Increase Your Online Influence
The Internet today is a crowded place, and marketers who want to stand out need to make sure of one thing: They have to really connect with their target audiences. That was made clear by ASI Dallas Education Day speaker Alice Heiman, head of consulting firm Alice Heiman LLC, during her session titled “Three Big Ideas: How to Increase Your Online Influence and Authority.” Read Article
Joe Show Day One
Wondering what the hottest products are at the ASI Show in Dallas this week? Well, so was Joe Haley, star of The Joe Show, who went searching for the most eye-catching and functional items he could find. In this video, he shows off a variety of products perfect for many types of promotional campaigns. Enjoy the Day One episode of The Joe Show from ASI Dallas. watch the video
Become a Peak Sales Performer At his ASI Dallas Sales Bootcamp session yesterday, Education Day speaker Ron Marks told attendees not to follow the Golden Rule, but rather the Platinum Rule to boost sales. “Don’t treat people the way you want to be treated,” he said. “Treat them the way they want to be treated.” Marks’ advice was part of a lengthy list of strategies the consultant offered up to his audience. At the core of his message, though, were three fundamentals that he believes every good salesperson must master. “You need the right attitude, the proper skill sets and a high level of commitment,” he said. “You also must avoid the tendency to just present products and show catalogs.” READ ARTICLE
Minute-To-Win-It Networking Session Caps Dallas Day One
Education Day at ASI Dallas culminated with the popular ASI Minute-To-Win-It networking reception, which gave attendees a chance to cheer on colleagues, earn great prizes and get more than a few laughs. Modeled after the popular TV show, ASI’s games featured six on-stage tasks that pitted two teams of show-goers against each other. Randomly chosen contestants had one minute to shake ping-pong balls out of tissue boxes, balance Ring Dings on their foreheads and hike rolls of toilet paper through a hula hoop, among other challenges.
Click here for an ASI Minute-To-Win-It video montage.
Build a Winning Brand People Can Trust
People will buy from you if they trust you. And one excellent way to build trust with clients and prospects is to educate and entertain them through an informative, routinely updated blog. That’s just one of the many new-age marketing and sales strategies that Patrick Allmond shared at the ASI Show Dallas during his education session, “Your 24/7 Presence: Hot Digital & Mobile Branding Ideas.”
Creator of the popular “Own Your Empire” marketing system, Allmond told a packed room of industry pros that a blog replete with articles, videos and podcasts on topics like product trends can establish an online persona that presents you as a reliable expert, giving you an edge on competitors. “Strive to be the most educational company in your niche,” said Allmond, who frequently comments on FOX, NBC, ABC and CBS news affiliates.
Of course, Allmond’s session was about a lot more than blogging. He delivered an array of insights about how promotional product companies can establish a brand that suits them and attracts the kind of customers with whom they want to work. Part of this included explaining how colors are tied to certain emotions (blue equates to strength and dependability, for example) and how picking logo colors that convey the characteristics you want to emphasize is wise.
While having the right logo and graphic messaging is paramount, branding is about more than just those things, said Allmond: “A brand is everything you do that sets you apart – your products, services, your story – how you present yourself and your company” in person and online.
To build the right brand, Allmond advised distributors to create a “branding document” that spells out what makes them unique. Communicating this brand persona through everything from online videos and the “about us” section on a website to in-person elevator pitches, sales presentations and, of course, a logo and graphic messaging is a powerful way to stand out from the crowd and attract ideal customers. “Think about the kind of experience you want to offer clients and convey that through your brand,” said Allmond.
How To Recover Lost Clients
The adage remains the same: it costs more money to secure new clients than it does to retain current clients. But how much value is there to recovering clients that have been lost? According to Johnny Campbell, a lot. During his session at ASI Dallas, “The Lost Client Recovery Plan: Creative Tactics to Win Them Back,” he said: “The customers that we recover are not one and done. Once we recover them, we want to see them as a lifelong customer.” In fact, he said that to remain profitable, one of the top things you can do, in addition to selling more to current clients and winning referrals, is to win back lost customers as opposed to trying to gain new customers.
Not losing clients is the first step. In this world of business disrupters, it’s imperative that you do your best to retain your current clients by understanding what their needs are. Answer these questions: what do they do and why? Campbell said you may have lost customers you didn’t even know you had because you didn’t show interest in what they said to you. “These are customers who are not customers yet because you haven’t followed up with them,” he says. In other words, if they show interest in what you sell and tell you about a need they have, you need to follow up immediately before you lose that chance.
But, why are you losing clients? Campbell pointed to five reasons: 1. price; 2. your contact left the company; 3. poor product offering or service; 4. new vendor or competition; 5. they forgot about you. In addition, he said that customers want to know that you care about them and are there to help them with their business challenges. If they do stray, though, there are ways to win them back into the fold.
“When you start to recover customers, you have to know they’re worth it,” Campbell said. And that’s simple math. To grow 30% yearly, you need to gain five new clients a month, but if you’ve already lost three, then you need to gain a total of eight. As you cycle through the year, it becomes increasingly difficult to stay in the positive. But winning those clients back isn’t a futile effort. Have a process in place that targets lost clients. For Campbell that consists of three marketing pieces spread out over three weeks, with a call at the end if he hasn’t heard from them over that period. And, it’s paramount to use promotional products in the recovery process. Stay current with what’s going on with the client through magazines, Google Alerts and LinkedIn pages, for example.
Then, market to the needs that your research uncovers. Plus, let them know that you want them back, he said. It could be as simple as being present at the right time – but that can only happen if you do the research to find out what went wrong in the first place, and what they’re looking for when they’re purchasing.
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