Imprint Canada - October 2022

IMPRINT

CUSTOMERS IGNORING YOU?

Social Media Content Ideas That Will Bring In Business Fill Up Your Content Calendar With These Engaging Tips

By Adriano Aldini, Imprint Canada

COMMON SALES OBJECTIONS & HOW TO OVERCOME THEM

Social Media has made building a brick and mortar business today much di erent from 15 years ago. Today, you can promote your products, services and brands on literally dozens of media channels and quickly reach audiences that were previously much harder to target.

A recent Hootsuite report showed that 48 per cent of consumers inquire about products online and 42 per cent of social media users can be converted into customers once provided with accurate, helpful information about your business, service or product.

Social media has become a business partner, a marketing tool, an e ective marketing strategy and using it to your business’ advantage is crucial.  So how do you raise brand awareness? How do you engage people, gain new customers and convert them to buyers?

Bust Out of Service Fatigue: The What, Where, Why & How Behind the Decline in Customer Service Excellence

By Laurie Guest

Does it feel like no matter how hard you try to please your customer, it isn’t enough? Are you in charge of leading others and the faster you train teams and build energy, the quicker it seems to fade? Are you a business owner feeling hopeless about the never-ending needs of sta and customers while trying to achieve a pro table bottom line? You’re exhausted, right?

is exhaustion is what’s called service fatigue, de ned as that feeling that keeps you from delivering the excellent customer service your sta and clients have come to expect. Le unchecked, this weariness can impact your business in many negative ways, from short tempers to lost business. Let’s unpack the what, where, why, and how of service fatigue and get on the path to busting out of it.

Content Ideas, continued on Page 12

Service Fatigue, continued on Page 6

Beware of Service Fatigue: Wearing multiple hats and trying to keep all of your customers and employees happy can lead to exhaustion and burnout.

Consistency is key when it comes to social media. It’s important to create and stick to a content calendar that will engage and interact with your audience.

OCTOBER 2022

The Entitlement Mentality

A few months back, a friend and I were having a conversation about the whole covid experience, in which he declared that he felt that he was more deserving than others of good fortune, and that “people like him” deserve an extra break now due to the sacri ces he made during the pandemic.

It caused me to wonder how prevalent this attitude was, so I collected input from other friends and industry peers asking their thoughts on similar feelings of entitlement from those around them. It became clear that many were also encountering this same sentiment; more than ever, people felt as though they were “owed something.”

By no means was covid the birth of “me rst” attitudes, they have always existed, but it seems to have boiled to the surface for many who quietly harboured those feelings prior.

From increased examples of personal con icts over the slightest things, to an increase of “I win, you lose” approaches in business dealings, it seems that an increasing number of people in general are struggling to control their impulses, and that many have developed and become very vocal about this sense of entitlement.

Obviously the pandemic had devastating impacts on people’s lives, from losing luxuries like going to a movie theatre, to life-altering personal and nancial challenges. But this pandemic impacted everyone di erently, some were just in better/luckier positions to absorb the impact.

I have found one of the best ways to deal with such individuals is to point out the di erences between their needs and their wants. Anything beyond the need can then become the focus of discussion/negotiation.

e wants should remain uid and that must be remembered to survive challenges. Also, illustrate how their approach may unintentionally a ect you and others around them, so that they can be more aware of how counter-productive their approach is.

Above all else, lead them to focus on what can be controlled: not the unforeseen challenges but rather their response to them.

January 6 & 7, 2023

Toronto Congress Centre

Pulse Microsystems Acquired by Tajima

Tajima Group, the a global leading manufacturer of embroidery machines, announced that it has acquired Pulse Microsystems Ltd. and established it as Tajima So ware Solutions Inc. (TSS) in Toronto, Canada.

Pulse’s work ow and personalization automation so ware for embroidery, print, and engraving has transformed the production processes and e-commerce o erings of the biggest global brands in sportswear, fashion, workwear, and gi s, as well as small and medium sized companies. Automating ondemand and personalized decoration of products of all types using any machine brand and any decoration technique has enabled these customers to scale their businesses pro tably and sustainably.

“Our vision of providing comprehensive solutions to the product decorating market depends on integrating worldclass so ware technology with our world-class hardware

engineering. Pulse’s advanced work ow technologies, cloud platform, and its embroidery, vector and image processing engines enables the Tajima Group to develop new intelligent machine functionality, and Industry 4.0 with IoT connectivity.”, said Hidetoshi Kojima, CEO of the Tajima Group.

“We are excited to join the Tajima team and participate in its vision of transforming the product decorating industry with innovative solutions elevating scalability and sustainability. Pulse has partnered with Tajima for more than 20 years in the development of its advanced embroidery so ware technologies. Together, Tajima and Pulse are executing on our shared vision of providing innovative complete solutions for product decorators.” said Tas Tsonis, the Managing Director of TSS. Tas, along with Brian Goldberg and Claude Vlandis will continue to drive the technology vision at TSS/Pulse.

GLOBAL RETAIL NEWS

Levi Strauss reports 1% growth in Q3 2022

Levi Strauss & Co reported net revenues of US$1.5 billion, recording a growth of 1 per cent in the third quarter (Q3) of 2022 ended August 28, compared to the third quarter of 2021. It was driven by growth in direct-to-consumer (DTC) business and increases across the US, Asia, and Latin America.

“Despite a more challenging environment, we delivered solid third quarter results. The Levi’s brand grew 6 per cent in constant-currency, hitting a 10-year record third quarter sales result,” said Chip Bergh, president and chief executive officer of Levi Strauss & Co. “While we expect the macroeconomic backdrop to remain unpredictable over the next few quarters, our strong brands, diversified business model and proven team position us to deliver on our long-term objectives.”

Source: Fibre2Fashion.com

LVMH’s organic revenue grows 19% in Q3

LVMH Moët Hennessy Louis Vuitton recorded organic revenue growth of 19 per cent in the third quarter, in line with the trends observed in the first half of the year. It recorded revenue of €56.5 billion in the first nine months of fiscal 2022, up by 28 per cent compared to the same period of fiscal 2021.

