To sell a concept successfully, it is important that we get a “buy-in” from the party to whom we are presenting the concept. Additionally, we have to understand that the tangible products offered only represent the concept. I would offer that few retail customers walk into an awards dealer, look at an item on the walls or shelves, and say, “I’ll take 50 please.” Generally, to finalize an order in our industry takes time and understanding from both the buyer and the seller. The seller has two roles: they need to recognize what solutions they have for the buyer, and they need to make sure that the buyer understands what options are available.
On the other side, the buyer generally has a limited understanding of what an awards retailer offers. In order to finalize the sale, it is important that the awards dealer recognize that they are presenting examples of tangible personalized products that represent a concept. Remember that you are more in tune with the solutions, while your customer has vital information about what they are looking for.
—Eric Priceman, Victory