As an awards and engraving type business, you need to look at other things your customers may be wanting. Personalization is a big part of that—being able to not only give your customers a nice product, but a product that speaks to them. You’re not only selling plaques and awards, but you’re also selling memories. This creates a much greater value to your customer.
For example, say you’re selling a plaque for $10. You can add a name to that plaque and sell it for an extra $2.50. Now try adding a full-color picture like a team photo. Now you’re not only selling that plaque for $10, you can sell it for $20. It’s the same kind of work you were doing before, but it’s more about diversivying and having sublimation in your arsenal, so to speak.
—Aaron Montgomery, Coastal Business Supplies