The Fashion & Leather Goods business group recorded revenue growth of 31 per cent in the first nine months of 2022 (24 per cent in organic). Louis Vuitton shined again, driven as ever by exceptional creativity and the quality of its products.

Against an uncertain geopolitical and economic backdrop, the group is confident in the continuation of current growth and will maintain a policy of cost control and selective investment.

ONLINE EDITION

www.imprintcanada.com/magazine

PUBLISHER

Tony Muccilli : tony@imprintcanada.com

PRODUCTION MANAGEMENT

Adriano Aldini : news@imprintcanada.com

CONTRIBUTORS

Adriano Aldini, Je Mowatt, Laurie Guest, Kristina Hublar

Imprint Canada is published six times per year by Tristan Communications Ltd. e contents of this publication may not be reproduced either in part or in whole without the consent of the copyright owner. e views expressed in this publication are not necessarily those of the publisher. Request for missing issues are not accepted a er three months from the date of publication.

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What does Service Fatigue look like?

You know what customer service delivery should look like. Attentive. Proactive. Genuine. Service fatigue is “less than,” and it presents in many forms. It’s when your customer experience is less than you—or they—expect. It’s a lack of energy, elevated stress, constant ambivalence, di culty concentrating, missed deadlines, frequent mistakes, or safety compliance issues. e trickiest kind of service fatigue to spot is the kind the team thinks they can hide from guests. It’s still there, lurking beneath the surface, threatening to bring everyone down in its undertow.

Where does Service Fatigue come from?

A er a stressful few years, various challenges have caused service fatigue levels to skyrocket. But the truth is, service fatigue can strike at any time, and much of it is really nothing new. It’s short-tempered customers who escalate to anger quickly. It’s trying (and usually failing) to juggle multiple priorities at a time. It’s navigating ever-changing business policies. It’s responsibilities that outnumber hours in the day. It’s one bad attitude draining a team’s morale. Service fatigue can come from anywhere and knowing how to identify it is half the battle.

Why does Service Fatigue matter?

e short answer: It matters because it impacts your bottom line. When service fatigue takes over at your business, everything is at risk. You can play a huge part in lessening

that burden for your team and your customers. If it’s possible, make work a welcoming, encouraging environment for your sta so they can give your customers a reason to crow about the great experience they had.

By recognizing service fatigue and equipping your team with the tools to bust out of its grip before it’s too late, you’ll ensure that everyone’s experience is that much better.

How do we mitigate the effects of Service Fatigue?

ere are countless ways to bust out of service fatigue, and no two businesses will adopt exactly the same solution. Decades of experience in the customer service industry prove that there’s no silver bullet to nally overcoming exhaustion. Instead, it takes a combination of strategy, patience, and commitment to bolster your team and get them back on track to deliver the kind of remarkable customer service you and your customers expect.

To get you started, here are a few ways to start busting out of service fatigue as soon as today:

Build Better Boundaries

Professional boundaries can be the single best tool to help bust out of service fatigue, whether you need to put them in place with your boss or you need to ensure your team knows that work/life separation is a good thing. Unless it’s imperative to your industry, do you really need to reply to emails at 8 p.m.? Is that gap or hiccup in a process at work really yours to lose sleep over?

We all can and should go above and beyond to deliver customer service excellence. But when you’re doing far more than is expected, you may be bringing service fatigue on yourself. Be honest: Are you guilty of your own boundary breakdowns? Are there honest conversations you can have to get those boundaries—and your energy levels—back on track?

Re-evaluate your boundaries today and nd where you can

rm them up. You’ll soon see what a di erence they make in boosting your energy and positive attitude.

Grant Yourself Rest!

Who doesn’t love rest? While some have mastered the art of taking breaks, Americans tend to do things fast—and o en multitasking. We like the concept of rest, but the demands on our time o en get in the way of our ability to truly take a break. ere are as many as seven types of rest, from physical and emotional to creative and spiritual. e truth is, they’re all important, and giving ourselves the space to breathe when things get stressful is imperative. Rest can mean putting down your phone an hour early and reading a book instead, or using your shi break to do a brief silent meditation so you’re prepared to head back to work.

When we prioritize rest and start to see it as doing good for ourselves, we are more energized to deliver customer service excellence.

When do I need to address Service Fatigue?

No surprises here: If you recognize the signs of service fatigue, now is the time to bust out of it! Start by identifying what’s causing the fatigue, then set aside time to plan for change, including both big and small steps to reinvigorate your team and return to delivering customer service excellence. When you commit to the change, the hardest part is already over. All it takes from there is digging in to bust out of service fatigue once and for all!

A Hall of Fame keynote speaker and author, Laurie Guest, CSP, CPAE, is an authority on customer service excellence. Laurie blends real-life examples and proven action steps for improvement. She is the author of two books and is writing a third on the topic of service fatigue. To learn more or connect with Laurie, visit www.LaurieGuest.com

Service Fatigue, continued from

Service fatigue, defined as that feeling that keeps you from delivering the excellent customer service your staff and clients have come to expect.

About the Author:

When Customers Ignore You

By Jeff Mowatt

Remember the days when people noticed good customer service, talked about it, and most importantly, rewarded  you for it? Happy customers would give you repeat business and spread the word about your products and services.

In today’s lightning-paced world however, people are so  rushed  moving to the next thing, or are so distracted  by their mobile devices, that good customer service is o en overlooked. Fortunately, as I share in my seminars, there are several easy things you can do that will enhance your service and boost your business which your customers will actually

notice. Best of all, they cost you nothing. Here are ve business building tips:

1. Be the voice of reason

Here’s an insider secret I discovered when clients started bringing me in to assess and o er feedback on their call centres. You can generally tell within 10 seconds whether the service rep will calm the customer or irritate them. It’s not  what  the employee says – it’s the sound of their voice when they say it. Employees who have thin or high voices,

mumble, or add useless words (ya know, kinda, sorta, fer sure) garner less respect from customers than those who are more articulate. Conversely, when you lower your tone and enunciate – by crispening-up your consonants and rounding-out your vowels – you’ll be perceived as more reasonable and intelligent. By watching your language you’ll transition in the customer’s mind from being merely a  clerk  or  order taker  into becoming a Trusted Advisor.

