September/October 2019

Page 1

IMPRINT CANADA THE MARKETING AND INFORMATION SOURCE FOR IMPRINTABLE PRODUCTS

A Tristan Communications Ltd. Publication

AFKA<= L@AK AKKM= H=J>GJE9F;= KL9F<9J<K L@9L E9Q := @MJLAF? QGMJ :MKAF=KK Customer service and marketing expert Marc Gordon looks at five performance metrics that may be hindering your business. 8

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MF<=JKL9F<AF? QGMJ ;DA=FLK <=;AKAGF LJA??=JK Author and consultant Jill Johnson explains the importance of understanding what triggers your customers’ decision making process. 16

F=O HJG<M;L KHGLDA?@LK Leading suppliers showcase their newest product offerings. 24

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%#(! ( ),' ")# The third and final installment of a three-part feature series written by Garry Bell, industry veteran, sustainability advocate and VP Corporate Communications at Gildan Activewear Inc.

In the first two articles we spoke about harnessing your inner-entrepreneur to run a more sustainable (and profitable) business, and about building sustainability into killer sales pitches for your customers. This final article focuses on the everyday personal choices we make and how a little information can go a long way towards creating a more sustainable future.

“IGNORANCE IS BLISS� I hate this expression; first used in a poem by Thomas Gray in 1792, it referred to the idea that NOT KNOWING what is coming would allow your happiness to last longer. Through our smart phones, it has never been easier for us to fully understand exactly what goes into the products we buy, what happens when we use them and where they go at the end of their life.

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How many times have we heard, “the artwork sells the shirt�? And while most of us know this to be true, do we really run our business based on this principle? In my experience and observation, I see too many shops sacrifice artwork due to time, budget or other constraints and - in my opinion - miss opportunities to set themselves apart from the competition and increase sales. One of the things I hear from my seminar attendees is, “I would love to do better designs, but my customers aren’t asking for that kind of artwork.� My answer to that is, “That’s because they don’t know you can do it.� That was my experience when I had my own print shop. Customers are used to seeing two-colour designs with a piece of clip art and type thrown over it. When everyone does that, you can count on the client haggling over price. By providing upgraded or enhanced versions of the artwork, you start a conversation that allows you to hold your price or even increase it. Most customers are used to calling around and getting pricing from everyone. “How much is it going to cost me for a full-front, two-colour design printed on 72 shirts?� *Z\_WZS KWV\QV]ML WV 9IOM

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/, 1( ." The independent, not-for-profit C.D. Howe Institute is considered to be “Canada’s most influential think tank� and a “trusted source of essential policy intelligence, distinguished by research that is nonpartisan, evidence-based and subject to definitive expert review.� In other words, C.D. Howe is one of the go-to research groups influencing economic policy with the goal of raising the level of prosperity for Canadians. Back in early August, North American media reported pessimistic forecasts, suggesting economic indicators were beginning to point towards an imminent global recession.

Tensions between the U.S. and China - along with Brexit - seemed to fuel these reports. In a cbc.ca news article, Farah Omran, a policy analyst with the C.D Howe Institute, stated: “We are currently at at a time of a lot of uncertainty, domestically the Canadian economy is doing fine. Housing seems to be rebounding while employment is good.� Ms. Omram went on to explain that Canadian inflation will be a key component in determining whether or not our economy will mirror that of the U.S., or run in its own direction. According to Omram, “in general, higher inflation is a sign of a strong economy, showing that consumers and businesses are using up spare capacity, including labour.�

income tended to spur higher inflation, because people strapped for cash are more likely to spend everything. That spending helps to bid up prices. When the economy instead is rewarding people at the high end, they are more likely to invest than spend, and inflation stays lower.� Over the coming months, the extent to which negative recessionary media headlines will influence Canadian consumer spending will play a key role determining whether our economy’s path will mirror those of the countries at the centre of this attention.

An interesting observation from Omram noted that, “economic improvements for those with lower

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IMPRINT CANADA _ 6HSWHPEHU 2FWREHU

September/October 2019 - Volume 26, Issue 5

Source: Fibre2Fashion.com

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PUBLISHER

Tony Muccilli : tony@imprintcanada.com

PRODUCTION MANAGEMENT

OFFICE ADMINISTRATOR

Maria Natale : shows@imprintcanada.com

GENERAL INQUIRIES

Adriano Aldini : news@imprintcanada.com

feedback@imprintcanada.com, (905)856-2600

CONTRIBUTORS

ADVERTISING SALES

Garry Bell, Dane Clement, Marc Gordon, Jill J. Johnson, Jeff Mowatt, Lindsay Pedersen

Tony Muccilli (Toronto) Tel: (905) 856-2600 Fax: (905) 856-2667

MARKETING COORDINATOR

Steve Silva : feedback@imprintcanada.com Imprint Canada is published six times per year by Tristan Communications Ltd. The contents of this publication may not be reproduced either in part or in whole without the consent of the copyright owner. The views expressed in this publication are not necessarily those of the publisher. Request for missing issues are not accepted after three months from the date of publication.

