In the world of promotional products, far too many toss around terms that sound great, but rarely have any real substance to back them up. Some of the words and phrases that come to mind are:
Turn-key solution (my personal favorite)
Unfortunately, through experiences, we learn that these words are meaningless marketing terms designed to do little more than create a false sense of ownership. It’s time to accept buzzwords words and phrases that are worthless to evaluate partners. Instead, make your evaluation much easier by realizing there are two types of partners in the world: those that are involved, and those that are invested.
Pass the buck – either internally or externally – when something goes wrong
Speak in vague generalities
Simply respond to communications and inquiries
Create a wildly inconsistent experience for their clients
Express happiness for your business
Display ownership of the entire process
Are both direct and candid
Deliver a dependable experience for clients
Seek to solve problems before they happen
Express gratitude and seek to build a mutually beneficial relationship
There are many excellent distributors, suppliers, and service providers in our shared industry. As such, the question you should ask is simple: do you want to work with the ones who are involved, or do you want to create relationships with ones who are invested?
Choosing to partner with distributors, suppliers, and service providers who are invested in forming relationships will lead to a dramatically higher positive experience all involved – not the least of which is the end-user client.
When it comes to involvement or investment, there really is no choice.