IdentityEdge 2nd Quarter

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The Official Publication of The Identity Group Incorporated Volume 1 Number 2 Second Qtr 2013 Where do YOU find Value? The Hadrus Secret All ings Vinyl NEW WEBSITE NEW OPPORTUNITIES

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IdentityEdge Magazine

Transcript of IdentityEdge 2nd Quarter

  • The Official Publication of The Identity Group Incorporated Volume 1 Number 2 Second Qtr 2013

    Where do YOU findValue?

    The Hadrus Secret All Things Vinyl

    NEW WEBSITE NEW OPPORTUNITIES

  • editor-in-chiefBob Black

    managing editorRick Tabone

    design & productionLeichtWorks

    web servicesBuentello Design

    IdentityEdge is published semi-an-nually by The Identity Group, Inc. Copyright 2013 Identity Group, Inc., Colleyville, Texas. All rights reserved. No part of this periodical may be reproduced or transmitted by any means without the written consent of the Publisher. Printed in the USA.

    IdentityEdge

    WOW this issue has it allcase studies, great promotions and outstanding articles from industry experts. We keep listening to your comments and sugges-tions, so here are more of the things that youve identified.Case studies continue to be one of the hottest topics and were doing our best to add new ideas to each issue. Were also accumulating these wonderful sales tips, adding them to our website, enabling you to review at your convenience.Great promotions are also high on the list of priorities and were working closely with our suppliers to provide some territory specific promotions. Dont forget to use the PROMO CODES for these orders; otherwise youll end up with the same pricing as those other dis-tributors that dont work with IDG.

    And now for the REALLY EXCITING NEWS We are extremely pleased to include an article from Jeffery Gitomer, a world renowned sales guru who kindly gave us permission to print his very valuable information. Many of you have likely seen his best- selling books or are fortunate to receive his weekly Sales Caffeine e-mail. Please take time to review all that he has to offer. It will pay big divi-dends and provide some refreshing ideas that you can apply immediately.Keeping with the education direction of this edition (and future issues) we are also expand-ing our horizons to include a fantastic contact we met through MANA. Nicki Weiss is the owner of Sa1es Wise, an internationally recognized Certified Professional Sales, Leadership, and Team Development Coach whom we had the privilege to participate in a recent telefo-rum. She brings a new perspective to independent sales reps and we know youll find her comments right on target. As you saw on the cover this issue is about BRANDS. Our suppliers BRANDS and your personal BRAND. We want to stress the importance of being identified/identifiable and BRANDS are the starting point for recognition. Lets face it; this is what we do for a living. Whether its promoting your client or taking steps to increase your own market identity it all involves a BRAND.We hope you enjoy this issue and we encourage you to send us your comments!

    WE APPRECIATE YOUR BUSINESS,Bob Black817.540.3181

    [email protected]

    Rick Tabone214.762.9115

    [email protected]

    Tom Flynn314.456.9283

    [email protected]

    BTW: Check out our NEW WEBSITE: www.identitygroupinc.com

    ideasinspirethat

    [email protected]

  • Features:6 What is the Value? Where is the Value? Who Perceives the Value? by Jeffrey Gitomer

    14 The Benefits of Membership by Bob Black

    34 Top 5 Practices That Will Keep Your Customers Coming Back by Nicki Weiss

    Info18 Did You Know: Hadrus25 Save the Date

    Case Studies 26 Post-it 27 Cap America Hadrus 28 Glass America Samsonite 29 3M Access East

    pg 6

    pg 14

    pg 34

    contentstableOF

  • 3M.com/promote

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    Go with a note you know and trust.Unlike knock-off notes, genuine Post-it Notes stick securely, remove cleanly and make a lasting impression for your clients business. They get brands seen, not stepped on.

    Dont trash your reputation with a knock-off note

    GO EAST

    3M Promotional Markets Division

    LITERATURE NO PROJECT NO PAGE(S) SIZE INK(S)

    PMD Ad 2012 - Distributor n/a 68748 1 8.5'' x 11.25'' 4-color process CYAN MAGENTA YELLOW BLACK

  • Custom Printed Notes

    Real Estate agents from a large, regional office were looking for personalized promotional items that could

    be used both internally and externally. The goal was to find Items that did not require excessive quantities

    per individual agent and that would fit within each agents personal budget. Preferably, the products would

    carry the critical contact information for each individual agent and a personal photograph, which was

    considered important to keeping an image of personalized, relationship service.