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FIND YOUR

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If you’re a screen printer, most will think “Well, that’s a director) and I spent a day at the zoo. We took photos of job using clip art with a colour thrown in.� That’s exactly everything specific to this zoo — the entrance, the large what everyone else is going to do. fountain as you walk in, the exhibit signs, etc. At the time, there was It’s what many shops have been a big “name the baby rhino� camdoing for 30 years. paign to celebrate the zoo’s newest You must differentiate yourself arrival, which we captured as well. from your competitors, and the When we got back to work, we easiest way to do that is with better artwork. It doesn’t cost extra put together a half dozen or so for the same two screens if one designs and printed them all. We design is created using regular clip had one featuring both mother art and the other is created using and baby rhino as a simulated process design with special effect inks enhanced stock art. Two colours that raised the rhino’s skin. We did equals two screens. a tone-on-tone ladies’ design with If you show customers a twocolour design that has some tonal the large elephant fountain at the value to it or possibly with halfentrance to the park using special effects such as glitters. tones, showing highlights and shadows, they will want to go with When we arrived at the meet2V \PQ[ BWZSQM M`IUXTM \PM IZ\_WZS _I[ XZQV\ML

the nicer-looking art. Customers ing, she looked at her watch and UWVWKPZWUI\QK \W OQ^M Q\ I LQ[\QVK\ TWWS are unable to visualize complexsaid we had 15 minutes. By the ities on their own, but if you can show them, they will time we got the second print out of our bag, she was on the phone calling in four other people to see our samples. want to buy it. If you already own stock art or have printed samples Her whole outlook and personality changed. She was of enhanced designs you’ve already created, show those blown away. We left the meeting with a very nice purto your customers. The more you can actually show the chase order! customer, the better they can visualize what you have to I realize it’s not always possible or cost-effective to offer and the more likely they’ll want it. create printed samples with the customer’s information, but it is more impressive to do so. If you have an import )1 ) && ), ,) / . ant customer whose business you really want, focus on Selling by showing is always best. If you have a cus- company-specific samples. tomer you print shirts for, create ( ),*), . ) .#)(samples of other products they might need. Most customers are used to If it’s a school or team, make the traditional left chest or full a sample jacket, hat or gym bag. front or back layouts. By showIf it’s a yoga studio, think of leging examples of other placement gings, mats or water bottles. If you options or special effects — some decorate the products yourself of which won’t increase the cost in-house instead of outsourcing — you open up their minds to a them, make an actual sample variety of new possibilities. It may be their first time seeing product. A customer who always comes the enhanced designs or unusual 1QOP LMV[Q\a QVS _I[ ][ML \W KZMI\M LQUMV[QWV

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might not be aware you also offer present, which establishes you as UWZM TQSMTa \W KIX\]ZM \PMQZ I\\MV\QWV vinyl cutting or dye sublimation. the source for new, fresh ideas that IVL UWZM J][QVM[[ By creating and displaying samcan be greater money makers. ple products using these other methods, you’re opening a While you can try to explain an idea, they won’t visualize whole new avenue of possible sales. it until you show them. Printing custom samples may not When possible, I always advocate for doing at least one always be possible, but you can take one design and show sample specific to the client you are talking to. If you go how the artwork can be manipulated in a variety of ways. into the conversation with a sample printed with someCreate a series of samples to show the same artwork one else’s name or logo, the customer may not be able to done in different styles and techniques to show various visualize how it will look with his/her own logo. It may finished looks. Examples include one-colour distressed, not convert to an order if you have to say, “Imagine your one-colour discharge spatter, two-colour, three-colour, name or logo here.� It’s not the same, and it can seem full-colour and special effects such as images with high inauthentic when it’s not unique to them. When custom- density and foils. The broad range of looks alone is ers see the actual product with their name or logo, you impressive. If you do something similar demonstrating the differhave a better chance of closing the deal. Here’s a favorite story from my own experience. My ent looks and effects, it will help your customer get a betpartner and I wanted to get some business from the ter idea of what you can create for them. It’s the next best Audubon Zoo in New Orleans. We tried for months to thing to personalized samples. arrange a meeting to show them what we could do. The When you create samples to use as sales tools, try to lady who ran the store was happy with their supplier and make something special. Remember, plain old designs declined every time. are what everyone else does. Try to add some wow to Eventually (I think because she wanted us to stop yours. Create new, fresh designs and layouts. bothering her) we got a meeting set up in two weeks’ Think about special effect inks or gels, or maybe add time. As soon as it was confirmed, Missy (my senior art some foils to the image here and there. Create a reflective logo heat printed for visibility at night. Make things or stand out. Show them your arsenal of art, design, 8 bTT c^^ \P]h bW^_b bPRaXUXRT pop printing and production possibilities. Pacf^aZ SdT c^ cX\T QdSVTc Give your customer a reason to want to upgrade and to their prints. It’s an upsell for you to charge more ^a ^cWTa R^]bcaPX]cb P]S X] \h add for the order. If you already own stock art, you can get ^_X]X^] \Xbb ^__^acd]XcXTb c^ more use out of it if you come up with creative ways to bTc cWT\bT[eTb P_Pac Ua^\ cWT show it. Anyone can take a piece of stock art and add some type R^\_TcXcX^] P]S X]RaTPbT bP[Tb above it. Try changing the colour scheme, pasting the image inside a shape or cropping it.

