Awards & Engraving

August '18

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20 • A&E AUGUST 2018 PEOPLE BUY FROM PEOPLE by Stephen L. Capper, CRM Stephen Capper, along with his wife, Nora, and their daughters, Jami and Toni, owns and oper- ates A-1 Awards, Inc. in India- napolis. He has been associated with the awards and recognition industry since 1958, and has given numerous seminars since 1979. Y ou must take a look at the past to take the trip to the future. What is your procedure for pricing your products? In the next four articles, we will broach one of the most important questions small business people have about their businesses: our procedure for pricing products and services in today's complex world of competition and overhead expenses. IS YOUR BUSINESS TOOL BOX FULL? PART LXV Concepts of Building Your Business for Success Section S Pricing is not only being competitive, but building a relationship with our pros- pects and clients that help them connect with what we really do — serve others by fulfilling their needs. Dealing with the public, we meet people and will hopefully be able to call them clients who have wants and needs that they are looking to fulfill. SELLING THE PRODUCT It is important in the selling procedure that we keep it simple yet be complete with explaining and telling our story. We need to make our story different than the com- petition; our story needs to be unique yet personal. Selling is simply serving people and taking care of their concerns — that, in turn, will address our personal wants and needs. Life is much like a barter system, and the money we receive is the way we keep track of the transactions. Wouldn't it be nice if we could price our products and services at the price we wanted? Of course that isn't necessarily what the mar- ketplace accepts. The fact is we must price our products so that they are competitive — so the prospects and clients buy our offering, which keeps our business going — and at the same time be profitable in order for our business to survive and thrive. The attri- butes of being competitive and profitable are imperative for the continued existence of our business. If either is disrupted, it may be impossible to survive let alone exist in the business world. YOU MUST BE CONVINCED TO BE CONVINCING It is up to us as the leaders of our busi- ness to package our offering so it is attrac-

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