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Focus on Value, Not Cost

    This post is based on a topic covered in one of our Friday Flashback newsletters. Friday Flashback is a weekly newsletter from Kaeser & Blair’s Chief Revenue Officer, Liza Sachs. Each edition contains valuable insights and updates for the promotional products industry.

    Bruce Reissaus recently shared a powerful insight on our Facebook group that resonated deeply: “People pay for the value they receive, not the cost of the product or service they buy.” This simple truth holds immense potential to transform the way we approach sales at Kaeser & Blair.

    It got us thinking, how can we shift our focus from product cost to the immense value we provide our clients?

    Know Your Client Inside and Out

    Building strong client relationships is essential. Understanding their business, goals, and challenges allows us to offer tailored solutions that truly make a difference.

    • Deep dive into client profiles: Understand their marketing plans, anniversaries, and employee engagement strategies.
    • Stay informed: Utilize tools like Google Alerts to stay updated on industry trends and client-specific news.

    Provide Solutions, Not Just Products

    Instead of simply presenting products, become a trusted advisor who offers solutions to your clients’ problems.

    • Understand client goals: Clearly define the desired outcome of the campaign.
    • Tailor product recommendations: Select products that align with the client’s objectives and demonstrate their impact.
    • Showcase product benefits: Highlight how the product will help the client achieve their goals.

    Elevate Product Perception

    Focus on the value proposition rather than the price tag.

    • Highlight quality and durability: Emphasize the long-term benefits of investing in high-quality products.
    • Showcase unique features: Demonstrate how your products stand out from competitors.
    • Tell a story: Create a narrative around your products that resonates with the client’s brand and values.

    Become an Industry Expert

    Position yourself as a thought leader in the promotional products industry (You can find a wealth of knowledge here).

    • Stay updated on trends: Keep abreast of the latest industry developments and share insights with clients.
    • Attend industry events and webinars: Network with peers and expand your knowledge.
    • Share your expertise: Contribute to industry publications or speak at conferences.

    By shifting our focus from product cost to the value we provide, we can build stronger client relationships, increase sales, and solidify our position as industry leaders.

    What are your thoughts on these strategies? How can we implement them into our daily sales practices?

    Liza Sachs

    Liza Sachs is the Chief Revenue Officer at Kaeser & Blair. In her role she oversees all sales, marketing, publishing, and supplier relations for the 130-year-old Company. Liza, a 28-year industry veteran, has an extensive background in the promotional products industry. Prior to this role she has led several top 40 sales organizations with suppliers and distributors in the promotional products industry and has been a member of the ASI Counselor Power 50 list.Liza loves to help the sales organization with new ideas and examples to expand their portfolio and doesn’t feel her day is complete unless she has made a helped someone’s day be a bit brighter, so she strives to find value in all around her.