    Each individual agent was able to purchase either 50 or 100 pads of the Post-it Custom Printed Notes using

    our Low Quantity Design Change Program. Post-it Notes are perfect for personalized contact information

    because can be a useable business card. As an added bonus, the notes were printed in 4-color process,

    allowing each agent to include his or her own full color photograph on the note pad. The regional office took

    advantage of the total group purchase quantity and, with a small design change charge amortized into the

    cost, each agent was able to purchase 50 pads for $34.50 or 100 pads for $52.50.

    50 or 100 note pads per individual agent; 6,200 note pads total purchase

    $34.50 $52.00 per personalized set of Post-it Notes

    Description & Goals

    Quantity

    Client

    Retail Price Range

    Solutions & Results

    Real Estate Agents

    3M and Post-it are trademarks of 3M. 3M 2013. All rights reserved.

    3M.com/promote

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    Go with a note you know and trust.Unlike knock-off notes, genuine Post-it Notes stick securely, remove cleanly and make a lasting impression for your clients business. They get brands seen, not stepped on.

    Dont trash your reputation with a knock-off note

    GO EAST

    3M Promotional Markets Division

    LITERATURE NO PROJECT NO PAGE(S) SIZE INK(S)

    PMD Ad 2012 - Distributor n/a 68748 1 8.5'' x 11.25'' 4-color process CYAN MAGENTA YELLOW BLACK

    5IdentityEdgewww.identitygroupinc.com

  • What is the Value? Where is the Value?Who Perceives the Value?

    by Jeffrey Gitomer

    You have been making value perceptions and value judgments your entire life.You may call them decisions, moments of truth, or actions. Intuitively they focus around value and your perception of it or the weight you put toward it as these deci-sions or actions are taken or made.Its the same in sales, but in the selling process there are two values of perception and two value judgments. One is the value perception and judgment you make, and the other is the value perception and judgment the customer makes.Obviously the customers value judgment and perception rules the selling process. However, you, the salesperson, have a ma-jor impact on how the value is perceived and ultimately how their judgment is made.

  • Your value judgments come from: How you feel about your company. How you feel about your product. How you feel about yourself. How you feel about the customer and

    their buying process.

    Youve placed a value on yourself that reflects in your selling skills, your attitude, your belief system, your truthfulness,

    and your ethics. If you are willing to compromise any of those, youll never be a successful

    salesperson in the long term.Thats you.And then there is the customer. Whether theyre an existing customer or a pros-pect, theyre making all kinds of value judgments about you, your product, and your company in that order.Much of their judgment about you is being made during the presentation itself, but as the digital age progresses many of these per-ceptions and judg-ments are made way before you (the salesperson) enter the scene.

    These days, Mother Google can create

    preconceived value notions that dont simply

    revolve around your product or your price; thats just one part of the equation. Your personal reputation and your companys reputation play a major role in the cus-tomers perception and judgment of value.MAJOR UPSIDE-DOWN CLUE: Every salesperson uses Google to find more information about the com-pany and the person they are going to meet. That same salesperson NEVER takes the same amount of time to Google themselves to see what the po-tential customer is finding out about them.Its a major mystery to me why salespeople still be-lieve they are invisible. Meanwhile, your reputation (and/or lack of it) is totally available to the custom-er way before you ever enter their office.The majority of salespeople, most likely including you:

    Do not have a business Facebook page. Have never tweeted. Do not have a personal website. Do not have a blog. Do not have a YouTube channel. Have less than 500 LinkedIn connections.

    What could they (you) be thinking?It will take your prospective or existing custom-ers less than one minute to do a complete Inter-net search on you, and its most likely you have never done one on yourself. Your sales hang in the balance.WRONG THINKING: People with no internet pres-ence, people with no brand presence, and people with little personal reputation will all make the feeble excuse that the customer is only buying price anyway. They (you) are foolishly incorrect.If your customer is looking to make a value judgment before you arrive, what are they going to find?NOTE WELL: If a customer is looking to make a value judgment or value perception during your presentation, a good portion of that will occur way before the presentation takes place.Ive just given you a re-definition of the word value by adding the words perceived (percep-tion) and judgment. These are the words your customer mentally uses as he or she is deciding.Notice I have not used the words add or add-ed when referring to the word value, nor will I ever.Your biggest job as a salesperson is to create your own value and reputation in the marketplace, so that when your prospective customer is looking for information about you, it will credibly be there.I have listed the value-based elements you need to succeed. I am challenging you that you proba-bly dont have them, and now its time for you to make your own value judgment if it is worth the investment of time to create them.In my opinion its not an option, its an imperative. Show me the value, and Ill give you the sale.

