When building an online store for branded merchandise, the first step is to qualify potential clients to ensure their goals and needs align with the type of services your company offers. When you're aligned from the start, you're not just setting up a store—you’re setting up a long-term, successful partnership.
Qualifying a client isn't just about deciding whether they have the financial resources to invest in a branded merchandise program. It's also about determining their preparedness to commit to the process, understanding their goals, and ensuring your services, tech, and staffing match their expectations.
Objectives
The first question to ask any prospective client is about what challenges they’re hoping the store will solve. Some common goals for branded merchandise stores might include:
Increasing brand awareness
Promoting loyalty programs
Raising funds for a cause or event
Offering employee appreciation gifts
Generating revenue
Understanding these goals will help you tailor the product mix and program structure to meet their needs. Without clear objectives, it is not possible to determine whether the program successfully supports your client. Ask questions such as:
What is the primary goal of your branded merchandise program?
Are you trying to sell merchandise, or will it be used for promotional purposes?
Who is your target audience for this merchandise?
Budget
Before moving forward with product recommendations or design work, you need to know what kind of budget the client has allocated to this project. Branded merchandise programs can vary significantly in cost depending on the types of products, quantities ordered, customization options, fulfillment models, and platforms.
Key questions to ask:
What is your overall budget for the merchandise program?
Do you have a budget range per item?
Will you need bulk order discounts or flexible pricing models?
What fees will the purchaser be responsible for, and what will your client cover?
Longevity
Finally, it’s essential to gauge the life span of the client’s program. Is this a one-time promotional event, or are they looking for an ongoing branded merchandise store that can evolve over time? Understanding their long-term vision will help you determine if this is a project worth investing in.
Questions to ask include:
Is this program meant to be a short-term campaign, or do you envision it running long-term?
How often will you need new products or designs?
Will you require seasonal or special edition merchandise?
Technical and Logistical Needs
Depending on how the online store and branded merchandise will be integrated into their overall business, the client may require and specific technical logistics solutions such as 3PL, Salesforce, Hubspot, etc integrations, Single-Sign On, or procurement punchout. It’s also crucial to understand what their end-user’s needs are for shipping and delivery to ensure you can service those needs in a scalable and profitable way.
Key technical and logistics questions include:
Do you already have an online store or platform, or will you need us to create one from scratch?
How do you envision the branded merchandise store being integrated into your current internal system?
Will you need integration with existing procurement, inventory, or fulfillment software?
Are there any specific shipping restrictions or considerations (international shipping, bulk orders, etc.)?
By asking the right questions upfront, you can ensure that you’re the right fit for the client and that the program will meet their needs. Proper qualification not only reduces the risk of misalignment but also helps in creating a successful and lasting merchandise program that benefits both the client and your business.
If you need additional guidance on qualifying clients for e-commerce programs or you want to explore what I can do for your team as your Strategic Programs Director, feel free to reach out— https://www.linkedin.com/in/sarah-marie-marketing/
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