Today’s blog, we feature a conversation that I (Charles Liu) had with Mary Aguirre (one of our creative directors). In the latest episode of Promo Playbook by Cubic Promote Podcast (You can listen to the Promo Playbook Podcast here). Mary has mastered the art of building client relationships. Mary’s approach to customer service goes beyond the transactional nature of business – it delves into creating genuine connections that foster trust, loyalty, and mutual success through her experiences working with Aussie customers in delivering promotional merchandising and custom uniforms to exact specifications. Mary has developed a unique perspective on what makes client relationships thrive. Do you want to learn how we achieve such success in creating powerful relationships with our clients? Read on:
Insights
One of the most potent insights Mary shared was her experience working with meaningful promotional product projects. She mentioned how a local women’s Shelter charity resonated with her on a personal level. This charity became one of her all-time favourite clients. (2Connect is the name of the charity.)
  
Charles, on the other hand, highlighted a particularly moving case where he assisted another charity. This charity was created by parents who had lost their young son to a traffic accident. The charity focused on raising awareness for road safety through promotional merchandise. This example illustrates how promotional products can serve a greater purpose beyond mere marketing, raising funds for social causes.
Buy Custom merchandise made for Raising Money by following the link.
Mary’s ability to connect with clients on a deeper level, understanding the emotional weight and significance behind their projects, allows her to deliver exceptional service that aligns with their mission and values.
Importance of Charm
Charm is not what you think. Let me explain. During the podcast, the conversation took an interesting turn. The concept of “charm” arose in relation to client interactions. Mary explained that charm isn’t about being slick or manipulative – it’s about bringing energy and authenticity to every conversation. She says it nicely.
“I don’t sound like a creep, I sound like me,”
This authenticity resonates with clients who can sense when someone is genuinely interested in helping rather than just selling. Mary’s approach involves listening without interrupting, knowing when to offer a well-timed compliment, and adapting her energy to match the client’s mood. If they ‘re in good spirits, she matches their enthusiasm; if they’re stressed, she becomes a calming presence. This emotional intelligence creates an environment where clients feel understood and supported.
Do Not Prepare for What You Are About to Say!
Mary emphasised the importance of deep listening as a cornerstone of effective client relationships. Rather than mentally preparing her following response while a client is speaking (a common habit many of us fall into), she focuses entirely on understanding their needs, even those they haven’t explicitly articulated.
“Know your Client (Research)”
This approach is complemented by doing background research before calls, which helps create more meaningful conversations. When faced with sceptical clients, Mary doesn’t become defensive or pushy. Instead, she gets curious, asking questions like “What’s holding you back?” or “What would give you peace of mind?” This shifts the dynamic from confrontation to collaboration, allowing resistance to dissolve as clients feel heard rather than sold to naturally.
The conversation also ventured into some of the more unusual client requests Mary has encountered, including custom stress balls shaped like potatoes with the message “Don’t be a couch potato” and branded tomato sauce bottles proclaiming “We have the secret sauce.” These examples demonstrate how promotional products can be playful, regardless of the seriousness of your industry. Making your brand memorable and having a personality is what merchandising is about. Mary’s willingness to embrace these creative challenges demonstrates her flexibility and customer-centric approach – qualities that have made her an invaluable asset to our team and to the clients she serves with such dedication and care.
Want to speak with Me, Mary or anyone of our other Creative Directors for your next conference, tradeshow or employee uniform kitting? Call us 1300858288. Our business is an Award winning supplier of printed-apparel like printed tee-shirts, custom logo hoodies and personalised merchandise. Our success lies in not selling, but using our Experience and Expertise in guiding Aussie organisations to great value products. Try us out!
Listen to the Cubic Promote Podcast on Apple
Listen to the Cubic Promote Podcast on Spotify
Author
Charles Liu
Charles Liu is the Founder and a recognised authority in the promotional products industry in Australia. With over 17 years of experience, he has guided Cubic Promote to work with over 10,000 Australian organisations. His specialty is helping Aussie companies select the right products that stay within their budget. He also specialises in sourcing and assisting brands and government agencies in selecting corporate gifts for VIPs and high-profile clients. A regular contributor to industry blogs, Charles shares his expert insights on using promotional products to achieve business goals. Charles’s deep understanding of industry trends and strong supplier relationships make him a trusted figure in the sector, continually influencing the development of promotional product strategies that deliver tangible, measurable results.
