, National Premium Sales Executives, American Booksellers Association and several other major groups. He has been a management consultant to organizations such as The College Board and helped many suppliers enter this industry. He is a frequent contributor to PPB and Counselor Magazines. He has facilitated over 200 classes sharing his industry knowledge nationwide. He is known for his cutting humor and enthusiasm in presenting provocative and motivating programs. He is the only person to have received both the Marvin Spike Industry Lifetime Achievement Award (2002) and PPAI’s Distinguished Service Award (2011). He is a past director of PPAI and has chaired several PPAI committees and task forces. He is a past Chair of the SAAGNY Foundation, Past President of SAAGNY and a SAAGNY Hall of Fame member. He was cited by ASI as one of the 50 most influential people in the industry.