I've been in the promotional products industry for more than 25 years, both selling products and programs and coaching and educating distributor sales professionals. I've seen a multitude of changes in that time, but one thing remains the same: our reliance on quality suppliers.
Sure, I've had my share of bad experiences working with the wrong suppliers, but this article isn't about to go negative, instead it’s a love story to our many outstanding suppliers, their staffs and their best practices.
Supplier Best Practices
In today's highly competitive environment distributors have their challenges and so do suppliers. Below are a few suppliers and their best practices that will help you, the distributor sales professional, to sell more, sell better and sell faster.
Free Virtual Samples
Supplier Admints and Zagabor http://www.admints.com (recently purchased by Hit), offers free virtual presentations. Send them art from your top prospects and they will create a free virtual presentation for you. Clients love seeing how their logo will appear on a product and these presentations have helped me secure more than my share of great orders. Their turnaround is quick, their support staff and follow up is great, and working with them is a pleasure. Take advantage of free virtual samples that Admints and many other suppliers provide, it’s a great way to increase your sales.
Supplier Best Practice: Free Post-Production Products
Here's another best practice that is a big help in increasing sales. I love when suppliers send a post production sample of the product with their invoice. This practice has helped me secure more than my share of new orders. Supplier Americanna http://www.americanna.com and Vision USA http://www.vision1usa.com/ are two suppliers that routinely do this. I'm sure there are others.
When I call on a client I can show them samples of what's been done for other clients in non-competing industries. When they can see and feel an actual product it helps them to have a better understanding of how this can work for them. Also, supplier Vision sends complementary products to the original order so that the client can start a continuity program. For example, if a coffee mug was ordered, Vision will then send a pen/pencil caddie with the same logo.
Supplier Best Practice: Fast Answer
Have you ever needed an answer right away and the sales rep was out to lunch or away from their desk? Years ago, wearables supplier Vantage http://www.vantageapparel.com instituted a Fast Answer service; if your rep is out, their Fast Answer person is always available. These days more and more suppliers are routing calls to the next available person.
Supplier Best Practice: Quick Resolution of Problems
If you've been in the business more than a few years, you know that mistakes sometimes happen on orders. The thing that will stay cemented in your client's mind is not what happened, but how the problem was handled. Recently I had order arrive at a client's location in not the best of condition. Supplier Leeds, http://www.leedsworld.com assigned a person to immediately handle the issue, and a resolution that the client and I were very happy with was offered. Resolving the issue quickly and satisfactorily is what will be remembered.
Supplier Best Practice: Inside Sales Rep.
This is different than the customer service person for your area, the inside sales rep is specifically there to help you increase your sales. My inside sales rep, Teri Cullina, teri.cullina@bicgraphic.com at Norwood has always come through for me with samples, virtual proofs, extra support and great deals that make me look fantastic to my clients. Check with your favorite suppliers to see if they have an inside sales rep for you.
Supplier Best Practice: Multi-line or Outside Sales Rep.
Many suppliers have outside or multi-line reps that will come to your location with product samples, catalogs and case histories and can be a great resource for you. In the past, I've had outside reps go on challenging sales calls with me. The samples they provide, their product knowledge, their ideas and case histories have been invaluable in increasing my sales. If you are looking for a more personal connection and want some extra care, ask if your top suppliers have a multi-line or outside sales rep that can meet with you. One of my favorites is Steve Mitchell (Steve@mitchellpromos.com), a multi-line rep who has always been available to help me bring in more sales.
Supplier Best Practice: End-user Friendly Email Blasts:
I get tons of email blasts every day, as I’m sure you do. If I see something that is great for one of my clients I love how quickly I can remove the supplier contact information and send it off to my account. PromoCorner http://www.promocorner.com makes this easy for you by offering end-user safe email blasts. Recently I sent an end-user safe catalog of Made in the U.S.A. items from PromoCorner. It helped keep my name and company visible in front of a client that will only buy Made in the U.S.A., and I know it will help secure more orders. If you’re not taking advantage of this service, you are missing out on increased sales.
I would love to hear from you. What supplier best practices do you enjoy?
Rosalie Marcus, The Promo Biz Coach, is a promotional products business expert, coach and speaker. Combining her skills and years of experience in promotional sales, she helps her clients sell more at higher profit margins and dramatically increase their incomes! Get a free special report: "10 Big Mistakes Promotional Professionals Make and How to Avoid Them" at www.promobizcoach.com or reach her at 215-572-6766