cards, our website, and on any flyers we print throughout the year. It doesn’t close the sale, but it’s one more thing to show the customer we are professionals at what we do.” In addition to putting the logo on his store’s Facebook page, multi-year winner Don Amann of Unexpected Creations in Edi- son, N.J., shows his award with every email, embedding the logo and/or text exclaiming the honor under his signature. “I’ve found that putting the logo there is a conversation start-


er,” he said. “People ask me what it is and it gives me one more thing to use to build trust and rapport.”


DURING THE PITCH: PRICE JUSTIFIER, COMPETITION UNEQUALIZER While many retailers have yet to effectively use the press re- lease as a means to get coverage from local media, they are using it as a script of sorts to teach employees how to talk about the Top 50 and Top 100 awards, which is an effective practice. “Inevitably, people start asking us about our history, how long


we’ve been in business, how many stores we have,” said Mur- ray. “That’s when I work the Top 50 and Top 100 awards into the conversation. Combined with our other accomplishments, it


Carlos Ramirez of NVS Audio makes his awarded certificates part of his selling arsenal when his price is higher than his competitors.


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