Keep’em – Build Customer Loyalty

It is always easier to hold on to a current customer than to win a new one.  But, with more choices than ever before, customer loyalty is not as strong as it was before.  A reseller must constantly earn a customers’ business, and must continually remind that customer of the advantages you as a reseller delivers.

• Increase the effectiveness of each customer contact
• Identify opportunities to keep the reseller’s name in front of the customer and promote their offerings
• Utilize response-driven touch pieces
• Create a customer referral program

To make this all happen, a reseller can employ a powerful series of Keep’em marketing and sales tools, including:

• Street Priced Catalogs – An assortment of pre-priced Keep’em catalog, competitively priced, while providing the ability to raise margins.

• Universal Sample Kits – A powerful way to say “thank you for doing business with us!”  and to expose your customer to the quality and dependability of Universal brand products.

• General Line Catalog – The cornerstone of a resellers sales and marketing efforts.  The United Stationers General Line Catalog contains the World’s Largest Selection of Business Products.  It is an unmatched resource designed to help a reseller stand out and stand apart from the competition.

• Promotional Touch Pieces – Each designed to keep the reseller and their advantages in the forefront of a customer’s mind.

• General Line Catalog Consumer Matrix Pricing File – A reseller can choose from a selection of consumer pricing at ascending marketing levels designed to help a reseller raise their profitability.

Retaining customer is only part of the equation.  Another goal is to make every customer relationship a stronger, more profitable one.

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Grow’em – Increase The Value of Every Customer

Do you know what percentage of available business a reseller gets from their customers?  Are reseller customers aware of all the product lines they offer?  Could the consumers be buying more?  It begins by understanding the consumer’s needs.

Identify new opportunities with niche products: Furniture, Janitorial, Break room, Computer Consumables, and drive sales into the General Line Catalog.

Expand the number of contacts and the effectiveness of each contact the reseller makes at each of their customers.

Increase customer touch points, and make communications more relevant.

The Grow’em tools include:

• Street Priced Catalogs – An assortment of pre-priced Grow’em catalogs, competitively priced, that can increase sales within product categories while providing competitively priced products at higher margins than a Keep’em catalog.

• General Line Catalog – The cornerstone of a resellers sales and marketing efforts.  The United Stationers General Line Catalog contains the World’s Largest Selection of Business Products.  It is an unmatched resource designed to help a reseller stand out and stand apart from the competition.

• Single Source Selling Brochure & PowerPoint Presentation – In simple, effective terms, this professional and visually attractive brochure describes the benefits of cost containment buying to consumers.  In addition, for those face-to face meetings, you can also utilize a Single Source/Cost Containment PowerPoint presentation conveying the same message.

• Reseller Customer Research Program - Could a reseller profit from a better, more complete understanding of how well they are penetrating their existing accounts, and just how well the customers feel about their performance?  This program can help a reseller obtain this invaluable, essential information about their customers.

• General Line Catalog Consumer Matrix Pricing File – A reseller can choose from a selection of consumer pricing at ascending marketing levels designed to help a reseller raise their profitability.

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Training and Consultative Services

A key component to the Market Development Program is the roll of the Region Marketing Manager.  This position is unique to the wholesale channel of our industry, and brings sales and marketing expertise to the Independent Dealer.  Whether a reseller goal is to add new accounts, increase margin, train their sales force, or simply want to get an idea of how other Independent Dealers are having success, your Region Marketing Manager is the one to contact.

Your Region Marketing Manager is ready to sponsor training and consultative services on a myriad of subjects including:

Developing a “Hunter” Sales Rep Program training includes hunter hiring guide, compensation model, productivity modeling, overcoming objections, and ongoing coaching.

Creating or enhancing an Inside Sales Program…”using the telephone versus the windshield.”  This program was created with the assistance of the leading Inside Sales expert in our industry, Ms. Winnie Ary.  This turnkey program can help build a successful inside sales program.  Sponsored by a United Region Marketing Manager, this program provides the training and assistance you’ll need to build an inside sales team.

Below are other training and Consultative services offered to Market Development dealers.

• Marketing to the Small Size Office
• Marketing to the Medium Size Office
• Marketing to the Large Size Office
• Creating or Enhancing an Account Retention Program
• Developing or Enhancing an Account Resuscitation Program
• Margin Management Consultation

Market Development is all about setting goals and exceeding them

To understand the value of Market Development and what it can mean for a reseller of business products, you need to understand what it is.

Market Development is…

Consumer-driven marketing
Consumer-driven sales
Based on Independent Dealers input
An evolving process
A series of powerful sales and communication tools
For and dealer who wants to succeed
About acquisition, retention, growth, and reactivation
A time-tested, proven methodology to help a reseller achieve their goals