    Jeffrey Gitomer is the author ofThe Little Red Book of Selling. President of Charlotte-based Buy Gitomer, he gives seminars, runs annual sales meetings, and conducts Internet training programs on selling and customer service at www.trainone.com. He can be reached at 704/333-1112 or e-mail [email protected]

    2013 All Rights Reserved May be reproduced with permission from Jeffrey H. Gitomer and Buy Gitomer 704/333-1112

    Your biggest job as a salesperson is to create your own value and reputation in the marketplace

    7IdentityEdgewww.identitygroupinc.com

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  • THE BENEFITS OF MEMBERSHIP

    by Bob Black

    Before I joined a health club recently I tried to measure the value of joining one club versus another. They both were close to my home, they both had the equipment most suited to my personal needs, they both offered trainers to assist my exercise program and they both had ameni-ties that seemed well-fitted for my interests. SO what happened? After a few months, why hadnt I lost 40 pounds and come out looking like the GQ model I so anticipated?I routinely went to the gym, lifted weights, did my cardio workout and enjoyed the add-ed features of the sauna and whirlpool, and I even played a little racquetball to keep it in-teresting but, it wasnt. I enlisted the aid of a personal trainer to be sure I was utilizing the equipment correctly, met with a dietician to ensure healthy eating habits and joined an aerobics class to force myself to reach my goals. Unfortunately, something was still missing OR, it could be found elsewhere! I realized that most of the information I needed was at my fingertips. I could easily find a healthy diet program online, the aerobics class was the same set of exercises I found on numerous fitness websites and the personal trainer was an expensive addition to the already signif-icant costs associated with my membership. What was I doing? Wheres the value?Sadly, we see this scenario playing out within our own industry right now. The value of membership within our local and national associations is be-ing reviewed and the return on investment is be-ing questioned. Yes, Im guilty of this and were frequently hearing the same opinion from others.For many years our company has been an active and supporting member of our national and local associations. To put it mildly, we have been extremely active by becoming recognized as accredited speakers, participating on boards,

  • volunteering for events, providing show sponsorships, advertising monthly in regional publications and being rec-ognized with awards for our contribu-tions including PPBs Multi-Line Rep of the Year. SO what happened? Why dont I continue to have the same interest as before?My first reaction is, I can get the information elsewhere. Lets face it our industry is changing and we have to adapt to this new-found approach to business. Although personal relationships remain the key ingredi-ent to long-term success in my opin-ion, the short term requires a new approach. We are now taking steps to communicate with a generation that thrives less on personal relationships, and more on immediate gratification. No different from me enlisting the Internet over a personal trainer or dietician I didnt need them.But what about the equipment and personal interaction you still need that, dont you? After viewing sever-al websites it was painfully obvious I could achieve the same workout with items I actually had at home or could easily purchase far cheaper than attending a club. The same holds true for the cost of entry into our indus-try there really isnt any! Produce a tax ID number, a business card and maybe a recent purchase order and youre in. I may have over-simplified it a bit, but what happened to the scruti-ny that used to be part of the process to screen potential participants. The mystique is gone, opening the doors to a host of less-than-professional opportunists assuming this is an easy industry to master. Maybe that explains the membership situation the ease of entry makes way for a new breed of distributor that doesnt feel the need for interaction.But surely you need this personal interaction of membership and thats where the value lies? Participation

    means personal and social interaction among your peers and thats what keeps your interest level maintained right? Well, I can sit through a luncheon, have a spirited conversation with a

    table mate and learn that we went to dif-ferent high schools together. Or, I can visit Facebook, find out about a recent vacation, get their political views, see a new tattoo, find out where theyre having dinner, view pictures of grand-children and stay up-to-date with their best gardening tips all within the time it takes to eat my salad.SO about the value of membership! At what point does my membership become a value? Is it strictly business or should I look for the social aspects as well? Am I wrong to consider ROI when it comes to association mem-bership? What exactly am I paying for? What value are YOU receiving

    from your membership?Associations can and should be a vital part of any industry. We currently hold membership in MANA (Manufacturers Agent National Associa-tion) from which we gain excellent benefits rela-tive to our rep business. We have taken advantage of numerous opportunities to gain legal expertise and extend our reach within the rep community. We have submitted and benefitted from articles in their monthly publication and weve participat-ed in their tele-forums. Our membership clearly pays for itself.I believe that membership certainly does have benefits and one of the most valued is the rela-tionships we have gained by being involved. In this relatively new found impersonal world of smart phones, texting and lack of face-to-face communications, the only avenue for pursuing relationships lies in associations. However, the base does not appear to be growing. I see the exact same faces at every luncheon or function I attend. How do we change that, can we change that and should we change that? Heres my challenge to YOU. Please explain The Benefits of Membership. Whats your perspective? Please share your thoughts! We will post responses on our website, so please feel free to send your insights and let us know if youd like your name included.

