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AUGUST 2013



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"Dress-Up" your product lines with a different and direct approach, Market the "Solution" directly to those whose problem your product resolves and MAKE MORE SALES
by Bob Licari, Devlex Int'l

Ask any woman you see and she will tell you there is no single shoe color or design that is good for all occasions! In fact many take that concept way over-board and to extremes having dozens of pairs of shoes, all for a very good reason of course! Women will understand this analogy much easier than men who can live with two pairs of shoes for 5 years.

Within this example is the obvious answer that different markets require different approaches to trigger that buying impulse. In this same way your approach to the market you intend to sell to should be created around the needs and applications that the market demands. There may be a number of new industries you can approach this way. Cater your product presentation to them focused on the remedy for their "Pain".

You must stay in tune to current market trends and utilize creative approaches to sell your products. This not only is a great formula for developing new prospects and sales agendas but it is also an excellent way to rekindle life in a seemingly tapped out market. With that said this new venue customized can appeal to past customers or lost accounts.

I recommend you take your largest customers first then repeat this process right down the line. Look at vertical markets that are offshoots from your existing customer base. Take an analytical approach to how they use your products and scrutinize the areas your prospect has problems with. Determine how your solution can be presented to solve that problem.

Use that information to develop focused marketing campaigns reaching a similar audience. Be creative in your approach to select the main points and directives and how they are presented so that you ignite your buyers' purchasing triggers. Look at each as a different entity to maximize the effectiveness of the targeted campaigns you develop.

A "Wise Guy" I know named Fred G. once told me, "You can put earrings on a pig, but it is still a pig!" So true a statement in many ways, however; the moral of this article is; if you were looking to buy a pig, most people would take the one with the earrings!!

LicariBob has served the Mailing, Fulfillment and Packaging Industries for over 35 years. He can be reached at: boblicari@devlexintl.com.

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