Can you really program clients to choose you? How many of the people in your market, who need the products and services you offer, can you pre-program to go directly to you, without considering any other options? Or perhaps more telling, let’s look at the flip side. How many people in your market can’t buy from you right now, because they don’t even know you’re alive? Just a few of them? Or a lot?

You know, it’s not their job to find you, right? It’s your job to find them. And if you’re really good at what you do — better than your competition — then you owe it to the best prospects in your market to let them know you exist and you want to help… and to get them programmed to choose you first.

Right now, people in your market are actively looking for the solutions you provide.

Maybe they haven’t identified someone they plan to use. Perhaps they did identify someone, but they’re not happy with their current vendor. Or maybe they just need a fresh start, some new ideas, something better or different, or just another set of eyes to look at their situation more clearly and recommend better solutions for them.

In any case, the people who need your solutions the most can’t get them from you, if they don’t know you exist.

So first, you must make that happen. I refer to this as creating Entry-Level Awareness, and it’s the bare-bones minimum level of awareness you must create before someone can even consider buying from you.

But, of course, just knowing you exist isn’t enough. After that happens, they need to know why they should choose you over every other option available to them. I call this Comfort-Level Awareness, and you need to achieve this next, because no one will spend even a red cent with you until they feel comfortable and confident enough in you to do so.

Then, if you do a good job for them the first time, they might come back a second time. If you do a good job the second time, they might come back again. And if you continue to do a good job for them, you might eventually achieve Top of Mind Awareness with them. That’s the level of awareness at which they default to you, every single time they’re in need of the products and services you offer. You essentially get them programmed to the point where they don’t even consider other options.

Don’t believe you can program clients? Well, just think about who has you programmed.

Do you have a family doctor you’ve been seeing for years? A grocery store you buy from each month? Do you have a search engine you use consistently? What about all the purchases you make every single month on auto-pilot for utilities like oil, gas, electric, telephone and internet. Do you even think about these purchases anymore? Probably not. Because you’re already programmed.

Now. Who have you programmed YOUR prospects buy from? You? Someone else? Or have you not yet programmed your prospects at all?

Are you sensing any opportunity here?

When you achieve Top-of-Mind awareness with the very best prospects for the products and services you offer, you dominate your market. And as we discussed in previous episodes, leaders always dominate, while followers are left fighting for the scraps.

The bottom line is that you can’t program clients by accident.

You can’t just cross your fingers and hope it will happen organically to your business instead of someone else’s. It won’t. So rather than just waiting and hoping that it will happen, why not go to to schedule a call with us today and start making it happen?

Tired of flat or declining sales and losing business to your competitors? Then go to and book an appointment for a complimentary strategy session today.

We set aside some time over the next few days to speak with you personally, and help you get crystal clear on three things:

  • First, identifying exactly the market you want to dominate.
  • Second, looking at where you are now vs. where you want to be in terms of visibility, sales and profits and
  • Third, examining the next simple steps to make it happen.

Remember, market domination is not about control. It’s about creating an environment in which the very best prospects for your products and services know who you are, and know what you do, so they can choose to do business with you instead of your competitors. If you’re happy with the status quo, this is definitely not for you, but if you’re serious about creating top of mind awareness and dominating your market, go to and schedule your appointment today. That’s

Are you finally ready to grow your business?

If so, check out the five primary ways we help promotional product distributors grow:

  1. Just Getting Started? If you (or someone on your team) is just getting started in promotional products sales, learn how we can help.
  2. Need Clients Now? If you’re already grounded in the essentials of promotional product sales and just need to get clients now, click here.
  3. Want EQP/Preferential Pricing? Are you an established industry veteran doing a significant volume of sales? If so, click here to get End Quantity Pricing from many of the top supplier lines in the promo industry.
  4. Time to Hire Salespeople? If you want to grow your promo sales by hiring others, click here.
  5. Ready to Dominate Your Market? If you’re serious about creating top-of-mind-awareness with the very best prospects in your market, schedule a one-on-one Strategy Session here.

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