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Every business strives to do better. Increasing sales, reducing costs, and gaining market share are just a few of the standards companies use to gauge their success. The problem is that using these standards as measures of success can sometimes lead to shortsighted decisions that do more harm than good. So here are five performance standards that could be hurting your business – if used as key influencers.

1. Time and efficiency

Many companies measure the effectiveness of customer interactions in relation to time. Speaking to more customers in less time is often the goal here, and it’s especially true when it comes to customer service departments. The counter thinking to this performance standard is to train your staff to ensure that every question any client has is answered and his or her problem is solved, regardless of how long it takes. In the long run, adopting this methodology will cause customer satisfaction to increase while repeat calls will drop.

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2. Queues and wait times

Some businesses, such as restaurants, welcome and even encourage long lines, believing it makes the establishment appear more enticing to those passing by. The problem is that those forced to stand in long lines will be unhappy customers before they’ve even made a purchase, reducing their chance of returning. Instead, try to focus on creating a great experience as soon as they contact your company or walk through your doors. Find a way to turn waiting into a positive experience in itself.

3. Cutting costs

When economic times get tough, the first expenditures that get cut are usually marketing and promotion, followed by customer service. However studies have shown that companies who maintain their investment in these areas often see less of a sales drop than their competitors who chose to slash spending. The companies that refused to cut spending in these areas also experienced faster recoveries when the market picked up again.

4. Your competition

Many business owners view success as a race. For them to win, their competitors must lose. The reality is, the only thing they should be trying to win is the hearts and minds of their customers. Worry less about the competition, and focus instead on putting energy and resources into providing great products, backed by awesome customer service. Doing that will be the best way to force your competitors to play catch-up.

5. Attracting more customers

Many businesses will regularly offer aggressive promotions to attract new customers (think phone companies and health clubs) while completely ignoring their existing customers. According to the Harvard Business Review, acquiring a new customer is anywhere from five to 25 times more expensive than retaining an existing one. So while exclusive promotions for new customers are fine, it’s even more important to reward the loyalty of current ones. *JW]\ \PM *]\PWZ#

Marc Gordon is an internationally recognized marketing and customer experience expert. In addition to speaking and consulting, he regularly appears on television and radio.

IMPRINT CANADA _ 6HSWHPEHU 2FWREHU

His articles appear in over 200 publications worldwide. Visit marcgordon.ca or his online show at marctv.net for more business tips.

NEW ATHLEISURE TECHNI C AL APPAREL

SEAMLESS

STRONG

COMFORT

SPORT PERFORMANCE

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Choosing to remain in the dark about these important matters is like an ostrich plunging its head in the sand to save itself from an approaching storm. Although he may be choosing to not see it coming, inevitably his butt remains completely exposed to the consequences. Every day, billions of individual choices are made by us that have positive or negative impacts on the planet, often influenced by socio-economic realities and cultural factors. If you live in a developing country and have no access to potable water, choosing to drink from a single-use plastic bottle may actually save your life. If you live in Canada, where almost everyone has access to free potable water, that same choice is inherently wrong.

