This is the fourth of four installments during the month of May where guest blogger Roger Burnett has presented arguments to support the notion of specialization among Promotional Products distributors. Thanks to Roger for sharing such fantastic content!
Just days ago I received this e-mail:
I haven’t stopped smiling in days.
The work we do is the direct result of living the same pain our clients live every day and creating a solution set to solve EVERY ONE of those problems. It’s tremendously gratifying to receive this kind of feedback from those coming into contact with the promise of the LEGACY Brand.
Once we’ve established the requisite level of credibility with our prospects, conversations quickly turn from a decision about whether the prospect should do business with us to one about ways our two organizations might work together.
Because we’ve systemized how to capture the information needed from our prospects, our salespeople understand EXACTLY the kind of answers they’re looking for, and can evaluate our prospects in a way that helps us understand how to best allocate our precious resources toward those accounts most valuable to us. It’s not being selective, its knowing how to squeeze every ounce of return out of our available resources.
Because our solutions is more specialized, we have the fundamentals down and have directed our focus toward the EXPERIENCE we want to deliver to our customers, by virtue of what we do to take care of our member organizations in each phase of what can be a complicated and time consuming process to deliver an order on time and correctly. Because we have tons of experience processing the same type of order over and over, we know where the failure points are and have taken steps to mitigate any problem that might occur.
Every possible thing that can go wrong has a backup plan in place.
Specialization may not be for all, but if you’re not able to regularly receive emails like the one shown above, perhaps you’re not taking full advantage of the potential value you might deliver to a more selective customer base.
As I close this series, I’d like to give a special thanks to the content-man himself, brandivate’s own Bill Petrie . Thanks for letting me steal your readers 1st weekly cup of coffee reading time each Monday this month. Keep up the content generation, my friend. We need your articles to retweet to increase our chances to make Dale Denham’s annual online influencers list!
If you’ve enjoyed any of what I’ve had to say this month, I will publish a once weekly blog regarding this topic on my personal blog at https://rogerwburnett.wordpress.com/, and I’m always available for a connection via LinkedIn where I periodically post new content as well.
Lastly, I’m available to speak on this subject for events and other educational sessions. Please email me directly at email@example.com.
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.