This post is based on a topic covered in one of our Friday Flashback newsletters. Friday Flashback is a weekly newsletter from Kaeser & Blair Director of Sales Liza Sachs. Each edition contains valuable insights and updates for the promotional products industry.
As we enter a new year, it’s crucial for promotional products professionals to evaluate their client relationships and growth strategies. The key question every business owner should ask is: How are you adding unique value to your client relationships and differentiating yourself in the marketplace?
Recently, industry expert Bill Petrie of Brandivate shared valuable insights about transforming client service through what he calls “constant gentle pressure.” This concept, inspired by Danny Meyer’s book “Setting the Table,” offers a fresh perspective on building lasting business relationships in the promotional products industry.
The Three Pillars of Constant Gentle Pressure
- The Power of Consistency Success in client relationships starts with maintaining steady, meaningful communication. This doesn’t mean flooding clients’ inboxes with sales pitches. Instead, focus on creating valuable touchpoints through personalized follow-ups and acknowledging important client milestones. Consistency builds trust, and trust builds lasting partnerships.
- The Art of Gentle Guidance Today’s clients need partners, not pushy salespeople. Take time to understand their needs and offer tailored solutions that demonstrate your expertise. For example, if you know a client has an upcoming trade show, share relevant product recommendations that align with their goals and budget. This approach shows you’re thinking about their success, not just your sales.
- Strategic Pressure That Drives Results Being proactive is what sets exceptional service providers apart. This means anticipating client needs, initiating conversations early, and ensuring smooth project execution through careful planning. When you help clients stay ahead of their promotional needs, you become an invaluable resource rather than just another vendor.
Beyond Sales Tactics: A Philosophy of Service
As Petrie eloquently states, “The beauty of constant gentle pressure is that it’s not a gimmick – it’s a mindset. It’s about approaching service with humility, persistence, and a genuine desire to help your clients succeed.”
This approach transforms traditional client relationships into true partnerships. By combining consistent communication, gentle guidance, and strategic planning, you create a service experience that prioritizes long-term success.
Building Your Strategy
Start by evaluating your current client communication strategy. Are you reaching out consistently with meaningful touches that keep your brand top of mind? Remember to find common ground and authentic conversation starters rather than leading with sales pitches. When it’s time to apply pressure, ensure your approach focuses on helping clients be proactive and successful.
Remember, the difference between good and great often comes down to how we serve our clients. By implementing the principle of constant gentle pressure, you can create stronger, more valuable relationships that stand the test of time.
Ready to transform your client relationships? Contact Kaeser & Blair to learn how our support and resources can help you implement these strategies effectively.
I think this is a great attitude to help you expand your relationship and grow with your clients!
