Move More Headwear
The Value
Proposition
BY TONY KARLICEK
Honestly ask yourself: Do you sell a product or do you bring excep- tional value to your customers? If
up until two seconds ago the answer was
“sell products,” perhaps we can increase
sales by discussing selling value over
product. Talking with customers in terms of
maximizing their budget for brand recognition and return on investment is far
more effective than trying to consistently
win business with low-ball pricing and
special deals.
We all know, no matter how good the
deal is there is always someone willing
to do it for less. But if we are viewed as
problem solvers rather than salespeople,
it’s much more likely to get a higher level
of inquiry because we’re not simply selling a widget and taking money, but helping to grow business and increase clients’
bottom line. The difference is in the delivery of how the value of services is discussed and how products are priced and
presented—the difference is this value
proposition.
About the author: Tony
Karlicek is CEO of Frederick, Md.-based Headwear
USA; the U.S. office is of
one of 10 global offices of
The Headwear Professionals. His experience spans
from working in the warehouse when he started with Headwear to working closely with distributors to develop corporate
programs as sales manager.
Capstone promotions
The value proposition works for many
products, but caps add a little extra to
the proposal. Caps are coveted and
even collected nationwide. The
power of the baseball cap is
the impression it makes;
giving a powerful testi-
monial without say-
e
ing a single word. We link persona to the
caps people sport—think about the state-
ment a person makes by donning racing,
sports team or collegiate caps. The very
same holds true for promotional caps.
Making personal endorsements through
logoed headwear is simply part of Ameri-
can culture.
Consider what statement a cap can make in uni- form and gift programs. (All photographed samples courtesy the author)
48 • PRINTWEAR • JUNE 2010
Use INFO #42 for Insert
