Is it time to rethink your new business strategy? An opportunity within the promotional merchandise industry.

My husband recently contacted a number of UK promotional merchandise companies for a quote. He was looking for a couple of pieces with a one colour print in two positions.

The majority of the companies didn't respond, those that did were unhelpful and seemingly unprofessionally in their response. 

I spent six years in the promotional merchandise industry and understand why companies are reluctant to complete small orders - it takes the same amount of effort to produce an order for two units as it does 10,000. With account managers being pushed to hit targets, why would you bother with a request that generates such little GP? But by ignoring these small orders are you missing a big opportunity? 

When these small orders arrive are you researching who are they, the size of their business, speaking to them to understand the potential or just hitting delete as the current order is not worth your time. 

When trying to generate new business companies put a lot of time and resources into completing RFP’s, which is all for a predicted figure, the client might spend over a period of time. But why are you not factor facilitating small orders and developing these relationships into your new business strategy? 

Companies trial out companies on small orders before committing more. They want to see the quality of your product the level of service, how reliable you are, and how you made them feel in the buying process. Otherwise, why would anyone give you their business when treated so poorly? 

If you are not willing to facilitate these small orders rethink your marketing campaigns and do not waste your money on Google Adwords or direct marketing as these are the results of your marketing efforts which is - giving you direct access to speak to a potential customer.

Before hitting delete, you should dedicate some time to these enquiries as it would appear most companies in the industry are not even trying to upsell to at least the minimum order quantity. 

A business can’t be built on small orders alone but consider applying the Pareto Principle as part of your new business strategy - you never know the next order might be the one that’s for 10,000 units!

There is an opportunity in the market for someone to utilise this strategy. 

Short term thinking leads to short term results.