Not should he, he MUST...
In good times or bad, there is a universal truth that applies to selling:
SELLING IS TELLING
You need to tell your story often and tell it effectively. Telling your story effectively details the compelling reasons which exist for customers to give you money; and involves:
4 essential strategies:
- Your ad better must grab the recipient's attention right away. The average person is inundated with thousands of marketing messages every day. From roadside billboards to unwanted emails to ads on the evening news we see or hear sales pitches designed to interrupt our thought pattern. Your ad better cut through all the clutter and grab attention in a few seconds or it is wasted.
- Offer real value. How many ads do you see that mean nothing to you? Probably most of what you encounter every day. But a wholesale distributor has an advantage; that is, he is marketing to a known audience, customers or prospects who buy what the distributor sells every day. In general wholesalers sell commodities; so their customers can buy the same product from a number of wholesalers. The question is: Is he buying it from you? So give that customer real value, make sure your ad features something of importance, something the recipient will find useful or interesting. Give the customer real value in your ad, and the customer will subliminally give you permission to keep reaching out to him.
- Advertise consistently. You need to contact your targeted prospect on a consistent basis. Most of us forget most of what we read, saw, heard within 24 hours. Repeated contact is essential.
- Ask for order or some form of action. Why go through all the trouble if you're not going to sell something. So give them a reason to buy or contact you every time you create an advertisement.
In today's economic environment there is less business to go around, margins are being squeezed harder than ever, customer loyalty is at an all time low; survival depends on getting every piece of profitable business available. The wholesale distributor who advertises effectively has a definite advantage over his competitors.