Q: How often should I be going to see clients?

Josh Frey: I’m a huge proponent of sales travel – I think it’s the difference-maker for sales reps. If clients are local, I say, “Every day.” Part of the weekly sales plan we’ve developed at The Swag Coach is “Go meet with people.” You build relationships by talking to people. It might not be a sales presentation every time. Maybe it’s coffee or lunch. But at minimum, you should be bringing them new ideas on a quarterly basis If they’re local, definitely go see them. And if they warrant a flight, it should be quarterly or more if you can.

Josh Frey is founder of The Swag Coach, a Geiger-affiliated business training program for promo companies.

Q: What’s the best time of day to see them?

JF: I haven’t found that there’s a best time of day. I usually schedule it based on my calendar, but I always give them a few choices. So I’ll give them two or three days’ notice with two or three time options, so they can pick what works best for them.

Q: What kind of samples should I bring?

JF: Bring products that match their needs, ideally from preferred suppliers. So you’re addressing their needs and also passing along those vendor benefits. The samples don’t necessarily have to be logoed, but make sure they’re organized into different categories. Take 15 minutes before the meeting to lay them all out (always ask permission first), and then during the meeting, talk about them from the buyer’s perspective and how they relate to their needs. They definitely need to touch and feel the products. If someone is really interested in something, I encourage them with a sample. It mitigates any unhappiness with the final item.

Q: Is it a good idea to treat them to lunch, either off-site or catered?

JF: Yes, bring it to them or take them out. They let their guard down, and it’s a way to build long-term relationships. It’s a preferred method for me, but it’s a feel thing. Build some trust first, because asking them to lunch right off the bat can come across as a little creepy. I build the working relationship with traditional meetings and methods first, so it’s not as awkward.

Q: Is it appropriate to bring some kind of appreciation gift?

JF: When I first started, I used to give away lots of stuff. But I realized there are a lot of “takers” and it didn’t really help me size them up. Now I’m more judicious. But once I have a relationship with them, I send them gifts all the time. We’ll do a “new products” gift bag, and we participate in Geiger’s spec sample program where distributors can get free imprinted spec samples for a client to bring to the meeting, and they can keep those as gifts.

Q: How do I keep it fresh?

JF: Always revert back to their pain points and what they need. I’m not an aggressive sales person. I’m not muscling them or guilting them into meetings. Meetings are set up because they’ve expressed a need and interest. It’s not putting on a show; it’s discussing their pain points. I’ll lay the sample out first and then just start asking questions about their needs and take notes, without talking about the product. Then I’ll go to the item and talk about it as it addresses those pain points. Having the products out helps the rep with organizing his or her thoughts and letting the client know all the services they can offer. Without them, they’ll box us in and say, “You’re a dime a dozen. Just give me your best price.” That won’t help you build a profitable distributorship.