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Thoughts of a CEO | Authentic Sales | April 2023

Thoughts of a CEO | Authentic Sales | April 2023


As 2023 continues to rampage on, I am a little late with my April Thoughts of a CEO, as so much to think about and reflect on. I wanted to talk to you today about sales. In April alone I have had over 20 mentoring meetings with our members, and so many have been asking about where the security, growth and opportunity is in 2023-24. My advice has been to return to sales and find the beating heart of your business, your brand.


In today's giftware industry, companies are constantly seeking ways to increase sales and grow their customer base. While there are many strategies and techniques that can be employed, it is important to focus on an authentic sales approach that prioritises building trust and establishing long-term relationships with customers.

Authenticity is key in the consumer goods industry because customers are looking for brands and products that align with their values and lifestyle.


There is so much noise out there, so it is easy to get lost. My whole career was driven by old school sales – an understanding that nobody owes you a sale, so how will you get one, how will you grow, how will you identify opportunities? Here are some thoughts for you…


Know your target audience:

The first step in an authentic sales approach is understanding your target audience. Who are they? What are their needs and preferences? What motivates them to make a purchase? By answering these questions, you can create a sales approach that speaks directly to your target audience and addresses their specific needs.


Focus on building relationships:

Authentic sales is not just about making a quick sale, it is about building long-term relationships with your customers. By establishing a relationship of trust and reliability, customers are more likely to return to your brand and recommend it to others. This means taking the time to listen to their feedback, addressing their concerns, and following up after a purchase.


Be transparent:

In today's digital world, transparency is more important than ever. Be upfront about your products, pricing, and business practices. If there are any issues or challenges, communicate with your customers honestly and openly. Customers appreciate transparency and will reward brands that are authentic and trustworthy.


Provide value:

Customers are looking for products and brands that provide value. This means not only offering high-quality products, but also providing additional benefits and services that enhance the customer experience.


Stay true to your brand values:

Finally, an authentic sales approach requires staying true to your brand values. This means having a clear mission and purpose that guides your business decisions and actions. Customers are drawn to brands that are passionate about their values and have a strong sense of purpose beyond just making a profit.


Things do not need to be overcomplicated. By focusing on building relationships, transparency, providing value, and staying true to your brand values, you can establish a loyal customer base that will support your business for years to come. Being part of The Giftware Association means that you can get security, opportunity and connection to ensure you survive the challenges ahead and thrive into the future.





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