BUT WHAT IF I RECYCLE THE BOTTLE? As Canadian we love to think of ourselves as being really “Greenâ€?. Here are some truths on that: • Canadians only recycle nine per cent of the single use plastic bottles we consume. 85 per cent end up in landfills, five per cent are incinerated and one per cent find their way into rivers, lakes and oceans. 1 • Up to 25 per cent of everything Canadians place in the blue bins is NOT RECYCLABLE (see quiz later). This forces recyclers to manually sort through the materials, adding costs along the way. 2 • If the resale value of the materials they collect is too low versus the cost of processing the materials, recycling companies sometimes just send the stuff to landfills, or overseas. • The process of making, filling, packaging, shipping, selling and consuming single-use water bottles uses 2000 times more total energy than using tap water, and costs the average Canadian more than $350/year.3 1 Environment Canada survey 2018; 2 Recycling Council of Ontario; 3 Stats Canada and US EPA

RECYCLABLE OR NOT?:

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While special recycling facilities may allow for recycling some of these items, in your blue bin none of these would recyclable! The oils on the paper fiber make the pizza box a no-go. The light bulbs, aluminum foil and mirror contain substances that make them unrecyclable. Most PET bottles are recyclable only if you take off the tops. The glassware is tempered to withstand high heat and cannot be recycled with normal glass. The paper cup has a bonded layer to stop leaks that cannot be recycled without deconstructing the cup; lastly the Styrofoam is technically recyclable but the economics do not work, so very few cities actually recycle it in North America.

istically because it can only be recycled if clean and because the value of virgin Styrofoam is so low, economics mean that very little recycling of Styrofoam is ever actually done.

WHAT ABOUT OUR INDUSTRY? There have been many sensational headlines claiming that the apparel industry - driven by fast fashion trends - is the world’s second largest polluting industry. Science-based sources, meanwhile, postion the apparel and textiles industry anywhere between fourth and tenth. According to several sources, consumers today purchase 1.8 times more clothing that they did in 2000 and only keep those garments for half of the time. While apparel recycling is growing, now a US$38 billion industry, over 85 per cent of North Americans’ discarded clothing ends up in landfills, wasting resources and creating a variety of environmental issues.

CWT bcPacX]V _^X]c ^] cWT Y^da]Th c^fPaSb P \^aT bdbcPX]PQ[T UdcdaT \dbc bcPac fXcW \PZX]V IF I DONATE MY CLOTHES, IS THAT THE SOLUTION? X]U^a\TS RW^XRTb Yes and No! Finding a new home for all our discarded STYROFOAM: Good, Bad and/or Ugly? In trying to make informed choices it can be confusing, given the conflicting messages we see, Styrofoam provides a good example of this. Here are two conflicting articles I pulled on the first page of an online search. • The website www.sciencing.com states, “Styrofoam is non-biodegradable and non-recyclable, remaining in landfills for longer than 500 years and making up 30 per cent of all landfills in the USA.â€? • On the website of the Canadian Plastics Association they say, “Polystyrene (technical name for Styrofoam) is 100 per cent recyclable and represents only one per cent of the volume of landfills.â€?

Obviously these two sources are not saying the same thing, but neither is actually making false statements. To explain the difference between the 30 per cent and the one per cent in regard to landfills, the Canadian Plastics Industry’s one per cent number represents the per cent of the weight of the actual Styrofoam in the landfills, while the science website’s 30 per cent is referring to the space the Styrofoam takes up in the landfill. Remember that Styrofoam is over 90 per cent air; it weighs virtually nothing. While neither is incorrect, the weight of the Styrofoam doesn’t matter if there is no space in the landfill. Technically it is true that Styrofoam is recyclable, but real-

IMPRINT CANADA _ 6HSWHPEHU 2FWREHU

clothes certainly delivers some societal benefits but not all outcomes are positive. In several African and Asian countries, used clothing imports are now banned because their governments recognize they act as a barrier to local garment industry development. Historically, the development of a garment industry has formed a solid foundation upon which broader economic development can occur. It is impossible to start a garment business in Kenya and compete against a used Nike or Tommy T-shirt being sold in the used markets for less than $0.50.

WHAT IS THE ULTIMATE SOLUTION? There is no simple answer to that question. Consuming less, making products that last longer, recycling where possible and investing in technologies that are driving circularity into reality are all steps in the right direction. As consumers, businesspeople and citizens of the planet, the starting point on the journey towards a more sustainable future must start with making informed choices. If we find out and fully understand the impacts of our choices, we will inherently make better choices. Although each decision may seem small and inconsequential in the bigger scheme of things, it is important to remember that it is almost always a single snowflake that ends up unleashing the incredible collective power of every avalanche. Be part of that future! Be that snowflake and not the ostrich!

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Use the full variety of production methods you have available. The greater the variety of options you present to them, the better chance of drumming up a sale. The amount of effort you expend will, to some degree, depend on the client.

