What should I keep in mind when looking to focus my business in any one area?

As we build our business and grow, we should build it with accounts that work in our system. We can create a more profitable business if we focus on selling accounts that are somewhat connected.

If you are selling little league trophies and county fairs and small corporate accounts, you might choose to specialize in one of these areas. By doing so, you accomplish several things. Let’s say you choose to expand your presence to little leagues – combine orders to your suppliers and increase your margins by buying in greater quantities of figures, bases, and columns.

In addition to increasing your margins and specializing, you become more educated and establish a presence that the buyer can identify with your business brand. You increase your opportunities to have more repeat business, which is a major key in building your business. One thing that might help you select the right market to enter is to ask this question: Do I like these people? Not, do I admire these people, but do I really like them and can I relate to them? This chemistry is important to long term success, and it’s always easier to work with those you like – it makes life more rewarding and satisfying and that will add up to more than just money.

-Stephen L. Capper, A-1 Awards

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Stephen L. Capper

Stephen L. Capper, along with his wife, Nora, and their daughters, Jami and Toni, owns and operates A-1 Awards, Inc. in Indianapolis. He has been associated with the awards and recognition industry for over 45 years, and has given numerous seminars since 1979.

Avatar of Matt Dixon

Matt Dixon

Matt Dixon is the executive editor of GRAPHICS PRO and WRAPS magazines. Before that he was served as editor of Sign & Digital Graphics and Sign Business Magazine. He can be reached at 720-566-7286.

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