2. Show-o your homework

Today’s customers juggling the demands of work, home, family, nances, and constantly running errands. Because of this constant busy state, many clients are extremely receptive when someone goes to the trouble to do some homework and nd out about them. So, before a client meeting, spend a few minutes doing a web search on the customer and the company.

Start the conversation with a few comments along the lines of, ‘I read that you have…’, or ‘I noticed on your website…” is a wonderful way of demonstrating your attention to detail and social intelligence while focusing on the customer. In the customer’s mind that makes you brilliant.

3. Listen loudly

Customers are impressed by your knowledge, not your  product  knowledge. Customers are more impressed by your understanding of their unique individual needs.

Today’s customers are inundated by information coming at them: tweets, emails, sound bites, and micro-ads. at means you’ll be noticed more if you if you’re a good listener rather than a smooth talker. It’s not enough to just listen to customer needs and then o er solutions. You need to be  perceived as listening.

Fortunately, this is as easy as saying two words a er your customer explains their needs: ‘Sounds like…’ Starting your comments with these two words forces you to paraphrase your understanding of their needs. It’s also a great lead-in to expressing empathy, as in, ‘It sounds like you’ve had a frustrating time trying to x this.’ You’ll be seen as someone who truly  gets  your customer. at’s listening loudly. And this is something customers de nitely notice.

4. Make time shrink

Imagine a customer or co-worker asks you to send them information that might normally be sent the next day. You could say, ‘I won’t be able to send it to you until tomorrow.’ Or perhaps, ‘I’ll send it rst thing in the morning.’ Contrast those responses with, ‘You’ll receive it within 24 hours.’ e 24 hour statement sounds like a stronger commitment because it’s speci c. And it sounds faster because you’re talking hours not days.

By changing your wording, you’re making time shrink.

5. Close the loop

In attempting to grow our business we are o en so focused on gaining more customers that we neglect those we already have. Case in point is when we deliver a product or service without any follow-up. Closing the loop can be as simple as leaving a 20 second voice mail message with the customer stating that you’re making a  courtesy checkin  call to ensure that everything’s OK with their purchase.

Heck – forget 20 seconds – next time a co-worker sends you an email request, once you’ve completed it, take ve seconds and reply to their email with one word. ‘Done’. Again, you will be noticed.

Bottom line: ese tips for getting noticed by customers and coworkers simply require a few adjustments to the way employees communicate.

It isn’t complicated. Which is why I call this approach to enhancing internal and external customer service  In uence with Ease ©.

About the Author: Je Mowatt is a customer service strategist, Hall of Fame business speaker, and author of the bestselling book, Becoming a Service Icon in 90 Minutes a Month. To obtain your own copy or to inquire about engaging Je for your team, visit www.je mowatt.com

For All Your

Ceramic

Needs

News {Business Development}

Content Ideas, continued from Page 1

is entails knowing your business and your audience and personalizing your content to target speci c goals.

First things rst: Choose the right social media marketing channel. It is easy to get overwhelmed and try all social media platforms at once. Don’t give in to this temptation. Know the strengths and limitations of each platform and choose what suits your company–considering your target consumers, your product and services. For a detailed breakdown of each social platform, please refer to the October 2021 edition of Imprint Canada

Here are social media content ideas to consider to help generate leads and bring in more business:

HELPFUL LINKS, ADVICE, OR OPINION

Social media is the quickest way to respond to queries, and it is also the best medium to reach out actively to your audience. While you are answering inquiries and comments, make it a habit to post articles that provide solutions, tips, and advice.

As an example, post advice for rst-time marketers looking to create engaging client appreciation events; or give tips for busy business owners on how custom ful llment programs can simplify their sourcing needs.

Position yourself as an expert and make your opinion matter by sharing it in your platforms. is can also spark conversations between you and your target customers.

Sharing helpful tips is caring.

POSTS WITH LANDING PAGES

If you’re posting blog posts through Facebook, you can link these with the di erent pages in your blog. Optimize your landing pages for intent and conversion. Why did a particular customer visit your page? What speci c service or information can you provide? is could help you personalize and re ne landing pages and will help you identify and capture potential leads.

48 per cent of consumers inquire about products online and 42 per cent of social media users can be converted into customers once provided with accurate, helpful information about your business, service or product.

REFERRAL REWARDS AND LOYALTY PROGRAMS

Marketing your business is a collaborative e ort. rough social media, you can encourage your current customers to introduce your business to someone and in return, they receive an incentive.

Nothing spreads good news faster than word-of-mouth. If your audience trusts your company, they can easily encourage others to join you on board. e rewards will strengthen the current partnerships you have.

respond directly to your questions? It gives you direct feedback that is vital to the improvement of your product or service.

Ask questions, conduct surveys, add humour; Keep the tone friendly and light, making your post relatable so you can attract more users to answer.

ink of a topic that is related to your business - i.e. “what’s the best promotional gi you’ve ever received?”

By engaging them to an informal and fun quiz or survey, you can learn a lot about who is following you. Remember: the results you will get from the quiz can turn into reliable leads or an insight to who is speaking to you online.

SPECIAL OFFERS & CONTESTS

Regularly post unique o ers to your social media account. Once you identify your audience base, you can tailor t your o ers to their interests and needs. Generate o er codes for them or use special ad forms which you can post on Facebook or Instagram.

Contests are a more active approach to rewarding your customers. You can set your own mechanics guided by the rules and regulations set by the social media platform you’re using. You may ask participants to tag a friend or share a post for added promotion.

Take advantage of this strategy to educate the audience about your brand. Most of them will only join for the freebies – unless you make the right move.

LATEST UPDATES

PRACTICAL SOLUTIONS THROUGH VIDEOS

Ask yourself, “What service or product can I highlight that will help my clients solve a problem?”

e main goal is to inform and educate, so the tone of your video can be more instructional and practical than entertaining or pushy. O er simple tips, and lists of what to do or what to avoid. Again, you’re the expert, so frame your content in a manner which informs and educates your audience. If you consistently add value through engaging information, your customers will eventually notice and your audience will continue to grow.

