There's only so much you can squeeze out of each cent. Remind cusomers that the value of quality products stretches far beyond the initial price tag. |
|
|
In other words, the trade show exhibitor standing forlornly in front of a lopsided banner or broken-down table, watching as potential customers stream by, is likely to regret not purchasing a quality product.
There are other reasons to buy from North American companies, say display dealers. “Even if an Asian-made display is similar in quality, there are a lot of potential problems that can make those bargains much more expensive,” says Susan Ratliff, president of Exhibit Experts of Phoenix, Arizona.
Getting replacement parts can be one obstacle, for example.
“The tradeshow industry is very deadline driven,” says Ratliff. “When people need something, they need it fast. If a part is broken, we can get a replacement part to them overnight, or even drive it to them if they’re reasonably close. You can’t do that if you’re dealing with a company that’s based overseas.”
|
Price is a powerful motivator in business, especially in the current difficult economy. But customers can be educated about the value of buying American-made products.
Products made by North American companies are backed by generous warranties and their manufacturers stock replacement parts that can be quickly shipped anywhere in the country.
“Many displays made in America will have lifetime warranties on their mechanisms,” says Susan Ratliff of Exhibit Experts. “If I need a repair, I’ll send it off and get it back free of charge.”
As you visit with customers, you can also emphasize that American products are governed by labor, environmental, and safety regulations superior to those followed in many Asian factories. |
|
|
