As we kick off the new year, promo firms should be looking toward the future and finding ways to have a successful year. One great strategy is having planning meetings with clients and potential clients, but planning for these meetings can be challenging.

Each type of client requires different needs, but they all require a few things that will set you up for success:

  • Kick off your year off strong.
  • Show up with predicted trends for the coming year.
  • Have the previous year’s results.
  • Set aside an adequate amount of time for the meeting – it’s a full year, so don’t rush and leave time for brainstorming, feedback, etc.
  • Bring a calendar of relevant events and opportunities that you all can use to your advantage (i.e. breast cancer awareness being in October, Hispanic Heritage Month being in September).

Here’s how to plan for a productive planning meeting which each stage of clientele.

Prospective Clients

If you’re looking to secure potential clients, you must first become an expert on their business and what drives their market. What are their strengths? What are their challenges? What are opportunities could help them grow? At the end of the day, if you’re not able to solve they have, you haven’t done enough.

Another way to secure prospects is by making sure the right people from their firm are in the room. This means not only having the decision makers–although they matter, too–present, but also including creatives, merchandising and people who will be using the product. Getting full buy in will drive success so they become a long-term customer.

If you’re looking to secure potential clients, you must first become an expert on their business and what drives their market.”

Lindsey Davis, MAS

Director of Sales & Professional Development, PPAI

If you really want to impress future clientele, make sure to ask really great questions that show you not only did your research on the company, but you also were attentive during your meeting. These questions should demonstrate you have a good grasp on their brand by including examples of their business practices.

Clients You’re The ‘X Guy’ For

These are clients who may be the “pen guy” for, meaning you create or sell a specific type of product, but you want more business from them. For these clients, ensure you bring results that show you helped them achieve their goals. Detail the ways you assisted them and hone in on the fact that you can continue giving them the results they need.

Also, bring suggestions and trends that will continue to elevate their company. Come with clear goals and metrics that indicate how exactly you’ll help them moving forward.

Bring Promotional Products Work! stats to help them understand WHY they should chose promo instead of other advertisers to earn more wallet share.

Your BIG Customers

Keeping a strong bond with big customers that you’ve either had a long-term relationship with, or who make up a big chunk of your business is essential to ensure your success. Show them they matter to you by saying thank you, and bringing personalized spec samples of products instead of generic versions to illustrate you go above and beyond.

Something else that helps you grow with your clients is asking for an internal referral – possibly over lunch – to get your foot in the door with other departments. This can help them understand why leveraging you brings continuity and (frankly) better pricing.

Finally, present them a recommended plan based on their budget. You know (or at least you should know) their spend goals, brand and ways to make a strong recommendation for a promo plan that will drive success.  

These strategies should help – especially in 2025 – to diversity your revenue and grow your business while simultaneously focusing on retention. Watch out for March’s column about diversifying your revenue! 

Davis is PPAI’s director of sales and professional development.