QUIZZES & POLLS

A fun way to interact with your customers (and have them interact with each other) is through quizzes and polls. What better way to get to know your audience than by having them

Customers crave something new now and then. If you have new products, services, changes, or upgrades, then announce them promptly and creatively! You can post teasers in advance before the launch date or create a countdown to build up excitement among your audience.

INFOGRAPHICS

People are too busy to nish an article, so they’d rather scroll down until they see something eye-catching and relevant. Infographics combine these two features, making your message 25 per cent more comprehensible. e tip here is not to overcrowd your graphics with information. e simpler, the better.

USER-GENERATED CONTENT (UGC)

Nothing can convince consumers to buy your products more than their fellow consumers. is is why UGCs are the best social media content advertisement for any business.

Encourage customers to take photos of your product and post it on their social media accounts.

Consistency is key. Creating a social calendar will help alleviate the stress and uncertainty of when and what to post.

continued on

BETTER COTTON FOR SUSTAINABLE FUTURE OUR COMMITMENT TO SOURCE MORE SUSTAINABLE RAW MATERIALS IS ONE OF OUR CORE STRATEGIES TO REDUCE OUR CARBON FOOTPRINT. WE JOINED BETTER COTTON TO ENSURE ALL COTTON WE SOURCE IS MORE SUSTAINABLE.

100% TRANSPARENCY IN SUPPLY CHAIN OUR MISSION IS TO MAKE THE BEST POSSIBLE PRODUCTS WHILE MAKING A POSITIVE IMPACT ON THE PEOPLE THAT MAKE AND USE THEM.

MADE IN OUR

THE

MULTI-CHANNEL LIVE CAMPAIGNS

Connecting with your audience doesn’t get more authentic and personal than with the birth of the LIVE in-app feature. Whether it’s Facebook or Instagram Live, you can broadcast just about anything that relates to your business. And because there are various social media platforms available today, you can broadcast your shows simultaneously to target di erent demographics.

HASHTAGS + VISUAL QUOTES

Simple also means striking. Sometimes, even without visuals, your quotes on social media can stand out when posted with speci c hashtags. Consistency is also the key. Stick to a format and style that speaks of your brand and one that can inspire a wide range of audience.

GEO-FILTERS

Do you have a local business presence? Location-based overlays such as Geo- lters must be your best buddy! Add them to your Snapchat stories or Instagram so that users could nd you.

“BACKSTAGE” PHOTOS

Put a face to your business by featuring your team. Post stories about how they started working with you, share interesting facts about them, and mention their role in your team. It will be easier for customers to relate to your company (and give their trust) if they know the people they deal with.

OPEN Q&A SESSIONS

Scheduling a Q&A session with your audience could give way to relevant discussions. You can do it live via Facebook or Twitter; or just simply delegate such hours as an open time for anyone to ask you any question about your product.

You can plan this ahead if you like. It can be as generic or speci c as it gets, but it has to be clear to your followers before the session begins.

You may also opt to invite credible guests to answer your questions depending on the topic. Give your session a practice run to make sure everything goes smoothly on the technical side. A one-hour Q&A session is ideal for starters.

PRODUCT REVIEWS

Product reviews from customers will help generate sales and increase your market reach. As a consumer myself, I nd that the more speci c the review is, the more convincing it is.

CUSTOMER CASE STUDIES

Back up your claims with real results by posting your customers’ success stories.

Case studies may be presented through a creative video, a downloadable PDF, a section on your Website, or a slide presentation.

Include a title or headline, a one-to-two paragraph case summary, your subject, the problem, how your service or product solved it, and the results (in percentage or gures, if possible).

Case studies will always be unique to your brand and harder to duplicate compared with blogs. Not sure how to start? Templates and step-by-step tutorials are available online.

PARTNER PROMOTION

Appreciating the people you work with goes a long way.

It also speaks a lot about what you value as a business owner, one of them being your business relationships.

If you care for your partners, it only shows that you care for your customers, too. Use industry spotlights to promote friends and partners online that are in the B2B spaces.

CUSTOMER REVIEWS AND TESTIMONIALS

It’s always nice to appreciate loyal customers. Once in a while, you can share their inspiring reviews (usually one to two-liners) through a graphic post. Always include the name or handle of the customer to give them credit.

POST AN ANSWER TO A FAQ

Do you constantly receive the same questions from your audience? Save time without neglecting them by sharing your answer as a post. Make it as simple as possible or post it with visuals. You can also pin it on top of your page so that everyone can easily view it.

PODCASTS

It seems like everyone has a podcast these days, so why shouldn’t you? People who want to take a break from reading turn to podcasts or short and entertaining audio lectures/talks. In deciding what to talk about in your podcast, ask yourself these questions: What is my business really good at? What does my audience really care about?

You can also turn your blog into a podcast, if you have been blogging already.

CONNECT WITH INDUSTRY INFLUENCERS

Connecting with big in uencers can add credibility to your business. If you are brave enough to make the rst move in connecting with the big names, you can bring your conversation to your social media account for your audience to see. Cross-promoting yourself is never a bad idea.

Finally, be unpredictable! Get out of your day-to-day mold once in a while. Surprise your audience with random posts and see the di erence it makes.

GIVE IT A GO!

e best thing about social media is that you have total control of the posts that you could share, as far as achieving your business goals. All you need is to learn the basics, upgrade to new resources, and reinvent your social media content strategy as o en as necessary.

Be intentional in your strategies and always show concern for your audience regardless of whatever social media content you share.

Content

How to Effectively Overcome Common Sales Objections

By Kristina Hublar, Bruce Fox Inc.

Sales objections tend to fall in to four categories:

1. Lack of money: is is the most common objection. Sometimes pricing objections can be a disguise for something else, so be sure to get to the heart of the matter.

2. Lack of need: ere may be times that there is nothing you can do to help the prospects. However, if the prospect is the right t (hits your targeting criteria and is quali ed), then they likely don’t see the value that you have to o er. You’re likely not resonating, understanding their needs, exploring all possible needs, or addressing the right need.

3. Lack of urgency: O en, when urgency is an issue, they have other priorities that are trumping your project.

4. Lack of trust: If there is uncertainty towards your company, you, your solution, or your products, then you need to address immediately because they don’t believe that you can achieve or deliver what you claim you will.

