How To Select the Right Supplier for Promotional Products

By Jim Hollis

Choosing the right supplier is an important decision for any distributor selling promotional products. In the promo industry supply chain, suppliers are businesses that inventory and sometimes manufacture promotional products. When your customer orders promo from you, you order the physical products from a supplier. Their reliability and quality directly impact your product offerings and can either enhance or harm your reputation. Let’s explore essential steps to ensure you partner with the best supplier for you and your customers’ needs.

Define Your Needs

Before searching for a supplier, decide what attributes are most important to your business. Defining your needs will help you narrow down potential suppliers and ensure they can meet your specific requirements. Consider factors such as:

Product types and variety – Are you looking for products that serve a specific market? Do you want to sell a specific type of product? Or, do you want to remove limitations and sell just about anything to anyone? Answering these questions will help you know what to look for in a supplier.
Minimum and maximum order quantities – Are you fulfilling large bulk orders or smaller ones? Some suppliers fill small orders while others will not.
Customization capabilities – How much customization do you need? Are you looking for just a logo, or will you need variable information like name, department, etc.? Do you need color matching? Many suppliers offer products in basic colors, and you can add a logo. However, if you want to offer customers more specific items, you’ll need to work with suppliers that have vast customization capabilities or even design custom products.
Delivery timelines – How quickly do you expect or want to receive an order? A supplier shipping from overseas will take longer than a supplier that manufactures products in the U.S.

Research Potential Suppliers

Once you know what you need, start researching potential suppliers. Use industry resources like ASI’s ESP+ which provides a comprehensive database of suppliers along with detailed information. Look for:

Supplier ratings – ESP+ has a 5-star system, so it’s easy to tell at a glance how distributors feel about a supplier; you can also dive deeper into the rating to see specifically how the supplier rates in quality, communication, delivery, problem resolution and imprinting. Additionally, you can filter product search results by supplier rating to view only the best-rated suppliers.
Product offerings – Do you need a supplier who offers a variety of products or specializes in a niche market? Look for suppliers with products that match what your clients need.
Customer reviews, testimonials and references – ESP+ contains reviews and independent distributor references so you can see what your peers’ experiences were with a given supplier.
Rush time – Make sure you know what suppliers can deliver in a short time frame so you can still fulfill rush orders.
Decorating methods – Your customers may want a certain look or have a logo that looks better with a particular imprint method. Research suppliers to know what types of imprinting they offer.
FOB/shipping points – Know where products are shipping from to help create an expected timeline for your customer.

Evaluate Quality and Reliability

Quality and reliability are non-negotiable when selecting a supplier. Request samples to assess product quality firsthand. Consider placing a trial order to test their reliability and the consistency of their product quality. Evaluate aspects such as:

Product finish and durability – Remember, the better the quality, the longer a promo item is kept and the more impressions it will collect.
Accuracy of customization – Is the logo crisp and clear? Do the colors match the branding? Your customers will rely on you to get a product that represents their brand.
Packaging quality – If an item is being given away, the presentation matters. Make sure it looks professional, because cheap packaging will impact the end-user’s opinion of the promo, no matter how high-quality the item is.
Punctuality of delivery schedules – You need orders consistently delivered on time and within the promised timeline.

Consider Pricing and Terms

Understanding pricing structures is key to managing your budget and expectations. Compare the pricing of different suppliers for the same or similar products to ensure you’re getting competitive rates. Also, read the fine print regarding:

Payment terms and conditions
Return policies and guarantees
Discounts for bulk orders
Long-term contract requirements

Build Relationships

Building a strong relationship with your supplier can lead to better prices, priority service, inside information on new products and trends, and more closed sales. Engage with your suppliers beyond mere transactions:

Schedule regular meetings or calls to discuss performance and potential improvements.
Provide feedback and listen to their suggestions.
Attend industry events or visit their production facilities if possible.
Ask them to attend any sales calls you have with the potential for a big order. The supplier’s product knowledge can help you close the deal.

Conclusion

Selecting the right supplier is more than just finding the lowest price or the quickest delivery times. It involves a comprehensive evaluation of their capability to meet your specific needs, their reliability and the quality of their products. By taking the time to thoroughly vet potential suppliers and building strong partnerships, you ensure a stable supply chain that contributes to the success and growth of your business in the promotional products industry.

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