Awards & Engraving

July '16

Issue link:

Contents of this Issue


Page 18 of 68

16 • A&E JULY 2016 PEOPLE BUY FROM PEOPLE Sales & Marketing It changed my business life when I dis- covered I could sell over the phone. The problem of my age and experience was solved. I started selling over the phone late in the evening when I could get people at home, the rate for long distance was half the price of calling during the day, and I was selling people who had the hobby of horses and dogs—they were working during the day so the evening was better for them. I started in the early evening on the east coast and worked until about midnight in California where it was only about 9 p.m. I would sell an amazing percentage of the people I talked with during these times; it was great and I hadn't even graduated from high school. I soon developed a line of products that appealed to the people, and I developed my catalog. It was a three ring binder that I called a Library Catalog. I made about 30 of them and had the black-and-white pic- tures reproduced in Cleveland, Ohio for about $0.30 each. I put the pictures under plastic sheet protectors and put the pricing on the top of the plastic protector—it was easy to change the pricing. I would intro- duce myself first and then I would send the catalog to the prospect. Then I called the prospect on an agreed time to answer questions and attempt to close the sale. They had never had anything like this and it was working. Keep in mind the people still didn't know my age. Those catalogs were unique. It cost me money to ship that heavy catalog and I would pay to pick it up and retrieve it, but it was less than traveling to people as a 17 year old; my sales were $2,000 or more, which was pretty good for the times. I began to realize that these people felt obli- gated when they received something that nice at their door. It made them feel spe- cial. Isn't that what you do when prospects come in your showroom? I just pushed the walls of my showroom out further. This was a different way of selling and you might have other ideas of something that would work for you. But the point is that there are a number of ways to be right. Maybe your showroom is good for you, but maybe something else will work, too. There are those who think the web is their answer, and it might be if you have a way of driving prospects to your site. But if you think they will come just because you have a website without any energy from you then I would suggest you rethink that one. If you have any questions feel free to call 1-317-546-9000 or e-mail me at or write me at Stephen L. Capper A-1 Awards, Inc. 2500 North Ritter Avenue Indianapolis, IN 46218 Stephen Capper, along with his wife, Nora, and their daughters, Jami and Toni, owns and operates A-1 Awards, Inc. in Indianapolis. He has been associated with the awards and rec- ognition industry since 1958, and has given numerous seminars since 1979. A&E ADVANCING LASER TECHNOLOGY | KERNLASERS.COM | 888-660-2755 | MADE IN THE USA Metal Cutting Capabilities Vision Camera System Large Format Bed Sizes Large 150, 250 and 400 Watt Lasers KCAM Software Gives You More Control THE LEADER IN PROVIDING C0 LARGE FORMAT LASER CUTTING AND ENGRAVING EQUIPMENT UPGRADE to CURRENT LASER NOT CUTTING IT? Large Format HSE CO Laser System Designed to handle a demanding schedule 2 2

Articles in this issue

Links on this page

view archives of Awards & Engraving - July '16