In my previous post, we talked about identifying customers with label failures and asking the right questions to diagnose problems. But what happens when a customer says, “I need to guarantee these labels will perform?”
If you’re selling labels to equipment manufacturers, appliance makers or anyone producing UL-listed products, you’ll hear that question eventually. The answer is simpler than you think.
Ask a couple of questions: What is the label being applied to? Is it indoors or outdoors? How long does it need to last? Does it need a formal UL certification?
Just asking those questions makes you sound like an expert, and you can pass the answers along to your trusted label supplier to dig deeper if needed. Then lean on third-party tested and verified UL materials and partner with a UL-authorized label supplier.
What Is UL 969?
If your customer manufactures electrical equipment, appliances, industrial machinery, or any UL-listed product, chances are they need labels that meet the UL 969 standard. UL 969 is the industry benchmark for durable labels used in permanent product identification – things like nameplates, safety warnings, electrical ratings, and operating instructions.
What makes it valuable to you as a reseller is that these label constructions are third-party tested and certified by Underwriters Laboratories. The complete material combination– facestock, adhesive, ink and overlaminate – gets sent to UL, conditioned across a range of environments, and evaluated for adhesion, legibility, and resistance to fading, cracking, peeling, and delamination.
In other words, durability isn’t a promise. It’s been proven in a lab.
Why This Matters for Your Sales
When a customer has experienced label failure and needs a guaranteed solution, UL 969-certified constructions take the risk off the table. You don’t have to convince them the labels will hold up. A third party already did.
Ask your customers: “Are your products UL-listed? Do your labels carry safety or compliance information?” If the answer is yes, they likely need UL 969-approved labels, and the right trade label partner can provide them.
This is easy business for three reasons:
First, customers who need UL 969 labels aren’t price shopping. They need assurance. They’ll pay premium pricing because non-compliance isn’t an option.
Second, once you solve their problem with certified labels, they become loyal customers. They won’t risk switching to an uncertified supplier.
Third, you don’t need to become a UL expert. Your trade-only manufacturer handles the certification, testing, and compliance. Your job is simply identifying the need and connecting the customer with the right solution.
The Bottom Line
Selling durable labels doesn’t require deep technical knowledge. It requires asking the right questions, listening for pain points, and partnering with manufacturers who provide trusted solutions.
UL 969 certification transforms a technical sale into a simple one: “Your equipment is UL-listed. Your labels should be too. We can provide that.”
That’s a conversation any reseller can have – and close.
Will Prettyman is General Manager of Wise’s Labels Plant in Anderson, SC. Wise manufacturers industrial/prime labels and tags, traditional forms, and digitally printed products and services for resale only. For more information, visit www.wbf.com or email Will at [email protected].
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