Carolyn Strauss spent 18 years selling her clothing on the Home Shopping Network.

“I did not sell pull-on polyester pants,” Strauss said, even though such garments were definitely part of the Carolyn Strauss Collection. Instead, she added, “I sold easy-wear easy-care clothes for busy women so that after they get dressed, they don’t have to think about themselves for the rest of the day.”

That distinction is important, Strauss explained during an education session, “Creating Connection & Commerce With Promo Products,” at ASI Fort Worth. In order to help your clients buy – rather than merely sell to them – you have to articulate what makes you stand out and why clients should care about that distinction.

“I want you to have a list of stories about everything you sell and how it’s helped somebody else that you’ve worked with,” Strauss advised attendees. You need to know what your products can do for buyers, and testimonials from other clients are a great place to start.

Promotional products are a way to create touch points that help like-minded people connect with each other. For example, Strauss, a graduate of Emerson College, feels an immediate sense of connection anytime she sees someone wearing an Emerson branded hat or carrying an Emerson branded backpack. “That’s my tribe; those are my people,” she said.

“You’re not selling promotional products, you’re creating community and connection, and that’s a noble purpose,” Strauss said.

Also during her class, Strauss discussed the principles of persuasion, explaining how to use reciprocity, scarcity, commitment, consistency and likeability to encourage sales. “These are not manipulative, but understanding how human beings work,” she said. “We’re not doing business with companies anymore. We’re doing business with people.”

Reach out to and reconnect with clients by sharing content that may be related to their business or sending a video email that conveys your enthusiasm and excitement for a particular product or idea. Check in on how they’re doing and share something new and positive that’s happened to you. “Be brief, be relevant and be personal,” Strauss said.