Let’s be honest, we’re all a little proud of our ability to be all things promotional to our clients. We’re scrappy that way. We know the best way to start the relationship building process is to say “Yes” to a promotional products challenge, any challenge, because it allows us to show our clients what we do best.
But not every challenge is created equal. There are as many reasons to need a promotional item as there are ways to source it. Some challenges we accept with ease, and others we gulp and say “Yes,” but then get overwhelmed.
This is because every distributor has a super power. A business problem solving sweetspot. Something we do so easily that it excites us when given the opportunity to produce in that space. We know 1) What to do, 2) Where to start, and 3) How to deliver.
It’s not so much rote as it is simple. We get the concept. We get the process. And we understand our role in making it happen.
So what’s your super power? Below are some different types. Which one are you?
The Idea Person: You’re the creative thinker. You love the challenge. You hear the spark of an idea and you’re off. Clients love how you stretch them and present that “thing” no one else even conceptualized. You get frustrated working with simple-minded clients because they have no vision. It’s not even a budget thing. They just don’t get it.
The Problem Solver: While you love the challenge too, you’re about providing simple and practical solutions. You go from problem to solution quickly. You’re intuitive in your ability to offer simple ideas that will work and be successful. You’re a quick study. You expect to win more jobs because you moved your client quickly through the process. You’re disappointed when your clients make decisions by committee or get crippled by decision making.
The Sharer: You’re always talking about what’s new. You love being trendy and sharing what caught your eye. You’re great when your client asks for “something new” because you always know that first-to-market solution. You get frustrated when clients can’t see beyond same old, same old.
The Tried and True: You are consistent. You deliver on time, on budget, and always meet expectations. You’re the “go to” when something is needed quickly because you’re your client’s most reliable resource. You’re fast and efficient. You get repeat business because you stick to the same old, same old. You might be a mini problem solver if the client trusts you with ideas. You get frustrated when clients don’t know what they want.
The Order Taker: You’re always willing to steal a project by coming in less than other quotes. You’re there for the transaction. The more transactions, the more money to be made. You like sourcing the item because you know what you are sourcing and where you are sourcing it from. It may be fringe business for you. You’re always saying, “I could probably get it for you cheaper than you’re paying now.” You get frustrated when clients want to spend time discussing their promotional item needs.
Be aware that we all have multiple powers, but we traditionally lead with one.
Why is your super power important?
It’s a great way to differentiate yourself from your competition. Own your super power because working in your zone of genius is infinitely more rewarding than trying to be something you’re not! See it as a great way to realize a great client when you meet one.
Knowing your sweetspot lets you ask better questions because your best successes come when you’re in super power mode.
Finally, let it be an opportunity to see gaps in your ability so you can decide whether they’re important enough to work on. Or not.
Abigail Tiefenthaler is founder of Sweetspot Strategies, Inc., a marketing consulting practice that teaches small business owners, primarily promotional products distributors, how to brand their super power in order to authentically dominate their competitive space. She has 35+ years of branding and marketing experience, including 21 years running an independent distributorship that exceeded $1MM in revenue in less than 2 years. If you’re looking to up your game, get focused on success, and find the sweetspot of your distributorship, book your free Strategy Session today.
Abigail can also be reached at firstname.lastname@example.org or 954-804-9413.
Abigail's goal is simple, build a brand that positions a business as different and unique, then simplify marketing so it can attract the right prospects.