Time for a check-up

As we approach Thanksgiving and the end of the calendar year, it is important to set aside some quiet time to review your personal and business goals to see where you stand. Today we will steer clear of your personal goals, yet we will take time to explore the business side.

How can it be that I feel five years older now than I did in January and February, pre-covid? Holy cow! The fact of the matter is that most of us began the year with goals. It does not matter whether you are an individual business owner, or you find yourself working for someone else, you had goals.

“I want to make $100,000” (Salesperson)

or

“I want to have my company sell more than $3 million” (Distributor Owner)

And then what happened? The calendar flipped to March and all of us (and I mean all), lost control of our ability to reach our goals. That helpless feeling set in. We all experienced it.

I am certain that it took some time but eventually, most owners and salespeople came to the realization that goals needed to be reset. Any goal setting training will start with the premise that “goals must be realistic and attainable”.

Our company realized that we needed to furlough people to bring our costs in line with the number of orders and amount of business that we were receiving. We were early to the game of restricting travel resulting in saved expenses since every dollar was more important than ever. We canceled some national meetings and made decisions to postpone some incentive trips. We essentially had to “right-size” our company.

Our account executives found that orders were hard to come by and since they are commissioned salespeople, they had to adjust their personal budgets to better align with their income.

All of us took whatever support we could find, but the reality is that even at the end of October, nine months later, things are different. Companies and individuals that were “supported” by PPP (payroll protection plan) and unemployment insurance and other programs are faced with a future of surviving and moving forward without that assistance.

Now is the time to look toward the future of your own business. I don’t believe that it is politically incorrect to reference Thanksgiving as a time for all to appreciate what we have as owners and salespeople that have helped us through the tough times and to identify those people and services that have helped you steady the ship and say, “Thank You”. Now is the perfect time to establish your 2021 goals and set the plan to achieve them. It is also a time to consider help and support if you need it.

Unfortunately, many business owners cannot survive heading into 2021 with 30%-40% less business. Some salespeople cannot survive if they find themselves in situations where valuable support services or employment benefits have been reduced or eliminated. These are the owners and salespeople that need to look at their options.

The message here is not intended to say that everyone needs help or doesn’t need help or that they need to make some changes. However, I do believe that everyone does NEED to assess and evaluate their situation so that they are NOT surprised when we turn the calendar to 2021. It is always prudent to review your personal situation at the end of a tax year. It has never been more important than this year due to the current situation.

P.S. If your self-analysis reveals that you should explore some options to change, we might suggest that you request our White Paper titled “Is the Grass Really Greener” which outlines important questions to ask during your due diligence process.

Building Today to Create Future Success in Promo

As we’ve all seen, world events can take a huge toll on your business. Recently some of the biggest effects have been seen leading from COVID. It’s easy to say, “I’ll wait for all of this to blow over” or “My client will come back with their orders when they’re ready.” But the real question is, “How can I build today to set up for success down the road?” The following are a couple of different ways to help with that, including utilizing PPE and social media.

Have you suddenly been thrown into the new and sometimes complex world of Personal Protective Equipment (PPE)? Many of us have had to learn to expand our perspectives and sometimes move beyond our comfort zone to offer clients an entirely new category of promo products. For some, who jumped on the bandwagon early or who already had experience selling to hospitals, clinics, and other medical professionals, this wasn’t a huge stretch. For the rest of us, however, we’ve had to rethink not only what we can sell right now, but who we are selling to. And the scary situation that we’re often faced with is, even if we get that order, is it a one-and-done?

One way to keep building your business is to look at those new PPE customers as a potential promo/apparel client with long term potential. After you have given them excellent service and competitive pricing, build on that. Similar to your current clients, you can send them a thank you as a way to show them appreciation for the business, but you can include a unique sample to show them the other side of the business you can help them with, making sure that they’re aware that the branding opportunities you can offer them are endless.

Now that so many businesses have been switching over to work from home and similar models, how do you plan on getting in front of new buyers? One suggestion is to start using social media to your advantage. Many local business groups and even municipalities have started hosting virtual town hall meetings. Joining in on these and then connecting with the attendees on social media (LinkedIn or similar) could be a new way to get in front of those businesses. After connecting with these new leads, you can easily message them and introduce yourself and share what you can do to help them. Beyond virtual meeting connections, use social media platforms as a resource for finding new leads that you think could be beneficial. Building these connections and then posting content to keep in front of the new potential clients can take time, but it is another tool to add to your arsenal to stay in front of clients in a world where emails are quickly overlooked.

Adding PPE clients to your regular business programs along with marketing yourself through social media are just a couple of ways you can continue to build for future success.

What Makes You Different?

There are many, many different people out there selling promotional products. Some at the company you work for, others with competitors. There are also online companies that have removed the middle man, allowing customers to order straight from their website. With so many other options, it’s important to remember that your customers actively choose, time and time again, to buy from you. Buying decisions are often made because of three things: customer service, competitive pricing and the product/service. Of these three things, you have the most control over the customer service experience that your client receives. When someone’s been with you for a while, it can be easy to take them for granted, to expect them to stay with you. Ask yourself these questions:

Why do customers buy from me?

What types of advantages do customers get from doing business with me?

How do I reward my customers for their loyalty?

What makes me different?

Go the extra mile. Let your customers know how much you value them and their business. Give them experiences that they could never get elsewhere.

WRITTEN BY
SOMMER KIBBEE
STRATEGIC COMMUNICATIONS SPECIALIST

BIC Graphic Named 2016 Supplier of the Year

The Vernon Company recognized BIC Graphic with the 2016 Supplier of the Year Award during the company’s annual National Sales Meeting at the Renaissance Indian Wells in Indian Wells, California.

 
“This award is about partnership – and BIC Graphic is the true meaning of a partner. From the top down, they give every effort to support The Vernon Company,” said Vicki Palm, Director of Marketing. “Every member of their team works hard, day in and day out, to earn our business. Our account executives enjoy working with BIC Graphic, because they make it easy to do so. They offer proactive concepts and ideas on the front end and back that up with exceptional service and support.”

 
“Our whole team at BIC Graphic, from sales and marketing to customer service and manufacturing, was very excited and honored that our company was selected as Vernon’s Supplier of the Year,” said Denise Brune, National Account Manager at BIC Graphic. “It is a privilege to work with such professional reps and support teams. There is a real sense of family support at Vernon, and I am very happy to be a part of it. The backing that Vernon gives to their Preferred Suppliers is outstanding. Everyone is always willing to share pertinent information and develop strategies together to help grow the business. Working with Vernon is a true partnership relationship.”

 
The Supplier of the Year Award is given annually to the industry supplier that provides the best overall service to The Vernon Company and its customers. The award is based on important quality considerations, including product selection and quality, pricing, customer service, problem resolution and marketing support programs.

The Vernon Company is recognized as one of the largest and most successful promotional product firms in North America. Founded in 1902 by F.L. Vernon, we serve more than 40,000 customers from our Newton, Iowa corporate headquarters.

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