This can give you the opportunity to reuse the design you’ve already paid for. If you do it right, it will be hard for anyone to tell it’s the same design.

, .#(! )'* (3 )!)If someone does not have a logo already and you want to get their business, creating a layout specifically designed for them is the way to go. Create a design with their company name and print it on various products that are appropriate for their business. Another way to increase a sale is to show complimentary products in addition to a T-shirt. For example, let’s say the client is a florist. You might print the design on various styles of shirts or aprons the employees will wear in the shop. If it’s a company that may already have a simple logo, create an enhanced version to present to them by adding some imagery. For a small burger joint, you can add an image of a hamburger with the logo and print it on shirts, mugs and aprons.

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Is it a major theme park that might order hundreds or thousands of shirts during a season? You might spend a day or more creating samples for that. Is it a small landscaping company with 10 employees? That won’t justify a full day’s work, but could warrant an extra hour or two, especially if you want to go after other landscapers. In my experience, when I spent the extra effort, it always paid off in the long run. And when it doesn’t, you still have cool samples to show other customers, and you got a little more practice. Always show your best work and designs that are appropriate to the specific customer when you can.

However, if you show your clients something that’s not exactly what they are looking for now, you never know if they may need something similar in the future. If they see that you can provide it, they won’t ever have the need to look elsewhere. Having a good relationship with your customer is a good way to keep them coming back. As far as what product to show printed samples on, I recommend printing actual garments or products. Pellon swatches might be good for doing test prints, but to wow a customer into spending money, you must create good, viable products - merchandise where they can see the quality you offer. For years in my business, we included a sample with the customer’s finished order. We might make a dye sub mug with the same artwork, or print and frame a full-colour poster of the design and give it to them. It goes a long way in solidifying business. It shows them what else you can do for them. It’s a gift that hangs on the wall or sits on their desk to always remind them of that order and the extra you gave them.

*JW]\ \PM *]\PWZ#

Dane Clement is President of Great Dane Graphics, a GroupeStahl company specializing in the creation of production-ready stock art for the apparel decorating industry. He is also Vice President of Art and Creative Process for GroupeSTAHL. Clement has been speaking and writing for the decorated apparel industry since 1987 and is considered an expert on computer graphics and colour separations for textile screen printing, dye sublimation, digital direct-to-garment and heat-applied graphics. He is also the author of T-Shirt Artwork Simplified, a how-to book on creating artwork for decorating apparel. Visit greatdanegraphics.com or email him at info@greatdanegraphics.com.

This Article Was Published in the SGIA Journal Apparel Edition, Winter 2019. All images courtesy of Great Dane Graphics.

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#2 3- .,)(! , ( % - )/, )'* (3 )( 3 A strong, well-defined, well-articulated brand increases your profitability in many ways. 3 #( - 3 ,- (

Many company owners go about their business without thinking much about brand. They either ignore it altogether, hand it off to marketing (or maybe a talented graphic designer), or make strategic decisions based on an incomplete understanding of what brand really means. If one of these describes you, you could be making a big financial faux pas because a strong brand can be a huge money maker. Your company’s brand may not be a dedicated line item on your P&L, but your profit will absolutely increase based on the strength of your brand. It’s too bad so many leaders think brand is insubstantial, because it serves a very pragmatic economic purpose. In fact, a recent study found that 87 per cent of business value among the S&P 500 is intangible value, including brand equity. Another study valued S&P 500 companies’ intangible assets at 74 per cent, with brand comprising 20 per cent of that. In the July/August edition of Imprint Canada, I outlined the components that define what exactly brand is; it’s essentially defined as “the interconnected web of what our business means and how we deliver that meaning, all made possible by our special position in our customer’s universe.� In this article, I will be focusing on the six ways a strong brand creates immediate value for your business. Ultimately, brand should be a company’s North Star; every decision you make should be filtered through it. Forging an ironclad brand lets you occupy the single best position in the hearts and minds of your customers. When you pinpoint this optimal position, you’ll be able to create value, maximize scale, and lead with purpose.

The solution is not to shout the most loudly (most lack the marketing budget to shout loudly enough). The solution instead is embracing clarity. Be crystal clear about what your business is and why that matters to customers. This way, the customer’s mind has to do less work to grasp the value proposition your business is offering.

3. It enables you to hit that sweet spot between old and new that persuades people to buy.

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1. It creates a high “willingness-to-pay� factor, which translates directly to better margins. In a recent study, strong brands on average commanded a 13 per cent price premium over weak brands. Look to your own purchasing behavior; when you love a brand, aren’t you willing to pay more for it than for an alternative brand? Renowned brands like Apple, Mercedes-Benz, and Williams-Sonoma - or niche brands like Lululemon, Campagnolo, and Vitamix - are examples that reinforce this trend.