You must identify which category objections fall into as they arise so you can respond e ciently.

Four Steps to Take When Overcoming Objections

To handle objections, try following this simple process.

1. Actively Listen. When you rst hear an objection, the immediate impulse is to want to respond, however you must ght this instinct. If you immediately address the objection and move forward, you’re leaving potential unvoiced objections lingering beneath the surface issue.

Instead, ask the prospect, “What else?” Get to the heart of their concerns. And be sure to give them room to speak.

Active listening is a vital skill here. And it’s ok if the room gets quiet as they ponder the question. You might nd that the rst objection was not the real issue at all.

2. Understand With Intent. You must seek to understand the objection and where they are coming from. If you followed the rst step, you know that many objections hide underlying issues.

is is where “why” questions come into play. Why is that? Why do you think that? What caused you to have that concern? Why is that important? Why are you looking for that particular feature?

3. Respond With Clarity. A er talking with your prospect, uncovering their concerns and understanding them, now you can address the objections.

If possible, work to resolve the issue immediately. But if the objection is something you need to look into, let them know. Be clear about the next steps you will take to get the

information and when you’ll get back with them. ere’s no point letting an objection be out there longer than necessary and be sure not to leave any objection le unaddressed.

away. Instead, ask your prospect what it would cost them if they did nothing. Help them consider the bigger picture for their business and bottom line.

If the price is hard to swallow, try updating your budget. Let’s say your awards program is budgeted at $50 per award, and many of your recipients repeat as winners from yearto-year. We understand that $50 doesn’t buy much, and you’re asking recipients to line ‘em up each year – something they’re not likely to do.

erefore, shu e the dollars. Look at the $50 per unit cost as a $250 per capita 5-year budget. en spend $150 on the initial-year award, and $25 each on an update element to add to the award for subsequent years. (Notice the aforementioned $25 for each update, not a $3 metal “tab”; that’s stopping short of doing it right and leaving your recipients feeling short-changed.)

4. Con rm a Resolution. Many skip this nal step. Try to gain commitment from the prospect on the resolution. Ask if they are satis ed with your answer – you can’t assume that they are.

If you follow these steps, you won’t fall into the common pitfall of rushing to overcome sales objections too quickly (and not only putting the prospect on the defensive but could be a complete turn-o ). Instead, you need to earn their trust and listen to their true needs before dispelling their concerns.

Now that we’ve outlined how to overcome let’s dive into the most common types of sales objectives you’ll likely come across in your day-to-day business.

Common Sales Objections and How to Handle Them

1. It’s too expensive.

Sometimes budgets simply can’t absorb the cost. However, for those other times, you have options on how to handle this.

Stop and listen. Let your prospect object. Let them voice their concerns (and please actually listen). en, ask follow-up questions that help summarize their objection. Talk through it with them.

Best combined with the rst response, you should emphasize the product’s value. And avoid discussing price right

Help justify the cost. Try breaking down the total cost into smaller amounts/services so your client can see why the price point is what it is. And don’t forget to focus/point out the unique value you bring.

You should always monetize the bene ts of your product. All too o en, we don’t help the buyer understand exactly how our product will help their business, especially in dollars.

2. We don’t have that pain point.

is is where it’s essential to prospect and research. If you know that this prospect is in your “sweet spot,” then there are a few ways to respond.

You won’t know if they are su ering from that pain or not, until you gure out their ideal situation and diagnose how far they are from it. us, ask: “What are your goals in relation to (business area)?” or “What does success look like in (business area)?”

A er asking what success looks like, ask about the ipside – “What does failure look like in (business area)?” is provides insight into their worst-case scenario so you have a reference point of exactly what they’re afraid of, and whether it’s something your product/project can help prevent.

Once you have a rm understanding on both sides of the scale, you can ask, “As of today, would you say you’re closer to success or failure in (business area)?” is can drive a point home, especially if your prospect is closer to the failure side.

Never forget, a vital tool in your arsenal is silence. If you aren’t comfortable with “dead air,” then you better soon be.

Objections, continued on

Effectively handling objections is what separates the great salespeople from the rest of the pack.

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Since most people don’t like silence, you’ll nd they’ll typically start talking more to ll the void. Allowing you to judge if they really don’t need your service/product o erings or if they’re just using it as an excuse.

4. Fear of change.

Fear of change can be due to complacency. When that is the culprit, you can to bring some urgency into the conversation. Try sharing some research about the competition and some of the changes they have made in their businesses. ere is o en nothing like a look at everything their competitors are doing that they are not yet to move them to action.

If reluctance is due to fear, then the decision-making process will be di cult. You must overcome those fears.

One way is to demonstrate past examples of change and how it was positive. is is where case studies and other examples will be a bene t.

5.  You don’t understand my business. is is a cardinal sin for salespeople. Understanding your prospects’ business, doing your research, and listening –especially before you start selling are essential.

You can ask them what you don’t grasp – ask them to help you understand. However, if you do, you must listen carefully and be genuine. Show interest, and don’t just go through the motions.

Furthermore, if you sell to a speci c industry (or niche) chances are you do know a bit about your prospect’s business. Let them know that you have experience working with similar companies and have solved similar problems in the past. In addition, if you did your research, mention information that shows that you understand their unique positioning in the market and what makes their company different.

6.   We only work with people we know.

It’s not uncommon for customers to want to work with a vendor they’ve worked with for years, even if that vendor isn’t o ering the best services or prices.

In other cases, they feel obligated to work with a friend of a friend or their boss’s cousin’s stepmother — that’s common in this business and you likely depend on this from your own clients.

If it’s just because they’ve never heard of your company, then you can treat this objection as a request for information. Don’t provide an elevator pitch but provide a quick summary of your value proposition.

Try getting more information about their satisfaction (or dissatisfaction) with the person they’re working with to get

a clear picture of what’s going on. Look for holes in their current service or o erings. is may be an opportunity to pitch them a variation of o erings that can complement the services they’re already receiving or ll in other gaps that they have.

7.  I’m not ready to decide.

Even though your product’s bene ts or services are amazing, at the end of the day, your prospects need a compelling reason to close the deal – or they’ll sit forever deciding and letting the deal go cold.

