Key Takeaways
• Trust & Collaboration: Trust is key in building strong client relationships. Protect your clients’ brands by understanding their businesses and delivering high-quality products.
• Handling Sales Objections: Price and budget constraints are common hurdles. Take a consultative approach and offer your expertise to save clients time and effort.
• Effectively Connecting: Flexible and proactive communication is key. Meet clients where they are and adjust to their individual preferences.
Sales are the lifeblood of any business, and achieving them is most effectively accomplished by building strong client relationships. Here, Amanda Clay, a third-generation distributor owner with Walker-Clay (asi/354530), and Megan Hernandez, a successful sales rep with Counselor Top 40 supplier Goldstar (asi/73295), share their top insights on how to connect with promo clients.
Distributor View
Amanda Clay
President/Co-owner, Walker-Clay (asi/354530), Counselor 2023 Distributor Family Business of the Year
Supplier View
Megan Hernandez
South-Central Regional Sales Manager, Counselor Top 40 supplier Goldstar (asi/73295)
Q: What’s the biggest reason your clients work with you?
Amanda Clay: Trust. They know we’re not just here to sell them something – we’re here to protect their brand. Every product we deliver is a reflection of them, and we take that responsibility seriously. With our deep product knowledge, we make sure they’re getting top-tier quality, not just another promo item.
Megan Hernandez: I believe the biggest reason clients choose to work with me is the collaborative partnership we build. It all stems from trust. I take the time to truly understand their business, culture and goals. This helps build a solid partnership, working together to achieve shared growth and mutual success.
Q: What’s the most common sales objection you hear?
AC: Price. There’s always someone cheaper, but our most valued clients quickly realize that’s not what really matters. They come to us for expertise, efficiency and peace of mind. We save them countless hours of searching, vetting and second-guessing because we know the industry inside and out.
MH: Budget constraints and clients exploring other options. My approach to overcoming these objections is pretty simple: Become a consultant, not just a vendor. I try to help understand the marketing challenges and the core message they are trying to communicate. Then it’s just about creating solutions that can work.
Q: How do your clients want to be communicated with?
AC: Every client is different, and we don’t believe in a one-size-fits-all approach. Some prefer a quick text; others like detailed emails and some want to jump on a call. Our job is to meet them where they are and communicate in a way that works best for them.
MH: We try to do at least one email marketing collateral a week just to touch base. I aim for weekly progress reports on ongoing projects, but I’m always flexible and adjust to the clients’ individual preferences. I believe proactive communication is key. Most of my clients like emails, phone calls and some even prefer text; it just varies.
Q: Do you tell your customers “no?”
AC: We try not to say “no,” but sometimes it’s the right thing to do. If we’re genuinely not the best fit for a project, we’ll be upfront about it and even refer them to someone who is. We’d rather guide them to the right solution than push something that doesn’t truly serve their needs. That honesty is what keeps them coming back.
MH: I pride myself for being upfront and honest with customers. I try to avoid “no” without offering any type of solution. However, there are times when it’s necessary to be direct because we simply can’t do it. I always explain why we can’t do something and help offer alternatives or resources that could be helpful in the situation. I believe that being transparent and offering alternative solutions help maintain the trust in our partnership.
Q: What’s your best strategy for building a stronger relationship?
AC: Doing what we say we’re going to do and genuinely connecting with our clients. At the end of the day, people want to work with those they know, like and trust – just like we do with our vendors. It’s not just about the products; it’s about building real relationships. By being ourselves, staying reliable and always having our clients’ backs, we create partnerships that last.
MH: Strong relationships aren’t built overnight; they’re cultivated through consistent effort and open communication. Trust, honesty, patience, understanding, empathy, active listening and support are essential ingredients. My approach centers on dependability and reliability, as these qualities form a solid foundation for lasting connections.
