p47 Lanyards final (passed):Layout 1 21/01/2009 14:03 Page 47
LANYARDS
Potential gains
Keeping your existing customers happy and learning to maximise
your sales from them is Leicestershire firm The Marketing Worx
believes it has the answer. The company’s sales director Malcolm
Watson takes a closer look at the poential of lanyards.
W
hen a business owner is analysing the some of these items, the problem then comes round
sales performance of the past year and of who to source them from and how to ensure you
looking at the growth plan for the year are supplying your customer the right item for the
ahead, one item that should always be highlighted job, with the right safety features and at the best
is potential new markets. More possible price! This is where
often than not, this area is ignored company’s like the Marketing Worx
because of the amount of work come in useful.
that needs to be put into a new “Being one of very few strictly
product category for the business. trade only suppliers of these items
However, due to the challenging with offshore managers, trained
times we face in 2009 and maybe and knowledgeable sourcing
even into 2010, any activity that people, we are able to give the
can capture new business must be best possible advice, print
investigated and considered. knowledge and support, while
The Marketing Worx is seeking offering some of the very best
to help distributors in the clothing prices for a quality product within
and corporate wear market to grow their business the industry. We have literally held peoples hands to
with their existing clients as well as attracting new help them to impress clients with artworks, samples
ones, by adopting a positive strategy and supplying and final products to help them gain their
a range of marketing support. confidence with a new product. Our lead times are,
“The easiest people to sell to are your existing when needed, unbeatable and that is a very strong
customers, as they know and respect you and have weapon in anyone’s armoury when endeavouring to
the confidence in you understanding their needs impress demanding clients”
and desires” Says Malcolm. “While some clothing “Take Lanyards for example. They come in 5
and corporate wear distributors have toyed with different widths and two styles, woven and tubular.
adding promotional products to their portfolio, most There are also green lanyards available that are
have been put off truly exploring this avenue to its made from plant fibres, recycled plastic, bamboo etc.
full reward due to the lack of knowledge and Then you have a number of attachments to choose
support they have been given to enable them to sell from and the question of a safety break to consider
those products with any faith or conviction. The sad and that is before you look at what artwork is being
truth is that 90% of those distributors are missing supplied to put onto the finished product to see if it
out on some very lucrative and easy to obtain will fit! While this may read like a mine field of
additional business” obstacles, in reality, we make it a very easy process.
Malcolm believes that the key to making this kind We supply our customers with charts, samples,
of growth activity work is to specialise in one or two advice and a very quick quote response time to
areas of promotional products and not to try and enable the process to run very smoothly. We work
learn a lifetimes worth of product skills. the same way as this with all of our products. As our
“The obvious areas for work wear, clothing strap line says, we’ll make it easy for you.”
distributors and embroidery companies to initially So, what are you going to do in 2009? Look for
move into is the promotional lanyard and plastic new business areas with your existing customers
card side of the promotional industry as it is usually and make your future with them even more secure
the buyers of corporate wear that are tasked with or try to find new customers in a very competitive
sourcing this type of item as well. It is certainly market? With the kind of assistance on offer from
worth asking the question of your customer if The Marketing Worx, we think we know the answer.
nothing else? You never know, they may also buy
other items of promotional merchandise such as The Marketing Worx can be contacted at:
trolley coins, badges, bespoke ties etc” sales@themarketingworx.com
If the customer does ask you to source and price or by phone on 0116 284 9300
www.printwearandpromotion.co.uk February 2009 | 47 |
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