I am a proud parent of 15-year-old (VERY soon to be 16-year-old) twin boys โ they are bright, humorous, thoughtful and continually inquisitive. When they were toddlers, I especially recall that they would carpet bomb me and my wife with โwhyโ questions:
If you have been around younger children for any length of time, you can likely relate to the seemingly endless stream of โwhyโ questions. While โwhyโ type questions can be exhausting for parents, they are critical to child development and learning. However, as we get older, many seem to lose this passion for questioning the world around us โ especially when interacting with prospects or clients.
Even with so much competition in the promotional products industry, most are happy to simply quote on a possible order instead of taking the time and effort necessary to engage the client and provide guidance above simple branded merchandise. For example, Abbott Industries is seeking to procure some merchandise in an effort to drive traffic to trade show booth. In the past, they have used a specific pen โ a pen they are planning on using again โ and they are seeking the best price.
Distributor Dave is thrilled someone is calling him, gladly takes down the information, and promises to get a quote to Abbott Industries within 24 hours. He is professional in all his communications and gives his contact at Abbot exactly what she is seeking: a quote on pens.
Distributor Elizabeth, however, takes a different approach. Instead of merely quoting the client on exactly what they have used in the past, she asks a few โwhyโ questions so she can offer additional value beyond simple decorated products. Some of the questions she asks are:
Why are you attending this tradeshow?
Why do you want that specific product?
Why do you believe this product worked in the past?
Why do you think the product will engage your target audience and move them to action?
Why do you think it will support your overall goal for the show?
After collecting the answers, distributor Elizabeth then tells the client that she is more than happy to quote on exact same product they have used at previous shows. Elizabeth then tells the client that she will also offer alternatives, at a similar price point, that might better engage her target audience, move them to action, and provide a larger return on the investment.
Dave is doing exactly what the client requests โ but nothing more. This allows him to compete only on price and leaves him vulnerable to the competition. Meanwhile, Elizabeth has taken an active interest in helping Abbott Industries achieve their goals for the tradeshow and is providing alternatives along with a quote for the merchandise used in the past. If you were the contact at Abbott Industries, which distributor would you rather have as a partner?
The next time you are asked to quote on a project, take a few minutes, act like a toddler, and relentlessly ask the client, โwhy.โ Doing so will not only engage your client, you set yourself apart by showing you care more about their goals and objectives than a simple transactional sale. Let the competition be content by simply providing price quotes and hoping for the order โ take the initiative and use probing โwhyโ questions to uncover the reason behind the purchase and you being to position yourself as a trusted advisor who is invested in the success of the client more than a quick commission grab.
Bill is president of PromoCorner, the leading digital marketing service provider to the promotional products industry, and has over 17 years working in executive leadership positions at leading promotional products distributorships. A featured speaker at numerous industry events, a serial creator of content marketing, immediate past president of the Promotional Products Association of the Mid-South (PPAMS), vice president of the Regional Association Council (RAC) board, and PromoKitchen chef, Bill has extensive experience coaching sales teams, creating successful marketing campaigns, and developing branding that resonates with a target audience. He can be reached at bill@PromoCorner.com.