A Process For Selling Promo

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07/28/2026

A Process For Selling Promo

Source: Bill Farquharson, July 27, 2026

This week of LinkedIn content wraps up a month of focusing my comments on selling promo. Since I’m writing and recording this at the end of June, I can’t add, “…and it was very well received. Thank you for all the great feedback” but let’s just assume, shall we?

So far, I’ve covered some basics, written about prospecting, which target markets to call on, and last week, objections. What’s left is Process and Message. That is, how do you put together a successful sales campaign?

If this were print or signage; If this was packaging or labels, I’d be suggesting a step by step, week by week process that starts with identifying a need and then offers a solution.

But promo is different. It’s not a custom product in the way signs and print are. Sure, it’s imprinted but the product itself already exists. So, if it were me I’d go “Taco Bell” on this one.

For those who have not heard me offer this idea, here’s the Reader’s Digest:

First, come up with three price points, say, $499, $999 and $1999. Next, determine a mix of items and quantities to offer for these prices. Create a flier or email, send it out, make a follow up call or two and voila, you are done!

This is a simple sales process for a reason. It helps the customer think of promo as a packaged product and gets you into a good conversation; one that discusses needs and products instead of pricing.

I’ll post some other ideas on LinkedIn for the rest of this week, but this will get you started. And don’t forget to look back on the previous three weeks for more ideas on selling promo.

Watch Bill present this week's sales tip

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