Sometimes they need a sense or urgency (maybe an impending deadline) or a bigger incentive that’s hard to say no to. And we’re not talking about hard sells like “ is is the last time we’ll be able to extend this o er and we need an answer now.” Hard sells are rated as the least e ective, according to the Harvard Business Review.

Instead, ask what’s holding them back. Why the reservations? Or try a so sell with a sense of urgency.

9.  I can get a cheaper version somewhere else.

Selling based on price is not recommended, but rather setting yourself apart and providing more value than those racing to the bottom with price.

One way to overcome this objection is to show that cheap isn’t always the best solution, especially for their budget and ROI. is is where being a salesperson comes out, cheaper does not always mean better, right?

Another way is to take advantage of the comparison. What are the points of di erentiation that provide your prospect the most value? Play them up and emphasize overall worth, not cost.

10.  I can’t sell this internally.

If your prospect doesn’t have the sway or ability to sell this internally, remember that you can; you’re a salesperson and you sell this every day.

So, work with your prospect to get insights, such as what objections they anticipate and help them prepare a plan for selling it (if you can’t do it for them). Have your prospect introduce you to the decision-maker and work with your prospect to be your internal advocate- it’s always great to have someone on the inside on your side.

13.  I don’t see the potential for ROI.

If you can’t show ROI, then your current customers won’t stay with you long and your prospects will be hesitant to work with you. at’s why we wrote a blog about tracking ROI for promo campaigns.

So, consider doing one of these two things (or both).

1. Put together a plan on how to track the ROI of the campaign or program. is holds everyone accountable, as well as allows for changes and potential for growth.

2. You may have to prepare a formal pitch for either your prospect or his/her manager, either using internal numbers provided by your contact or customer case studies (suppliers can sometimes assist with this). Answering with hard numbers (and a little storytelling) may be the answer.

16.  The timing isn’t right, call me back next quarter.

Whether your prospect is too busy or if you caught them at the wrong time of the year, chances are that they will still be busy in six months or next quarter.

However, that’s where asking questions comes back into play. You need to nd out if their business or industry are on a speci c calendar – like the insurance industry in how they recognize their employees.

However, that’s rarely the case. It’s usually a vague brusho in hopes that you’ll disappear.

One strategy would be to try listing o all the bene ts of working with you, outline the value of products and services you o er, and explain how easy it is to get started. Make the decision to hire you a no-brainer.

But I nd that too be too pushy and a turn-o . We’ve all had phone calls like this and have found them annoying, right?

So, instead ask, “What’s going to change next quarter?” Question their motivations for brushing you o and see if you can discover how you can assist them in the future.

We all know that as salespeople, objections are part of the game. However, rather than seeing them as roadblocks, recognize them as the opportunities they are.

Good Luck!

Even though your product’s benefits or services are amazing, at the end of the day, your prospects need a compelling reason to close the deal – or they’ll sit forever deciding and letting the deal go cold.

WEARABLES

Spyder Constant Canyon Sweater

alphabroder Canada introduces the Spyder Constant Canyon Sweater (S17936 / S17937). Made for easy layering, the classic proprietary Spyder power stretch fabric is back in this reimagined hybrid style. Full-zip front closure, debossed Spyder neck tape & internal locker loop, collar with brushed tricot, secure zip exterior chest pocket, strategically placed stretch panels for mobility, stylized back yoke, and raised silicone Spyder Bug patch are just some of this garment's great features. Offered in Men’s and Ladies in 3 matching colours; Black, Frontier and Polar.

Visit www.alphabroder.ca/brand/spyder/ for more information

Ultra Heavyweight Jacket

This ultra-heavyweight performance jacket will help you go through the most extreme winter weather days. The Frisco (Men’s FW3226 / Women’s FW3228) is suitable for -10°C to -35°C, features a Shearling lining with Diamond Quilted lining, a detachable hood, anti-RFID technology and waterproof breathable fabric. Available in black and graphite and suitable for a multitude of decoration techniques. Offered in XS-4XL (Men) & XS-3XL (Women). Contact Fersten Worldwide (800) 565-7462 or visit www.fersten.com

NuBlend® Unisex Colour-Block Raglan Hooded Sweatshirt

Fruit of the Loom is showcasing its 50/50 Cotton/Polyester NuBlend® Pre-shrunk NuBlend® pill-resistant fleece (Style 96CR). The Jerzees CR series is the ideal blank canvas that will unleash creative spirit. Made with sustainably sourced USA grown cotton, this garment features a high stitch density for a smooth printing canvas, and the colour-block styling provides a fresh approach to an athletic style. Other details include a tear-away label, 2-ply lined hood with grommets, contrast hood lining, and a front media pocket for tech gadget. Available in a range of colours in sizes S-3XL. For more information, please contact the FOTL team at canadacustomerservice@fotlinc.com

Mesh Knit Cuff Toque

Original Poly/Cotton Snap Back Cap

Cap America is showcasing the Original Poly/ Cotton Snap Back Cap. Style i8505 is a mid-profile structured full fabric cap with modified flat bill visor. The 3-part comfort fit sweatband features adjustable plastic snap back closure. Available in a wide range of colours and also available in youth size.

Visit www.dmlcreation.com for more information

3-in-1 Bomber

Sumaggo is showcasing the 3-IN-1 Bomber Jacket, Style: 51580-51532. Features include an outer jacket made from 100% polyester waterproof breathable fabric with a full size hidden hood under collar, 4” stripe with 2” 3M Scotchlite reflective and contrasting colour material. The inner poly/cotton fleece Jacket features 4” yellow contrasting reflective material and a detachable zip out hood. Available in Black/Black and Navy/Navy colours. Sizes: S – 5XL. Please visit www.sumaggo.com, email sales@sumaggo.com or contact (866)-793-7478

The Vault Cotton / Polyester Pullover Hoodie

Canada Sportswear is showcasing its Cotton / Polyester Blended Hoodie - Style L00550. The solids are constructed from 70% cotton, 30% polyester fleece, and the heather colours from 60% cotton, 40% polyester fleece. Features include a self-fabric lined hood with drawcord, a Kangaroo pocket, rib knit cuff and hem, and a tear away label for easy customization. This DTG-friendly (direct to garment printer friendly) garment is available in Unisex and Youth sizes in a wide range of colours. Please contact Canada Sportswear, Tel: 416-7408020 or visit www.canadasportswear.com

