Major In Minor Things


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Major In Minor Things
By: Daryll H. Griffin
Issue: 2010mar

Take a scholastic view of your business to help fuel your success.

It’s time to get back to the basics of reading, writing and arithmetic and become students of our own businesses. Let’s assume your business is a case study and take a CliffsNotes view by briefly looking at the curriculum requirements inherent in your business’s success.

Lesson 1: Reading
If you want to stay current, you must read industry publications and electronic media. Resources such as PPB, PPB Newslink, PC Today and Daily Boost will keep you in the know. Reading non-industry publications such as local and national newspapers will allow you to understand your business community and the world as a whole.

Retail trends will help in understanding the apparel merchandise category. Understanding consumer spending habits will show a parallel in your clients’ spending habits. Understanding the gold market will help in your sales of fine jewelry and understanding consumer safety standards will fuel your research when developing campaigns—especially those directed at children.

What about business books? They’re essential in providing strategies and explaining how companies are founded. Business magazines provide trends and predictions, and newsletters summarize ideas from thought leaders. It has been said that “reading maketh a ready man” and this readiness will be apparent in your ability to understand and converse about our great industry and your specific business.

Lesson 2: Writing
Why not use your best penmanship and write your clients a note? Thank them for their business or simply write a note to stay in touch. Electronic forms of communication such as e-mail, LinkedIn, Facebook, blogs and Twitter have their place and are necessary tools in your promotional tool bag. However, a personal note or a hand-addressed holiday card will differentiate you from your competition. Your clients will know that they are more than a name in a mail-merge process. They will connect with you and appreciate your thoughtfulness.

Lesson 3: Arithmetic
Addition, subtraction, multiplication and division. Debits, credits, gross margin, markup, budgets and forecasts. Math functions? Yes. Accounting? Yes. Numbers are your financial data and the lifeblood of your business. Use this data to understand the past and present and to forecast the future.

Your records tell a story—they reveal your most and least profitable clients. Numbers also tell where you place the most focus and the product category in which you specialize. They show cash flow resources available for self promotions and prospecting. The key to using this data is to ensure its integrity. Make sure you note how items are coded in the general ledger.

When a client requests your top three sales categories, you will have supporting data to reference. Review the numbers daily including: daily sales, quotes/proposals, sales pipeline, accounts payable, accounts receivable and cash flow. These are your business barometers—use them to develop your success.

Lesson 4: English
Know your parts of speech. Use the best adjectives to develop a succinct elevator speech describing your business, capabilities and services. Develop a set of verbs to define the actions you will take to move your business forward. Verbs such as write, call, send, meet, develop, read and propose work well. Review the nouns—the people (your target audience), places (target market) and things (tools such as e-newsletters and self promotions you will use to gain sales).

Use analogies to your advantage, especially when you can save time. For example, if you delivered a great self promotion to introduce your business to one industry, what similarities are there to the new business you are prospecting, and how can you use a past success and make it relevant to the current prospect?

Good grammar is imperative. How you speak to and with your clients helps to establish your credibility. And of course, good manners allow you to maintain this credibility.

Lesson 5: History
“Once upon a time” is a familiar beginning to a story. Another opening line, “It was the best of times, it was the worst of times,” is also quite recognizable. Both of these can be used to take a historical view of your business. Take a look at sales for the last month/quarter/year and compare this to where you are today. Do you see potential marketing strategies? How about a self promotion for potential clients? Look back to move forward and remember this: History is a great predictor of the future and your “once upon a time” story will provide you with a wealth of data. Use it as a road map to your future success.

Lesson 6: Art
Have you used your reading skills to read about, understand and implement ePSA art standards and Sm@rt Art? Our business is brands, and managing the standards of your clients’ brands is imperative to your business’s success. In working with your clients, be clear on their required art formats and educate them about what type of artwork is useable. Your clients will thank you as their decorated items will look great, and your supplier partners will appreciate that you submitted appropriate artwork.

Study Habits
Become a lifelong learner by developing consistent study habits as they relate to your business. Educate yourself daily. Education offerings at the PPAI Expo, PPAI webinars and free-standing education programs, supplier webinars and multi-line/factory rep meetings are examples of how to gain and sustain industry knowledge. Study your business on a daily basis to stay updated on trends and current and potential clients. Work toward gaining your CAS/MAS designation.

Lifelong learning becomes a viable asset that makes you an expert. Education is the competitive advantage and differentiator that allows you to provide solutions to marketing objectives versus simply selling products.

Reading, writing, arithmetic, English, history and art—a scholastic curriculum with direct applications to our industry and your business. Are you ready for the test? What will your report card show? I have every confidence you will pass with flying colors.

Daryll H. Griffin is president of Norcross, Georgia-based distributor Accolades, Inc. (UPIC: ACCINC).
800-772-9897
dgriffin@accolades-inc.com
www.accolades-inc.com

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