Offering Something Special to Your Customers

Stephen L. Capper, along with his wife, Nora, and their daughters, Jami and Toni, owns and operates A-1 Awards, Inc. in Indianapolis. He has been associated with the awards and recognition industry for over 45 years, and has given numerous seminars since 1979.

Most shops work on “just in time delivery,” which works the vast majority of the time. The good is that dependable suppliers’ delivery has helped our businesses keep the clients we have satisfied. On the other hand, it has kept us dependent on what the suppliers develop for our offering instead of using our creativity to come up with unique and creative concepts to help many of our clients grow and be dependent on our abilities to help them.

If we don’t create an offering that is special and unique then our clients are more apt to shop common products for the best price. It is so easy to keep doing the same old thing because it has made us a living. But think of what you might be able to do with just a few additions or corrections—it might just be time to adjust to the marketplace or to lead the marketplace in your area.

—Stephen L. Capper, A-1 Awards