Welcome to the second episode of the New Year 2023. Seasons Greeting to all. In our episode today, we're back in Hollywood, and on this visit, we're connecting with Mr. Swire Ho, otherwise known as # the promo guy.
Today we are talking about leadership as usual, however, our focus is on Sales and as you might imagine selling in a promotional product industry (SWAG as it is often referred to) is very much commodity-based. How do you differentiate yourself in such a crowded marketplace?
Swire highlights something that’s very valuable for all of us and that is the need to be able to target the right clients – as he mentions those that are prepared to pay full price and offer repeat business. And in this regard, he applies the Pareto Principle or as you may know the 80/20 rule.
Here is an extract from our conversation as we start to get into it…
“...Because there are hundreds, if not thousands of companies that do what I do. And then it's easy for a prospect nowadays to do a Google search, and they could say, "Can you match this price?" Then my margin gets squeezed. But also, I found out that there are types of clients that will pay me full price, plus more, and they only want to work with me. I'm like, "Wow, I'm onto something.."
Visit our website to access the full transcript, show notes, and links - Coaching 4 Companies
