I have always compared the Promotional Consultant to a better known professional, an industrial psychologist. The psychologist knows what can motivate an employee to work, stay loyal, be more productive, respect a corporate culture, etc. So, too, must a promotional consultant know these areas.
In this pandemic and, eventually, post-pandemic world, your knowledge base must adapt to the changing employee workplace. Although there are uncharted waters ahead, to best service your current or future client base, you need to be prepared with the strategy to address new issues and needs.
So many businesses never had what we can now call, “front line workers”. These are people, like first responders, who put themselves “out there” facing customers, delivering essentials, holding down the fort with less support than ever. They do, indeed, risk the virus and a simple increase in pay may not be enough. Would special recognition be advisable? Yes! it would. Their mental and physical wellness is at stake and they have a high probability of being silent about their issues and concerns. Recognition can make a big impact on the performance of overwhelmed workers. A simple, but tangible, expression of appreciation can go a long way to help motivate performance.
A thank you note is not only inexpensive but extraordinarily personal. Using a branded card, and not putting a preprinted note inside, is a great way to “show your love”. As a psychologist/consultant you can advise on recognition that you are not “selling”. Feature spotlights in newsletters, pictures scrolling on a website, reminders on the walls and within intra corporate communications all fall together. By your presenting these ideas, you are displaying to your clients that you are a consultant and go beyond selling promotional materials and can offer a more comprehensive program.
Returning workers need a comfort level. If they do not feel 100% safe in a work environment, then every industrial psychologist knows it affects both performance and loyalty. Those returning to a desk from their desk at home may not be comfortable and prefer to continue working from home.
Think of the return to work as a soldier returning home after service. From the banner to the cake, from the surrounding friends to the festive environment. You can help by making the return to work an “event” to remember. To rebuild the esprit de corps.
Perhaps one of the more challenging assignments for HR and wellness coordinators is in motivating employees to keep up their vigilance and practice “safe work”. You have a huge toolbox of solutions that can do this. New tools are being promoted to you every day. Even if the client has enough hand sanitizer and masks to make it through until the next pandemic, safety directors will tell you that you must constantly drive the message home or people will forget, people will let their guard down.
We know in your A.R.M.E.R you help businesses educate and motivate. A constant reminder on a desk calendar, a post-it note or even the internal scrolling screen saver can educate and reinforce. Running internal contests focused on healthy days can build teams and keep the focus strong.
Maslow’s Hierarchy of Needs is your guide to re-engaging a workforce. Trusted tactics in sales motivation may not fit the most immediate requirements. Reinventing your services for distance meetings, shows and conventions are required. Businesses too small to be versed in using PURLS online, may find your knowledge useful.
Take a few minutes after reading this to recognize how valuable you can be in this ugly new world.
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 a 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.