Some companies that specialize in print and then add promo have trouble getting the word out. The problem, in some cases, is that distributors are waiting for the customer to ask. Sure, it happens all the time where a customer might say, “Do you do pens, too?” and you’re off to the races.

But, Katie Katterhenry, client growth manager for Branded By Woods (asi/98123), explained that companies should instead use their knowledge of the promotional products and print worlds to offer a client a solution before they know there’s a need.

“That’s where the growth really happened,” she said. “Now we’re at the point where we’re looking for ideas for our customers before they have the request. When we’re out looking at options, we’re like, ‘Oh, this would be great for so-and-so,’ and then we put together a presentation and send it to them and say, ‘Hey, we saw this and thought of you.’”

In this episode of Convergence Corner, Katterhenry explains how Branded By Woods grew into a print and promotional one-stop shop, and how companies that do their homework to understand the full gamut of products available to customers are better positioned to land business by taking a consultative approach rather than simply taking orders.