In 2020, personal protective equipment (PPE) made up just over a quarter of all industry sales, according to Counselor State of the Industry data. In fact, a significant number of companies gained new clients that were looking for PPE. But now that demand for PPE has fallen, it’s time to take those existing clients – and those still placing smaller orders – to the next level.

1. Check in frequently. Put the accounts on a regular prospecting list to find out how their businesses are doing and what needs they have coming up. Every day would be overkill, but aim for a couple of times a month to ask them what they have planned and remind them how you can help. Based on their company calendar, you may be able to come up with creative ideas they haven’t yet thought about as they get back to a post-pandemic routine.

2. Learn their needs. Aside from PPE, do you know what their brand identity is, or how they’ve used promo in the past? Find time for a friendly conversation to dig deep and determine who they are apart from masks and sanitizer, and come up with a promotional game plan that you can start working on together.

“Find time for a friendly conversation to dig deep and determine who they are apart from masks and sanitizer, and come up with a promotional game plan.”

3. Find solutions. Supply chain disruption and staff shortages are certainly throwing a wrench into the normal promo flow, but do your best to leverage your network to get creative and find what they need. Knowing where you can get inventory – and working long hours to source it – will pay off when you look like a rock star.

4. Communicate. Throughout the process, make sure you’re letting them know the status of the order using the method they prefer. In fact, it’s not a bad idea to over-communicate when possible. In this era of instant email confirmations, consumers want up-to-the-minute updates on their order status and shipments. In the event of a holdup (which is more than likely these days), honesty about the circumstances of the delay will be appreciated by the client, who may have an end-user they’re accountable to as well.

5. Exceed expectations. Whenever possible, under-promise and over-deliver. For instance, if you say you’ll call them back with an answer the next morning, have it for them before close-of-business that same day. Or if a shipment is due in on a certain day from the supplier, give yourself a several-day cushion so that it will arrive before expected.

“If you say you’ll call them back with an answer the next morning, have it for them before close-of-business that same day.”

6. Stay positive and patient. If your customers have bought only PPE from you so far, or have made smaller orders up to this point, collaborating on larger promo projects may be new to them. Remain positive and encouraging throughout the brainstorming and purchasing phases, and be as patient as possible as you guide them through a process with many moving parts. Hopefully, they’ll remember your professionalism and patience when all is finalized, and become a loyal customer that affords you the opportunity to get creative.

7. Show appreciation. Companies are still doing their best to recover after the pandemic, so make sure to thank them for their patronage during a tough time. Even if they continue to place small orders with you and have yet to branch out into other larger projects, it’s important to make sure they feel appreciated so that when they are ready, you’ll be their first choice.