{"id":648,"date":"2023-05-09T14:56:23","date_gmt":"2023-05-09T13:56:23","guid":{"rendered":"https:\/\/www.gointernational.co.uk\/blog\/?p=648"},"modified":"2025-03-18T14:00:01","modified_gmt":"2025-03-18T14:00:01","slug":"dont-buy-what-you-want-buy-what-you-need","status":"publish","type":"post","link":"https:\/\/www.gointernational.co.uk\/blog\/dont-buy-what-you-want-buy-what-you-need\/","title":{"rendered":"Don’t buy what you want… Buy what you need!!"},"content":{"rendered":"
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There\u2019s an abundance of choice, and sometimes confusion when it comes down to who you buy your balloons and party products<\/a> from, and it\u2019s exactly the same for your customers. If you\u2019re unable to have a compelling reason as to why they should choose you, the chances are they\u2019ll go for the cheapest option, and it\u2019s another sale to our good friends at Card Factory, or indeed Janice down the road, happy to support the black economy, and make a little extra on the side (sorry Janice)!  So what\u2019s your compelling reason for your prospective customer to give you their hard earned cash? Why are you their \u201cGo To\u201d supplier of choice? And even if you know the answer, does your customer?<\/p>\n\n\n\n

Our industry has become mega competitive, and over saturated. A significant contributory factor was the sudden surge of new balloon businesses that emerged during the pandemic. Our industry presented a unique opportunity for many individuals to thrive, after all, how hard can it be to sell a balloon right? But as normality returned, it also exposed that sustainable success requires much more than just being in the right place at the right time. All of a sudden, Janice no longer knew what to do to sell all the balloons she had purchased, and Facebook groups and eBay became awash with \u201cclosing down sale\u201d balloon stock (sorry Janice)!<\/p>\n\n\n\n

But my concern now is that I\u2019m seeing many good businesses, including those with great potential, either looking to call it a day, or struggling to survive. The dream of running a successful, profitable balloon business is unfortunately proving elusive for many, and that\u2019s a shame.<\/p>\n\n\n\n

At GO International<\/a>, it\u2019s never been about being just another wholesaler, playing follow the follower. The past 35 years have proven this, and if I\u2019m not mistaken, we now have the accolade of The Balloon Wholesaler that has survived for the longest period of time, and still led by its original founder! (God, I\u2019m getting old!!). All these young whippersnappers, (an old person\u2019s term meaning a young person who is over confident, and shows no respect towards others, especially older people) keep popping up!

But here\u2019s the thing, I never want our company to be classed as just another wholesaler, but rather be seen as a \u201cTrusted Advisor\u201d. A title I am comfortable owing, and can quantify, and claim to have earned over the decades.<\/p>\n\n\n\n

So based on an email I received just half an hour ago, that\u2019s forced me away from Bank Holiday Monday Coronation Street, I\u2019m going to ask you to please take a long hard look at your business, and realise that right now, it\u2019s so important that you buy what you NEED and not what you WANT. As a business, you have to become committed to your long-term success, even if it means that we as your wholesaler<\/a>\u2026I mean \u201cTrusted Advisor\u201d, don\u2019t sell you as much in the short term.<\/p>\n\n\n\n

We recognise that introducing unnecessary new colours, or products<\/a> will not serve you well right now. I\u2019ve seen enough retailers, and decorators with almost full jars, or bags of balloons, because a customer wanted 5, and they didn\u2019t want to lose the sale, and are now sitting on the remaining 95, hoping that one day, they will come in handy, maybe as sand-weights! Focus on selling what you have, and more importantly providing guidance and advice, and becoming the expert your customers are looking for. I\u2019m confident that with some creative thought, and maybe some double stuffing, you already have the colour you and your customer need in the hundreds of bags, or jars of balloons that you have already invested in. <\/p>\n\n\n\n

Thank you for your continued support, and we look forward to working with you towards a better and more sustainable future for our industry.<\/p>\n\n\n

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<\/p>\n","protected":false},"excerpt":{"rendered":"

There\u2019s an abundance of choice, and sometimes confusion when it comes down to who you buy your balloons and party products from, and it\u2019s exactly the same for your customers. If you\u2019re unable to have a compelling reason as to why they should choose you, the chances are they\u2019ll go for the cheapest option, and it\u2019s […]<\/p>\n","protected":false},"author":2,"featured_media":818,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[46],"tags":[44,9,43,42,45],"class_list":["post-648","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-balloon-and-party-business-advice-industry-news","tag-balloon-training","tag-balloons","tag-foil-balloons","tag-wholesale","tag-wholesale-balloons"],"yoast_head":"\nDon't buy what you want... 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