    SO about the

    value of membership!

    At what point

    does my membership

    become a value?

    15IdentityEdgewww.identitygroupinc.com

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    EZ UP Fabric is a re-positionable peel & stick polyester fabric material with low tack removable adhesive back. EZ UP Fabric can be printed in full color, is very easy to apply and can be moved and re-applied over and over again in multiple locations.

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    18IdentityEdge www.identitygroupinc.com

  • Retractable Banner StandsRetractable banner stands, sometimes called roll up banner stands, are a type of banner stand that has a roller mechanism that retracts the graphic into the base when its not in use. They are very popular because they are simple to use, easy to set up, and protect the graphic inside the base when traveling or shipping the stand.

    Retractable banner stands come in two basic styles, eight different sizes and they all basically work the same. The only difference from one model to the next is the styling, the durability of the internal mechanism and the strength of the casing. You can find whats commonly called an economy, basic or standard retractable banner stand which consists of a basic aluminum case with a swivel out foot or feet. The other style is whats commonly called a wide-base stand where the more finished aluminum case provides the stability in place of the feet.

    Now many manufacturers will list the sizes for their stands in a variety of different ways in a bid to differentiate their stands from others. However the only size that really matters particularly when comparing one stand to another is the viewable area of the graphic and the outside dimension of the stand.

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    19IdentityEdgewww.identitygroupinc.com

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    21IdentityEdgewww.identitygroupinc.com

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    23IdentityEdgewww.identitygroupinc.com

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  • Client: Auto Glass and Dent Repair Facility multiple locations

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    26IdentityEdge www.identitygroupinc.com

  • 27IdentityEdgewww.identitygroupinc.com

    Client: Regional Real Estate Company

    Challenge: As a golf tournament sponsor, the company wanted to gain the most exposure for their sponsorship dollars without utilizing traditional products such as golf balls.

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  • 28IdentityEdge www.identitygroupinc.com

    Client: Regional Caf multiple locations

    Challenge: Due to losing market share the decision was made to re-brand the caf through a variety of menu changes, interior design changes and a Grand Re-Opening celebration requiring a dynamic gift for those attending.

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    CASESTUDIES

  • 29IdentityEdgewww.identitygroupinc.com

    Client: National Food Distributor

    Challenge: Provide inexpensive advertising vehicle for in-store demonstration of new bagged salads.

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    Client: Regional Bank with multiple locations

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  • 30IdentityEdge www.identitygroupinc.com

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  • I was fortunate enough to travel to Italy recently, and spent my last few days at a spectacular villa in Sienna called Frances Lodge. It is run by two of the most gracious people I have ever met, and I had the privilege of observing, first-hand, how they run their business and make their customers feel cared-for and special. Franco and Franca set a standard that guarantees customers will return, and we can all learn from them. Research shows that it costs five times as much to gain a new client as it does to retain a current one. Here are some of my observations of Franco and Franca, and why their business is a success. None of it is rocket science. All of it works.My own goal is to become even more focused on customer care so that I, like my Italian hosts, can earn an A+ on my clients report card.

    Treat guests graciously (Translation: your clients, staff, and colleagues)

    When my cousins and I arrived at Frances Lodge, Franco was waiting for us at the top of the driveway, waving and happy to see us. He and his wife anticipated our needs and quickly supplied help with our luggage, an Internet hookup for a quick e-mail home, maps, and a tour of the villa. We felt that we were in good hands.

    I bristle when I visit customers or colleagues and am left waiting, as if I am an interruption in their busy day. People also mess with their Blackberry or e-mail while others are speaking. Cell phones and pagers go off during meetings. What is that about?

    Greet your customers, staff, principals, distributors, and colleagues on time, giving them your full attention, and make them feel you are happy to be in their presence. This type of graciousness is in short supply and displaying it will set you apart from your competition.