2. It commands attention and makes it easy for customers to choose you. Consider the infinite stimuli competing for your customers’ attention. To break through and secure a place in their minds - and their wallets - you need to make it easy for them to notice you.

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Wharton School marketing professor Jonah Berger writes in his book Invisible Influence that people like a blend of similarity and difference. When it’s the right blend, he refers to it as “optimally distinct.� For a brand position to be compelling to customers, it should be similar enough to something a customer already knows so that the person will feel its “warm glow of familiarity,� as Berger has called it—yet it should be different enough that it stirs the customer’s curiosity and desire to be different themselves.

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( ,-. ( #(! ." '*),. ( ) #-#)( ,#!! ,- In Selling to Your Prospects 3A #&& 5 )"(-)(@ Ă

A key component of effective target marketing involves developing deep insight into the decision-making process influencing how your customers make their purchasing choices. For organizations working with diverse customer needs, moving your prospects from, “I’m interested,� to “I’ll buy,� is a highly complex process. What is significant and how this will impact each of your prospects in their buying decision can vary. This buying decision might involve a need to consolidate their vendor list enabling you to become their sole source or among their most trusted resource providers. Their decision may also impact how they view the value of buying additional services or other resources you offer. Understanding how your target market makes decisions is fundamental to more effectively promoting your products and services. It is essential for you to understand your prospect’s decision-making process and what triggers their buying decisions to more quickly move your sales to a “yes.� Insight into what triggers your prospects in their decisionmaking process allows you to adapt your messages to highlight the unique characteristics of concern to your customers. Adapt your sales approach to their needs rather than using a “cookie cutter� approach. By tailoring your promotional strategies, you can enhance your opportunities to win the sale or deepen your relationship with your potential customer. You can use this insight to carefully craft your sales approach to meet their unique needs and concerns.

Each Prospect Has Unique Decision Triggers Knowing what will move your prospects forward in a sale is just as important as knowing what is holding them back from saying “yes.� Decision Triggers can range from stress about the costs of your product or service and not understanding the value-add you offer, to believing they need support for the decision from a trusted member of their leadership team. In your sales approach, you need to utilize probing questions to isolate how they will make their decision about investing in buying a product or service from you. You must also uncover and understand the motives of who else is involved in making the decision. Do the work to understand what Decision Triggers are at play with your prospective customers and with the other key stakeholders they rely on for support. Knowing how to activate or neutralize these triggers will provide you with vital insight

on how to adjust your sales messaging tactics. Once you understand their Decision Triggers, you can determine what you should provide your prospect so they can move forward with their decision to buy from you.

Navigate the Decision Continuum As you move your prospective customers through their Decision Continuum, consider what your goals are each step of the way. If they reach out to you via your website or email, your goal is to get them to talk with you in person. If they ask you for information, determine what information they really need and what you can follow-up with if the sale is going to take longer than one interaction. Your goal is to keep them engaged with you and moving forward toward completing the sale and getting them to join your customer ranks—both now and long-term.

8c Xb TbbT]cXP[ U^a h^d c^ d]STa bcP]S h^da _a^b_TRczb STRXbX^] \PZX]V _a^RTbb P]S fWPc caXVVTab cWTXa QdhX]V STRXbX^]b c^ \^aT `dXRZ[h \^eT h^da bP[Tb c^ P {hTb | Understanding how to navigate a prospect along their Decision Continuum requires you to probe them carefully about what is important to them and their key stakeholders. In this process, you are identifying what their critical Decision Triggers are while gaining an understanding of how you need to incorporate this insight into your sales approach. All too often when a company or organization has been around a long time, the manner in which sales are made to prospects becomes somewhat stagnant. Use decision insight to make sure your messaging is fresh, unique, and clearly matched to the evolving needs of your prospect. It might be time to reassess and revise your messaging to ensure you are hitting the hot buttons of your prospects and matching your approach to what they are most concerned about. This approach will get them to buy and stay with you beyond the initial sale.

Decision Triggers Drive Sales and Promotional Strategy Listen carefully to the words your prospective customers use and how they describe their needs and concerns. This insight

can help you shape your sales messaging back to them in ways that mirror their words. As you match your sales messaging to where they are on their Decision Continuum, you will have a better understanding of how to highlight key product or service features or benefits. This approach leverages the Decision Triggers to your target market to match what matters most to them. By specifically tailoring your messages to your prospect’s Decision Triggers, you can significantly increase the potential for achieving the sale. What you offer only matters if it matters to your prospective customers. Once you understand the Decision Triggers driving your sales prospects, then you can tie it to the rest of your promotional strategy. You can incorporate your deep customer insight into all of your collateral materials, advertising, public relations stories, video clips, website and social media. These communications messages can reinforce how you want your prospective customers to respond to your sales messages. If there is a disconnect anywhere in the Decision Continuum, you are at risk of not being able to achieve the sales success you desire.

