Commercial promotional items, what is the role of the Sales Director at AHK?

David, Sales Director

I have four main roles. The first is to define a sales strategy for AHK Productions to contribute to revenue growth in the promotional item market, by coordinating and monitoring daily commercial activities and some more strategic activities during the fiscal year.
Another function is the analysis of the promotional items market segments, understanding development opportunities to prepare actions within the commercial role.
A third role is to promote AHK Productions as a manufacturer of custom promotional items through trade shows, and especially through road shows over the past three years. The goal of these is to increase our visibility, but in a somewhat different way than traditional channels; we reach out to distributors, making the contact closer.
Finally, my fourth role is as a team unifier; it’s a kind of leadership role, aiming to motivate the team as much as possible on a daily basis. Creating a pleasant environment and encouraging innovation is essential, and I emphasize a participative approach with frequent idea exchange.

How is the commercial team structured, and how is the workspace organized?

The AHK sales division is located on the building’s upper floor. We have five salespeople responsible for the French market, and a commercial advisor handling export markets. The salespeople have identical roles and responsibilities, with predefined geographic sectors. The sales role is evolving.
Now we emphasize the term "commercial advisor." Today, we want to provide advice to clients, get to know them, understand them, and listen to them more than just selling a product. We aim to personalize our service increasingly. AHK is known, even recognized, for its ability to adapt to the specific demands of professionals in our market. We always strive to satisfy clients beyond product/price/delivery.
Today, our goal is to offer advice to clients, understand them, rather than simply selling them something.

What is the current market dynamic for promotional items?

I believe that the promotional items market is experiencing a certain stagnation. There are, of course, always new products, but they generally enjoy short-lived success... The faster demand rises for a product, the quicker it declines.
Overall, we are witnessing a deflationary market trend and increasing customer account volatility due to digital channel growth and greater access to various global markets for promotional item professionals. This is why AHK supports its resellers with customized technical support and relevant marketing and digital tools.

The role of a salesperson today and tomorrow—how will it evolve and why? What new tools and skills will emerge?

Today, more than ever, we need to actively seek out clients and leads rather than just waiting for them. This means being able to accurately identify their profile in advance and understanding why to approach one account over another, involving precise analysis of needs and target profiles. We sometimes act as a “business psychologist,” I would say; clients need to be listened to, not only regarding their business challenges but also their internal development projects.
Some internal skills must evolve and can be brought in by new profiles.
Our salespeople have embraced new tools like CRM and Cloud systems, gradually developing new routines and practices. Today’s salesperson will use digital channels more (social media, collaborative tools...), multiplying touchpoints that require greater agility.

Hervé,
Sales Advisor

We start by analyzing the client’s project, including their visual or logo if present, and checking its technical feasibility. The next step is preparing the commercial offer, and in some cases, our designers create a mockup. Then comes order tracking, with the completion of the BAT, production, delivery, etc. The chain is long! In commercial terms, we are usually at the beginning of this chain.

What types of requests are there? The most classic? The most imaginative?

The beauty of our work at AHK in product creation is that it ranges from simple custom badges and custom magnets to highly complex custom resin figurines.

The types of projects are extremely varied, from keychains to custom medals to microfiber promotional items, webcam covers, customizable bandanas, lanyards; it’s the range of promotional items that keeps things interesting. Every day, we discover new clients and their unique needs. Beyond all our references, we must be able to provide a service; this is our priority. For this, it’s essential to be attentive with some clients and always stay responsive.

How far can the concept of customization go?

Customized objects mean everything from A to Z. Some clients think they can only have catalog products, whereas we can create the shape, colors, materials; we can do almost anything! For example, for an object for bikers, I suggest PVC keychains instead of metal and recommend a cord attachment to avoid scratching the bike. We go all the way with advice—it's essential to target our reseller while also understanding what their client wants.

Marie, Sales Advisor

What qualities are necessary to support clients in creating custom objects?

For me, it's all about listening and advising the client. Because they are resellers and have access to such a vast range of promotional goodies, they can’t know everything. We guide the distributor so they can best meet their client's demands. Defining and identifying the final client's needs are essential! How is a project, an order, handled? We discuss needs, costs, and a detailed specification…

I enjoy working to ensure the satisfaction and loyalty of all our clients!

Karen,
Sales Advisor

How do you manage the technical feasibility verification process and work with clients to find the best quality/price ratio?

Developing a project for a client also means verifying technical feasibility, activating a full range of complementary services. We work in partnership with the client to find the best quality/price ratio, guiding them toward materials for customized items that suit both their project and that of the final client.

AHK Design Studio will then inform us about what is technically achievable and what might appeal to the client aesthetically.

What does the role of a sales representative in a promotional products company involve?

Maxime, Sales Advisor
Promotional items are often an afterthought, so we need to respond to client requests as precisely as possible, and on short notice. Personally, I offer many customized promotional items that aren't on our price lists.

Finding and proposing the best solution, the best material for customizing promotional items, or the best finish… this is very interesting. My goal is to meet clients’ needs: budget, time, and quality.

What qualities should a promotional products salesperson have?

Victor,
Sales Advisor

Listening and patience are essential qualities. You also need to be a good psychologist, adapting to different people. Listening helps us understand what the request will entail. For some clients, price is key; for others, it's service. By listening, we can meet their expectations and those of their clients.

Philippe, Designer for Sales Service

Can you explain how your collaboration with sales advisors works?

Of course. Our collaboration is close and essential. Sales advisors have direct client contact and gather their needs and ideas. That’s where I come in. They pass this information on to me, and I turn it into mockups. We work closely to ensure that the client’s vision comes to life.

How do you approach creating mockups to ensure they meet clients' needs?

Philippe: The key is understanding. I work to fully understand the client’s needs and expectations, then use my design expertise to create a mockup that reflects these elements. Constant communication with the sales advisors and clients is essential for this.

Jérémy, Business Developer

Can you explain your role in business development at AHK and how it benefits our clients?

As a business developer, I seek new business opportunities for AHK, constantly looking for partnerships, potential markets, and ways to grow our company. How does this benefit our clients? The more we grow, the more choices, quality, and value we can offer them. I strive to find solutions that directly meet their needs and contribute to their success.

Can you share a recent success in business development that benefited one of our clients?

Learn more about the AHK team:
Pro promo items with our logistics and finance team
Customized promotional articles with our integrated design studio