As I write this, my desk’s calendar has only a few pages left. As you read this, whatever timekeeping/planning device you use indicates that we’ve crossed over into yet another new year. Sue me. I still like actual calendars. My large, wall calendar gives me a visual look at the year ahead, which is useful for my planning purposes. My desk calendar shows a day at a time, allowing for prioritizing what needs to get done on a daily basis. Write it down/cross it off. Simple and perfect. Doesn’t work for you and your fancy technology? Too bad. I’ve got your birthday highlighted on my phone, so I get a reminder of that. Good enough? I am both old-school and old. This is not news. Every look in the mirror reminds me.
So what is new? I can tell you what isn’t (aside from me): the expression “what’s new?”. Depending on when you are actually reading this, chances are you are already or about to be sick of the phrase “what’s new?”. Be it on a personal level, as you get to see people you’ve not seen in a while, or in the business sense (as, after all, this is being written for a business journal). The month of January not only implies new calendars, but also new selling seasons. As such, we’re all getting bombarded with the questions of “what’s new”.
Don’t get me wrong (we all know it wouldn’t be the first time): I get it. “What’s new?” is, if nothing else, a polite greeting to someone you may see once a year. And I can also understand some people embracing the whole “new year/fresh start” mentality (although it escapes me how the turning of one calendar page can miraculously wipe the metaphorical slate clean and allow for all new screw-ups on your part), perhaps because it’s what people (okay...other people) want to believe.
I get the importance of new-ness. You want to be the first kid on your block with all the cool new toys; you also want to be the first distributor to be shown the hottest new products that you can’t possibly live without, in order for you to be a hero in the eyes of your customer, who is also craving what’s new, what’s hot, what’s happening. Here’s a hint: it is neither a fidget spinner nor an over-priced piece of name-brand drinkware.
I’m reminded of an episode that occurred several years ago as I was manning the tradeshow booth for Hilton Apparel. For the umpteenth time that day, someone came up to me and asked “what’s new?”. I know that it may be difficult for you to believe that I had little patience, but I guess I was just tired and cranky by this point (okay...crankier). So when this poor, unsuspecting person foolishly asked me that innocent-enough question, I responded by asking about which of our items they were presently buying. I was given the worst possible answer: they weren’t using any of our products, so I gently pointed out that everything in the line was new to them.
The look on the distributor’s face was priceless. At first, it was a look of shock at the directness of my response (clearly, this was not someone who had read my column before). But then, I saw it…that glimmer of recognition: I was right...everything in the booth was a new item for them and a new opportunity.
How many great possibilities do you think you might have already missed due to your insistence on knowing what’s new? Maybe a better question is to ask “what’s working?”…or “what’s successful?”.
Whenever I call on clients (yes…I actually do make that effort!), I like to open with some direct questions: who are your clients and what are you working on? Given a little information, I am able to steer my presentation towards items which I feel might be appropriate...both new and old.
My advice? Work with your partners. Give them the information that they need in order to make for a win/win opportunity with their product line. They want (no…need) you to feature their merchandise and are prepared to give you the tools you need to successfully sell it. In exchange, you have to give them the tools they need in order for them to make an intelligent presentation to you.
Don’t focus on the newest and hottest...focus on what might work for your customers.
Okay...so tell me...what’s new with you?
Mike Schenker, MAS, is “all that” at Mike Schenker, Consulting, where he assists businesses entering the promotional products industry, mentors professionals, and offers association management. He is a promotional industry veteran and member of the Specialty Advertising Association of Greater New York (SAAGNY) Hall of Fame. He can be reached at mike@mikeschenker.com.