This is the second of four installments during the month of May where guest blogger Roger Burnett will present arguments to support the notion of specialization among Promotional Products distributors.
Among the many benefits derived from specialization is an improved understanding of the motivating factors behind purchasing decisions.
Consider this example:
Last Friday was Nurses Day. (Go Nurses!) If you’re like me, your inbox was clogged the last two months with advertisements from industry suppliers about potential products a savvy distributor might offer to their healthcare clients for this annual event.
The generalist typically repackages these advertisements and sends them along to their prospective buyers in hopes of securing an order, and the lowest-price wins dance begins.
Imagine the inbox of that healthcare buyer in the weeks leading up to Nurses Day. Imagine the phone calls, the incessant requests for appointments from the litany of “experts” lined up to help the buyer decide which product from the millions of available choices will be the best for this all important recognition day for caregivers.
How might your voice stick out in that cacophony?
The specialist in the field understands the inherent reason behind Nurses Day – employee retention. Medical care facilities in many geographic regions of the country are faced with a serious shortage of nurses; the kind of shortage that can mean the difference between tolerable & intolerable service delivery to patients – the bellwether for long-term sustained marketplace competitiveness in a crowded and competitive industry.
In beginning a conversation with the Chief Nursing Officer around the strategies being employed to attract and retain nurses, the specialist takes a different route, a route signifying to your prospect tasked with crafting the strategies necessary to ensure the long term success of their enterprise that your contribution may be seen as an asset to the effort, not merely a means to an end.
Unfortunately, information like this is not learned without a commitment to study the marketplace, the forces effecting change, the economic landscape of the industry & in the case of healthcare, how government regulation impacts what’s occurring.
By understanding situations from the perspective of those working in the field of specialty, specialists arm themselves with knowledge specific to the day-to-day objectives most Companies in the field are seeking to achieve. The inside-out approach to selling gives the specialist a distinct competitive advantage over ANY generalist.
In addition to his role as Director of Team Sales for LEGACY Global Sports, Roger Burnett is the self-proclaimed Maintenance Supervisor for the Worldwide Negativity Defense System. A gardener by marriage, Roger also has a keen eye for marketing and is a founding chef of PromoKitchen. Next time you see Roger at an industry event, share a craft beer or bourbon with him – his laugh is infectious.