AJM is proud to showcase the latest fashionable toque to its winter collection. 9F200M is a cuff toque made with acrylic and incorporates a mesh knit which gives it a very sophisticated, yet sporty look. The cuff is made in a thick rib knit and will compliment your brand or team logo while keeping you warm and looking great! Available in 3 popular colourways; black, charcoal & navy. Please contact AJM International at 1-800-361-6256 or visit www.ajmintl.com

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Jerzees NuBlend® Jogger Sweatpants

Modern fit in a lighter-weight fleece and made with sustainably sourced, USA-grown cotton. The pill-resistant fleece offers a high stitch density for a smooth printing canvas. Featuring a contrast drawcord and side-entry pockets, the pants have a differential rise for a better fit.

For more information, please contact FOTL team at CanadaCustomerService@ fotlinc.com

Chunky Knit Horizontal Stripes

Leading today’s fashion trends, AJM introduces a new cuff toque 9I258M to its extensive line of winter headwear. Made from an acrylic chunky knit, it features retail inspired horizontal stripes all throughout the crown. With a solid 8 cm Pom Pom and a 6 seam snug fit, this toque is perfect for all sports and the corporate market. Available in 6 popular colourways.

Please contact AJM International at 1-800-361-6256 or visit www.ajmintl.com

Parkour Crew Neck Tee

Premium Cuffed Knit Toque

Cap America is showcasing its Premium Cuffed Knit Toque - style ik8550. This premium blend knit cap with cuff features ultra-soft ribbing throughout with Tonal Cap America emblem embroidered on cuff. Available in a wide range of sizes. Visit www.dmlcreation.com for more information

Knit Mittens

The Graz (FP580) is the perfect accessory to keep you protected from the cold weather. These versatile Olympic knit mittens come with a 2 X 2 rib cuff and are made from 100% Acrylic. Ideal for embroidered and knitted logos, the Graz is available in Black, Charcoal, Navy, Royal and Red. One size fits most.

Contact Fersten Worldwide (800) 565-7462 or visit www.fersten.com

Unisex Varsity ColourBlock Hooded Sweatshirt

Fruit of the Loom's 50/50 Cotton/Polyester NuBlend® Pre-shrunk Fleece, style 97CR, is the ideal blank canvas featuring pill-resistant fleece made with sustainably-sourced, USA-grown cotton. The tear-away label allows for total customization, and the quarter-turned construction eliminates centre crease. Available in S-3XL.

Please contact the FOTL team at canadacustomerservice@fotlinc.com

CORE 365 Techno Lite Hybrid Hoodie

shoulder

Canada Sportswear is offering its Parkour Crew Neck Tee - style S05610. Available in solid colours (100% cotton jersey) and Heathers (65% cotton / 35% poly), this casual and versatile tee features a rib knit neckline with spandex for shape retention, jersey knit back neck and shoulder tape, and a tear away label. These tees are DTG-friendly. Available in Men’s, Ladies and Youth sizes in a wide range of colours.

Please contact Canada Sportswear, Tel: 416-740-8020 or visit www.canadasportswear.com

The new CORE 365 Techno Lite Hybrid Hoodie (CE808) is the brand’s first hybrid jacket combining the wind & water resistant Techno Lite soft shell knit with lightweight “puffer panels” for style and warmth. This unisex style is offered in sizes XS-5XL and three core colours: Black, Carbon and Classic Navy.

Please visit alphabroder Canada at www.alphabroder.ca/brand/ core-365/ for more details

Heavy Nylon Reversible Winter Jacket

Sumaggo is showcasing its Heavy Nylon Reversible Winter Jacket. Style #5912 is made from premium breathable fabric featuring two-way entry front pockets, and a full size hood under collar with Velcro closure. The side entry slits with zippers closure add functionality and the embroidery zippers on left front allow for easy decoration. The reversible side is made of Certified H.V. 100% polyester Lime fabric with 2" 3M Scotchlite reflective material to ensure maximum visibility. Sizes are available from S-5XL. Compliance to CSA Z96/ANSI requirements. For more information, please visit www.sumaggo.com, email sales@sumaggo.com or contact (866)-793-7478

Low Profile Trucker with Modified Flat Bill Cap

Cap America is offering the Low Profile Trucker with Modified Flat Bill Cap. Style i3115 is a low profile six panel structured cap with a Chino twill front and trucker mesh back. The heather front is blended wool acrylic fabric and this style features an adjustable plastic snap tab. Also available in youth sizing. Visit www.dmlcreation.com for more information

3 New Solid Colourways

AJM introduces 3 new solid colourways: back/black, navy/navy & white/white for 9L594L, a popular style dedicated for ladies. The extra-large 12cm faux fur pompom complements the jacquard cable knit weave pattern in the crown giving it a high-end retail look. The textured, rib knit cuff adds to the

trendy design while keeping it simple enough to add your logo. Available now in 9 total colourways and ready for immediate shipping from all 3 Canadian warehouses.

For more information, please contact AJM International at 1-800-361-6256 or visit www.ajmintl.com

Manufacturers of sewing threads, wholesalers of elastics, tapes, trimmings etc.

Full-Zip Sweater

Made from 60% cotton and 40% acrylic, this full zip alpine sweater delivers all-day comfort and great style. Perfect for seasonal layering, the Alpine (Men’s FW3013 / Women’s FW3017) is ideal for embroidery, fabric appliqué, SDT transfers, and more. Offered in black, navy and charcoal in sizes XS-4XL (Men) & XS-3XL (Women).