Final Thoughts: By incorporating insight about your prospective customer’s Decision Triggers, you can help your prospect gain confidence that the product or service you are trying to sell to them will truly benefit them and make a difference in their lives or businesses. They will have more confidence in buying from you because you will have tied your presentation to their concerns. As a result, your prospective customers can be reassured your products or services can and will effectively meet their needs. Leveraging your prospect’s Decision Triggers will make your sales cycle more efficient. It will result in more sales, help you build superior customer relationships, and will boost customer satisfaction when you deliver on what you promised.

*JW]\ \PM *]\PWZ# Jill J. Johnson is the President and Founder of Johnson Consulting Services, a highly accomplished speaker, an award-winning management consultant, and author of the bestselling book Compounding Your Confidence.

Jill helps her clients make critical business decisions and develop market-based strategic plans for turnarounds or growth. Her consulting work has impacted more than $4 billion worth of decisions. She has a proven track record of dealing with complex business issues and getting results. For more information on Jill J. Johnson, please visit www.jcs-usa.com.

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The sales manager didn’t hesitate when I asked her, “What’s one thing you think your reps could do more of to enhance their sales success?� Her immediate response: “Follow-up.� Working with sales and service teams for over 25 years and observing the practices of the most successful reps, I’ve found this to be true. We often get so caught up in responding to customers and prospects, or hunting for new business, we neglect to proactively follow-up as thoroughly or consistently as we should. Ironically, following-up is one of the easiest and highest payoff activities we can do to grow our business. Often we don’t follow-up because we’re afraid of hearing a “No�. Other times we can’t think of a good excuse to stay in touch. Here are four tips I share in my seminars that will make follow-up easier and more lucrative.

1. Customers Want Follow-up: Often sales reps are concerned that following-up with a potential customer after the first contact will come across as pushy. Keep in mind that customers responsible for making buying decisions are, by definition, busy people. Chances are they have lots on their plate and they may have been inadvertently putting your proposal on the back burner. They may already have you on their to-do list to contact for the next step. So, remember you’re not interrupting customers by followingup; you’re being courteous and doing them a favour. 2. Electronic is Easy: If you’ve given the customer a price or proposal, they may have unfortunately opted to go with your competitor. As such, they might not be receptive to your phone call because they may be afraid that you may not take rejection well, or that you’ll try to talk them out of their decision. That’s awkward for everyone.

There are many reasons why customers choose different suppliers midstream. Being proactive, professional, and positive - even while not receiving the business -positions you at the top of the backup list when they decide to switch suppliers. You have nothing to lose by being gracious and everything to gain.

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This is why following-up electronically with an email or text will often get you a faster, more honest response. When sending an email, it’s still important to not come across as pushy. So state in your subject line that this is a “Courtesy Follow-up.� It reminds them that you are being conscientious and thorough, and this is what builds trust. In the body of your mail don’t just ask whether the person has taken some action or made a decision. That can come across as blunt, almost like an accusation. Instead, ask if they’ve had a chance yet to take action. That wording comes across as polite and empathetic.

3. Be Better at Losing: If it turns out that the potential customer has indeed gone ahead with another supplier, then epitomize graciousness. In an upbeat tone let them that you’re pleased they are moving forward with their plans. If you know and respect the successful competitor, then mention that you’ve heard good things about that company. Here’s the kicker - finish by stating that if for any reason the other company isn’t able to deliver, or if the customer would like a backup in case of unforeseen issues, then to please keep you in mind.

4. Out of sight - out of mind: Just because you did some business one time with a customer doesn’t necessarily mean they think of you or remember you. Customers are far more focused on their own businesses than they are on their suppliers. That’s why it’s so important to stay in contact. Forget the conventional ‘just checking in’ time wasters. Instead, provide them with regular tips that can help them to achieve their goals. You can do this via email, social media, or organizing professional development events for your customers and their team members. Add in some food, call it a lunch and learn, and they will remember you. Bottom line - Interacting one time with a customer or prospect doesn’t mean you have a relationship. It means you had a transaction. Following-up proactively and regularly helps transform a transaction into a relationship. It proves you remember that person and are organized enough to stay in touch. That builds trust - a critical step towards positioning you as their Trusted Advisor.

