PREPARING FOR A SLOW-DOWN? START ASKING MORE QUESTIONS.
It feels like everyone is sitting on the sidelines trying to determine exactly how these tariffs will affect our promo merch business. We all know that business is going to be slow. In times of economic uncertainty and business slowdowns, it becomes essential to adapt and evolve to stay relevant and valuable to your clients. The challenge I’ve seen over the years (and it has been 40) is that when times are good, distributor salespeople become more of an account manager or sourcing agent versus a proactive, creative, solution-oriented partner. This isn’t a criticism. It’s human nature to get a bit lazy. A client calls. They’re looking for 5,000 water bottles for an event. The salesperson provides 3 or 4 options with various price points and mock-ups. Client picks choice #2 and your off and running.
If this is how you’ve been making a living, you are going to be left behind very soon. In an economic downturn, your clients are going to stop calling.
So how do you become a valuable resource for your client? Start asking questions. Stop presenting products. Make a stronger effort to learn about their personal goals and challenges, their vision for success, the messaging they are trying to communicate, and how they want to differentiate themselves. Dig deeper. Ask questions that will uncover emotion, intension, and strategies – not just tactical questions.
Asking questions is an art form. It takes practice, time, and some finesse. It’s not an interrogation. It’s a conversation – fluid, natural, being genuinely curious and a great listener. It’s the question after the question that really counts. It’s also not just about what questions you ask. It’s more about how you ask and when you ask. The timing is critical.
If you can be a master with asking questions, you'll be amazed by the valuable information you receive and how it helps you create unique solutions that your customers have never seen. It will also differentiate you from your competition. To add icing on top, partner with a brilliant designer. The collaboration will be magical.
Of course this is not easy. It will take time to refine your approach. Obviously, not every customer is open to this kind of sharing and not every project warrants it. At the same time, even if just 30% of your customers open-up, that will be a ton of new business. It’s also the start of a renewed, strategic relationship.
The bottom line? This is the time to sharpen your skills, reframe your approach, and lead with questions. To add value to your clients, you must be a creative, solution-oriented consultant. Check-out “The New Conceptual Selling” by Miller Heiman. An old, classic book but truly relevant. If you need help or want to learn more, give us a shout. We have the tools, the team, and the experience to help you get there.
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