    Always help with the luggage Franco delighted us with stories of his travels, stressing how the level of customer service added to or detracted from his enjoyment. Number One on his list of no-nos is checking into a place, and receiving a key with no further help to find your room or carry your luggage. This did not sound strange to me, since that is standard practice in North America (although a tip will get you that service). However, it disgusted Franco since his credo is to make people feel special.

    Helping with luggage in your business means offering small acts of kindness consistently and deliberately: giving a referral, being a referral, helping out on someone elses proposal, acting as a sounding board, writing a thank-you note. These caring gestures can go a long way toward building customer loyalty.

    Be in the same business for a lo-o-ong time In addition to being a gorgeous place for visitors to park their weary heads, Frances Lodge sits on eight acres of well-established vineyards, olive and lemon groves, fruit gardens, and horse stables. The villa has been in Francos family for three centuries and at one time or another, these grounds have contributed to the owners income.

    Top 5 Practices That Will Keep Your Customers Coming Back

    by Nicki Weiss

  • Franco and Franca know what they are doing. They have an established reputation, solid business connections, and a way of doing business that keeps people coming back for more. Isnt that what we all want for ourselves?

    Statistics show that in sales, you hopefully break even in your first year, make some money in your second year, and take off in your third year. Thereafter, if youre any good, your business will grow through referrals, and your income will steadily increase.

    Like many salespeople, I am restless for what I can only call something else. For me, something else shows up as pining for bigger opportunities, more of a challenge, or fewer headaches. In the past, this restlessness led me to switch companies prematurely, not allowing myself sufficient time to build long-term relationships. Happy customers couldnt find me to give me their referrals.

    Now I am experiencing the rewards of staying in one place: deeply serving my customers, developing a niche that allows me to add value in a meaningful way, establishing a reputation, and making it easy for people to locate me.

    Tell your history with pride I loved hearing about the history of Sienna, of traditions that have lived for 600 years, including an annual horse race in the town square, how it took 200 years to build the church, and that Francos family raised and used carrier pigeons to send messages. He also has more recent stories about villa renovations, bartering with neighbours, and plans for the business. His deep pride made me feel privileged to be his customer.

    Often, when I hear other people talk about their rep firms or agencys history, the narrative feels canned and detached. Reps have a great opportunity to create a visceral experience for customers when they tell stories about their company. Find someone in your organization whose enthusiasm is palpable. Interview them; emulate them; find and tell stories that make you proud; practice your delivery. Passion sells!

    Share your abundance Franco and Franca embody the attitude of abundance. They are willing and thrilled to share. At no extra charge, they loaned us their cell phone when we ventured into the countryside, gave us extra food at breakfast, called long distance to make us dinner reservations, and drove our luggage and us to the bus stop (a 45-minute round trip).

    In business, we often protect our ideas and insights, fearing that we will lose them if we spread them to other people. Those who are willing to share their sales strategies,

    proposal templates, or scripts and speeches, set themselves apart as valuable and caring businesspeople. Im learning to appreciate that abundance begets abundance, attracts clients, and increases customer loyalty. If you get the chance to visit Tuscany, check out their website at http://www.franceslodge.it/eng/main.htm.

    Monthly Challenge: STOP! Take a minute and make a list, right now, of what customer care tasks or attitudes youve been putting off, such as:

    1. Identifying a customer (each week!) to whom you can express your gratitude

    2. Putting a colleague in touch with someone who can help him or her, with no benefit to you

    3. Sending a thank-you note and gift for a referral

    4. Sending an article or website to someone you know would be interested in it

    5. Inviting a client to join you at a conference/lecture/workshop

    Dont beat yourself up if you dont accomplish each one of these. Just make a note to do the ones that you can, and figure out the necessary steps. These activities will push your business forward in profound ways.

    About the Author

    Nicki Weiss is an internationally recognized Certified Professional Sales Management Coach, Master Trainer, and workshop leader. Since 1992, Nicki has trained, certified, and/or coached more than 10,000 business executives, manufacturers reps, corporate sales executives, small to medium size entrepreneurial business leaders, and sales teams of all shapes and sizes.

    Nicki guarantees increased sales performance when sales managers become better sales coaches and salespeople become more customer focused. Sign up for her FREE monthly e-zine, Sa1esWiseTM, at www.saleswise.ca for powerful tips and techniques. You can email her at [email protected] or call 416-778-4145.

    Ask Nicki about running your next sales meeting, speaking at your next event, or helping with your training and coaching needs. Youll be delighted with the results.

    Like many salespeople, I am restless for what I can only call something else.

    35IdentityEdgewww.identitygroupinc.com

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