How to Turn a Wide Range of Products into Tailored Solutions
The concept of a funnel is a commonly used metaphor to describe a process of progressive narrowing—whether it involves data, information, or even people within a conversion strategy. This image perfectly symbolizes how a large volume of initial elements is gradually reduced or filtered down to a smaller, more specific outcome. This approach proves especially useful when managing a wide array of possibilities, allowing us to refine and structure the options in order to arrive at a relevant, customized solution.
Let’s take a concrete example from our industry: we have access to over one million different products that can be customized with your logo—offering an almost limitless selection. However, choosing from such a large pool of options can feel daunting, even overwhelming. That’s where our funnel process comes into play, allowing us to efficiently filter through these choices.
When we receive a call from a client looking for ideas to promote their business with promotional products and apparel, we initiate a structured process to narrow down the possibilities. Here’s how we proceed:
We begin by asking a series of key questions:
- What is your total budget, or your budget per item?
- How many units would you like to order? (Pricing is often quantity-dependent, and it’s important for us to check inventory availability before presenting a curated selection.)
- Do you need to follow any PMS color palette?
- May we see your logo to determine how many colors need to be printed?
- Do you have your logo in a vector format (.eps or .ai – some PDFs may work)?
- What is your desired delivery date? (This helps us work with suppliers who can meet your deadline.)
- Who is the product intended for? (This allows us to target the audience or age group.)
- In what context will the item be distributed? (At an event, in an office, during a conference, etc.?)
- How will the item be distributed?
- Will you be using your own shipping provider or ours?
- Your contact information so we can complete your quote.
These questions may seem like a lot, but they are essential for quickly narrowing down the possibilities. Thanks to this methodical approach, we can significantly reduce the number of products we present to our client—while making sure each option is perfectly aligned with their specific needs. This helps streamline the process and ensures we deliver exactly what the client is looking for, without wasting time on irrelevant suggestions.
It’s not uncommon for clients to tell us they don’t have a specific budget in mind. However, having at least an approximate idea is crucial for us to guide the search effectively. That’s why we don’t hesitate to reframe the question in a more playful way: “Would $20 per item be too much?”
If the client replies, “Oh yes, that’s too expensive,” then we know they do have a budget—just below $20 per item. That simple information greatly helps us refine our recommendations.
In Summary
The funnel process is a valuable tool that allows us not only to better understand our clients’ needs, but also to provide them with tailor-made solutions. We hope this article has been helpful—and we’d love the opportunity to work with you soon. Don’t hesitate to contact us so we can start this selection process together and find the perfect promotional product for your business!
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