*JW]\ \PM *]\PWZ#

Jeff Mowatt is a customer service strategist and Hall of Fame speaker. He’s the author of the bestselling business books: Becoming a Service Icon in 90 Minutes a Month and Influence with Ease. This article is based on the bestselling book, Becoming a Service Icon in 90 Minutes a Month.

Jeff heads his own training company and has written and produced 13 self-study coaching tools. His Influence with EaseÂŽ column has been syndicated & featured in more than 200 business and online publications.

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When selling something new, it helps to piggyback it on top of something else the customer already understands. This is why automobiles were positioned as ‘horseless carriages.’ It’s also why Airbnb referenced the familiar B&B idea, with its associations of belonging and safety and psychological comfort, when trying to persuade people to embrace the dramatically new idea of sleeping in non-hotel beds they find on the Internet.

0 VaTPc QaP]S Xb V^^S STUT]bT 8c _a^cTRcb fWPc h^d WPeT WT[_X]V h^d c^ bdaeXeT P]S STUT]S Pb fT[[ Pb cWaXeT P]S Va^f 8U h^d WPeT QdX[c P _^fTaUd[ QaP]S h^da R^\_TcXc^ab RP]]^c RaTSXQ[h R^_h Xc P]S cWXb d]X`dT]Tbb _a^cTRcb h^da QdbX]Tbbzb [^]V cTa\ eP[dT 4. It sets the groundwork for customer loyalty. Your brand strategy enables you to focus on what matters to your target customer and on that which produces customer desire for your business. Once customers have found it easy to see you and buy from you, and those customers value your big benefit, they will love your business. In this way, great brands deepen and lengthen your customer relationships, increasing customer lifetime value. Brands set the conditions for loyal customers who come back again and again because you singularly bring significant value. Starbucks brings a big benefit: good coffee, uplifting thirdplace space, human connection, consistency across locations.

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This fills a deep need and delivers meaningful value, which spurs loyalty. It makes somebody a customer not just once, but countless times.

5. It “digs a moat� around your business. A great brand is good defense. It protects what you have, helping you to survive and defend, as well as thrive and grow. If you have built a powerful brand, your competitors cannot credibly copy it, and this uniqueness protects your business’s long-term value. Pretty much everything else can be copied, given enough time - patents expire; features become obsolete; technology changes. But it is extremely difficult to copy and replicate the emotional territory that your brand occupies in the mind of your customer. A strong brand is the only truly sustainable competitive advantage. Consider the following American brands: Brooks Brothers has been around since 1818, DuPont since 1802, and Jim Beam since 1795—and the United States as a country only goes back to only 1776!

6 . It guides strategic decision-making. When your brand is well defined, you can look to it to filter where and how you can innovate, or what categories you can

IMPRINT CANADA _ 6HSWHPEHU 2FWREHU

expand into, with confidence in your ability to grow. In this way, it prevents you from making costly mistakes. If I am the CEO of Brooks Running and I’m considering areas for innovation, I look to my brand, represented by the tag line of ‘Run Happy’. The brand is about the joy of running - not the joy of skateboarding, not the joy of sports in general, not even about running for the sake of things other than joy. By looking at brand through this lens, it puts a sharp level clarity and focus into the area in where I can or cannot grow the brand, thereby making overall business decisions easier and far more accurate. Keep in mind that all of these money-making benefits hold true ONLY if your brand is strong! A weak, anemic brand simply doesn’t command the same value. The value your brand brings needs to satisfy a hierarchy of needs for your target audience, beginning with functional benefits. Make sure your brand is customer motivating, distinctive and ownable, simple and singular, and that it leverages your unique competencies. The strength of your brand is just too important to leave to chance. This article was excerpted from the book: Forging an Ironclad Brand: A Leader’s Guide

*JW]\ \PM *]\PWZ#

About the Author: Lindsay Pedersen is the author of Forging an Ironclad Brand: A Leader’s Guide. She is a brand strategist, board advisor, coach, speaker, and teacher known for her scientific, growth-oriented approach to brand building. She developed the Ironclad Method for value-creating brands while working with billion-dollar businesses like Starbucks, Clorox, Zulily, T-Mobile, and IMDb, as well as many burgeoning start-ups. Lindsay lives in Seattle with her husband and two children. For more information, please visit www.ironcladbrandstrategy.com. About the Book: Forging an Ironclad Brand: A Leader’s Guide (Lioncrest Publishing, April 2019, ISBN: 978-1-544-51386-7) is available at bookstores and from major online booksellers.

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The Power of Partnerships

PPPC’S NATIONAL CONVENTION IS AN ANNUAL EVENT LIKE NO OTHER!

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