Some topics never really go away. Like “the wave” in a stadium, an issue comes around… there is a lot of standing up, screaming, arm waving, then it passes by just as quickly as it came. The topic making the rounds is the current challenge to the longstanding supplier-distributor relationship model our industry is accustomed to.
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At some point in history, paper memorandums were circulated around offices and included “carbon copy” (CC) at the bottom for someone who received the actual carbon copy of the information. For a larger audience—and when copiers were invented—the CC field could include a number of names. The recipient of the memo knew who else had received the memo. It kept the information flow streamlined as there was no guesswork of who had received or not received the memo.
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We all have our breaking points in our personal and business lives. A supplier recently did get mad at me and was not controlled in responding. The experience got me thinking about different approaches to handling business situations.
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I’ve covered many topics through the years and this one is perhaps the most frightening. It threatens our livelihoods and puts a bright spotlight on the Consumer Products Safety Improvement Act (CPSIA). Increasing awareness for product safety and CPSIA regulations is a good thing. Our industry needs to better understand what it takes to be in compliance with these regulations, but this story is outright scary.
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My last few blogs have focused on changing communication strategies, lack of innovation and ongoing challenges in our industry. This time, let’s pause a moment to talk about a communication aspect of our industry that really does work.
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Marketing has changed. If we don’t embrace emerging trends, we as distributors and suppliers will miss the opportunity to distinguish our businesses from competitors.
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With today’s tough economy and overall tighter company budgets, it’s no wonder your clients are becoming more demanding and wanting more from you in a shorter turnaround time. With so many balls in the air, and only two hands to catch them all, working with a smart supplier who can truly be a partner to you will make a world of difference.
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Even as a commodity, what we sell is a branding and awareness-building staple. It’s fascinating to me that those who degrade our industry with fervor STILL use these products.
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Our industry has been much maligned. We may dislike it, but the proven effective branding strategies we offer have been devalued in many ways. We’ve embraced terms like swag and tchotchkes, because the terms are so commonly used. It may be argued this contributes to the image of our industry as trinkets and trash.
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If you want better answers, ask better questions. It is impossible to serve your clients and create value for them unless you have a thorough understanding of their organization.
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