Contact Fersten Worldwide (800) 565-7462 or visit www.fersten.com

New Aura Outerwear Collection

The New Aura Outerwear Collection from North End® features a 100% recycled nylon shell with UTK Hydropel™ water resistant technology and added UTK SubDown™ insulation for lightweight warmth. The North End Unisex Aura Fleece-Lined Jacket (NE721) features the Aura Sweater Fleece lining for added warmth and a contemporary square-patterned quilt design. Unisex style offered in sizes XS-4X and two core colours Black and Carbon. Visit alphabroder Canada at www.alphabroder.ca/brand/north-End/

Extreme 3-in-1 Bomber Jacket

Canada Sportswear's Extreme 3-in-1 Bomber Jacket (L01115) is a versatile garment ideal for Canadian climate. The exterior jacket features reflective trim on front and back shoulders and is fully seam sealed with waterproof, breathable coating with a snap detachable hood with adjustable drawcord, chest zipper pocket and lower front welt pockets with zipper closure. Available in Men’s sizes: S-4XL

For more information, please contact Canada Sportswear, Tel: 416-7408020 or visit www.canadasportswear.com

NuBlend® Unisex Billboard Hooded Sweatshirt

Fruit of the Loom's 50/50 Cotton/ Polyester NuBlend® Pre-shrunk Fleece (style 98CR) features pill-resistant fleece that is made with sustainably-sourced, USA-grown cotton. Details include a contrast self fabric fleece panel, no drawcord in hood, a tear-away label, contrast shoulder-to-shoulder tape, a front pouch pocket and much more. The high stitch density delivers a smooth printing canvas and this garment is available in S-3XL.

For more information, please contact the FOTL team at canadacustomerservice@fotlinc.com

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Outback Desk Mug

DezineCorp is highlighting their 16 oz. Outback mugs (Style M049). These stylish matte finish, double wall, vacuum insulated mugs are perfect for keeping your drinks hot or cold for hours! The push-on lid with sliding closure allows for splash resistant travel. Available in 3 colours and packed in individual gift boxes, the Outback makes a great gift idea for your next promotional event.

For more information, please contact DezineCorp at (866) 625-7820 or visit www.dezinecorp.com

Saratoga Eco-Friendly Journal

Windmill Canada is showcasing its Saratoga™ Branded Eco-Friendly Cork Journal. This stylish cork & polycanvas journal features an elastic loop closure and ribbon bookmark, with 80 ruled pages and document pocket on inside back cover. Screen Printed with your custom logo or message!

For more information, please visit www.windmillcanada.ca

16 oz. Campfire Mug

DezineCorp Inc. is showcasing the ceramic 16 oz. Campfire mug (Style C1526), a fun and unique twist on their existing Camper collections. With rugged and unique features added to the popular hand speckled glaze finish, this sturdy ceramic mug comes in four colour options, each with a contrasting black lip and black distressing. Each piece is unique. Consider the Campfire for your next promotional event.

For more information, please contact DezineCorp at (866) 625-7820 or visit www.dezinecorp.com

Zara Hardcover Paper Board Notebook

Kustom Promos is introducing the ZARA PMS Match Notebook. Use the wellness themed pages OR add your own custom page spreads. Matte or gloss lamination, Full cover design and multiple sizes possible.

Features of #TNB1902 include an elastic band, ribbon and pen hoop and it is available in 20 standard colours.

For a free virtual sample, please visit www.kustompromos.com or email anthony@kustompromos.com

36” Flat Polyester Lanyard

DML Creation is showcasing its collection of Polyester and Recycled Lanyards. Available in 20 stock colours or these can also be PMS colour matched to suit any promotion campaign

Visit www.dmlcreation.com for more information

IRIS - The PMS Notebook Perfect for Promotions

Kustom Promos’ New IRIS softcover PMS notebook is perfect for promotions. Excellent quality and value in one. The paper cover can be PMS matched with an imprinted logo OR deboss a logo onto a PU cover (22 colours available) for added elegance. As with all notebooks, choose one of our themes OR add your own custom page spreads.

Email anthony@kustompromos.com or visit www.kustompromos.com for a free virtual sample

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The Direct Embroidery Look Emblem

LowProfile ® Embroidered Emblems appear to lie flatter when applied to garments, and in many cases resemble direct embroidery, but can be stocked and applied to garments very quickly. These emblems are manufactured with 100% polyester twill fabrics and 100% polyester embroidery threads, with up to 15 colours per design. Find out more at https://emblemtek.com/products/lowprofile/

Make Beautiful Crests With Super-Brite Merrow Floss

Embroidery Systems Canada is an authorized dealer of Merrow emblem edging machines and parts, and now also carry the full line of Robison Anton Super Brite Polyester Merrowing Floss. Available in 24 colours, the Trilobal Polyester Floss is colorfast, durable, and much stronger than Rayon thread, and it maintains its colour, and is even resistant to bleach. For more information, visit www.embroiderysystems.com or call 1-888-805-8631

Eagle DTF Printer

RB Digital introduces the Toyoda Eagle DTF 4 head printer. Produce incredibly brilliant full-colour prints on almost ANY garment or fabric item, in almost ANY placement, with approximately 10-Second press time that will withstand many wash cycles.

For more information call 1-800-263-1413 or visit www.rbdigital.ca

Secure Your Patches and Crests With Crest Pro Adhesive

Patches and crests are more popular than ever, and if you're an embroiderer looking to make heat press or iron-on crests, Transparent Crest Pro Adhesive is ideal. Simply heat press one side of the Adhesive to the back of your crest, peel off the backing paper, and your crest is ready to apply to the garment. Each roll of Crest Pro is 30cm wide, and comes in 10 yard and 100 yard rolls. Visit www.embroiderysystems.com, or call 1-888-805-8631

Coloreel Instant Thread Colouring Unit

It’s like no other type of garment customization. The core of Coloreel’s product offering is the Instant Thread Colouring Unit, a unique product for instant thread colouring on-demand. The product can be mounted on any modern single-head or multi-head embroidery machine. It’s easy to operate with a smart touch screen panel, can be controlled remotely and works on all standard thread speeds, matching normal production speed.

For more information call 1-800-263-1413 or visit www.rbdigital.ca

Brilliant Colour, Trilobal Polyester Embroidery Thread

Known for its beautiful, rich colours and brilliant sheen, A&E’s Super Brite Polyester ® embroidery thread features high tenacity. This trilobal polyester embroidery thread is a high-quality alternative to traditional, rayon embroidery threads. Visit www.amefird.ca for more details

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