Most of you in the recognition business have probably seen your business model change as you have adapted to additional markets and extended what you sell. Not only are awards companies offering awards, but they have added signage, badges, banners, gifts, promotional products, silver products, art glass, memorial castings, wearables—this is only the beginning.
If you don’t expand your product line to include a wide variety, then your competition will, and that could spell disaster for some.
If you don’t offer what the buyer wants, someone else will fill that need, and they might even offer what you are selling that client. Your clients want one-stop shopping instead of having multiple vendors, but they want to have confidence that they will receive their order on time and at a fair market price.
If you can do this and continue to be a full-service vendor, then you will succeed beyond your wildest dreams. Servicing clients is the most important attribute any retailer can do to build and grow your business. Product and price are important and both need to be kept in check, but never forget service.
—Stephen Capper, A-1 Awards