Showcasing experienced entrepreneurs offers an added marketing communications or social media element to help promote their businesses. In addition, it provides a forum through which they can share solutions to unique business challenges that might be the answer to a similar challenge with which yet another entrepreneur is struggling. This openness of information flows with the following story offered by
Warren Priemann, president
About Excellence, Inc.
ABOUT MY BUSINESS
About Excellence provides solutions to cost-effective advertising through the use of promotional products. We help businesses create top-of-mind name recognition so that, over time, they become the vendor of choice within their marketplace. Our products open doors to multiple follow-up opportunities – everything from after-trade-show calls stemming from imprinted giveaways to inquiries on the outcome of a customized corporate gift. Our promotional products help create a KNOW, LIKE and TRUST relationship among companies that stimulates long-term business growth.
I believe that my style of initiating a relationship among potential clients is my uniqueness. I immediately get them involved in personal choice. When offering people a promotional item that I’m giving away on any day, I let them choose from among many colors. That means they will spend more time with me looking at the items determining which color they prefer. This unique approach allows me to interact with the person a little longer and find out about their business and their marketing needs. At the same time, it gets them involved in the moment by selecting the color they most prefer.
Our ideal client is a business owner who not only recognizes the value of marketing promotions, but also understands the products need to be worked. That means they have the patience necessary for follow-up and continual relationship building. An ideal client also knows that promotional products are marketing tools that, if used consistently, will build their business over the long term through brand awareness.
Outside of overcoming the overall challenge of the current economy, one of my unique business challenges is getting customers to set their own preferences aside and include my industry knowledge in making their decisions. Too often, clients will be put off by a particular item because it is not to their personal liking – be it color, design, or concept. Yet, that very product may be tremendously effective in the marketplace. This is the mindset that I am challenged daily to change. I need to convince them that they are not purchasing promotional items for themselves. They are purchasing them as additional marketing tools proved to be effective in generating new business. The bottom line is to keep personal taste out of the equation and base your decisions on the positive statistics that I can provide.
First, I remain very active within the industry with regard to new product lines and continual promotional products marketing education and certification. Secondly, I keep in close contact with my suppliers. Based on their feedback, I stay current with what products are the most effective. Thirdly, using this information, I work to help my clients look at products through their customers’ eyes. I try to instill in them that it’s important to keep their personal choices and tastes off the table during the decision-making process. Those who change their way of thinking often have more success with adding promotional products into the mix of their marketing programs.