Marshall Atkinson That's great. That's kind of like how the lobby firms always hire the ex-Senator. Because you know all the secret handshakes. Sara Webb Well, having that insight really helps. You know, as I shared, this industry is constantly changing. I mean, I went from fax machines on my desk and orders coming through and, you know, overnight and camera-ready artwork to everything happening through email. And this is how we're just growing and morphing and evolving. I mean, last year was no exception. So, you know, having the right skill set, I think is the most important and people that can change that are fluid that are not expecting to come in and have a regimen a day because you won't get that here. Marshall Atkinson Good. Good. So let's talk about your sales process. How are you identifying an ideal customer and what are you doing to get them to stop using someone else and start using you? Sara Webb No, great question. So one of the things that we really focused on in 2020 was having an idea of what is our ideal customer avatar. And once we really defined who those humans are, then we could build a process and a program around what they need and what their customer value journey is. So for example, meeting planners, as I shared. A meeting planner is a lot of times they're looking for sponsorship items or they're looking for trade show suggestions. And so how do we build that out so that they're not having to invest a tremendous amount of time in what's the right booth for me, what's the right tablecloth, you know, what is the right swag? What are the right sponsor gifts? So we really understand their value journey based on, is it a one-time event? Is it a corporate event? Is it an association event? And then building that customer value journey to make that ordering process very simple for them. And you know, really anticipating our customer needs. That's the big one. So knowing when the trade shows are coming up, knowing when the events are coming, reaching out to them ahead of time, following up from previous year's events, and then understanding; what are some things that didn't go well the previous year? That is what sets us ahead, time and time again, with, you know, against the competition or just from ordering something simply online. And it's really understanding opportunities to deliver what they're needing without them having to say it. It's about getting into their brains so that they can focus on the 15 million other things that they're working on. Marshall Atkinson So when you initially talk to a new customer, are you like, asking a gazillion questions to get a feel for what they need? What their budget is? What they're interested in, what different products that they like, or they don't like, you know, and especially the don't like, you know, I think a lot of people skip over that. I always call it the pertinent negative, you know? So what don't you want or what was the big problem last time? That type of stuff. If you know that that's like gold because you can completely avoid that in the future. Do you do stuff like that? Sara Webb So we do, but not exactly. So when you, when we first engaged with that client, I know for, frommy experience, I don't want to be peppered with a billion questions. At the same time, I want you to hear me, without me saying the things that I'm supposed to say.
388
Made with FlippingBook - Online catalogs