Page 0051

Page 50 JUNE 2018 | RETAILERS FORUM MAGAZINE

forumworkshop

FORUM WORKSHOP

continued...

The converse to the recognition factor is also

true: If I have heard a lot about you, you must

be good. Remember though, it has to be positive or

at least neutral. If they have heard a lot

about you because you were just indicted for

tax evasion, that won't help you!

People Hire People, Not Firms

About three years after he joined a big public

relations agency, Henry wanted to start a firm

of his own. He worried about how he would

get new business. Henry knew that there was

more to it than just doing good work. He had

an acute case of what teaching professionals

call "a need to know." When your college professor

recommended a book, you probably

never read it. But when the professor said tomorrow's

final exam would be based solely on

that same book, suddenly

you wanted to

read it very badly.

Or learning how to

sky dive might not

hold much appeal to

you, unless you

have a parachute

and your plane just

ran out of fuel.

That's what is called

a need to know.

So Henry carefully analyzed his employer. It

was true the firm never promoted itself

through advertising, direct mail, or cold sales

calls. However, it consistently did other activities to attract clients.

Largest Selection at Lowest Prices • We Match or Beat any Competitor

Fast Online Ordering • Cust Service: 1-877-368-5678

www.promotionalrewards.com

Pen/Highlighter

Combos

77¢

32oz.

Sports Bottle

73¢

Pens

11¢

Large Variety of

Rulers

11¢ +up

Dozens of

Printed Bags

19¢ +up

Made

in

USA

Shop by

• Price

• Event

• Industry

ATTN: TRADE SHOW EXHIBITORS:

Premiums & Giveaways for your Clients

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