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Feature Story
On Display

North American dealers offer experience, personal attention and long-standing professional relationships -- all are competitive advantages in the display industry.

That sort of exemplary customer care is likely to lead to repeat sales and happy customers. Your goal should be to sell to a client not just once, but time after time, and that means selling them superior products backed by good service.

When visiting with your clients, emphasize that they are buying your expertise as well as a product. A lower-priced display unit has one advantage: it’s not going to cost them as much money. But with a higher-quality alternative comes your technical knowledge, your years of experience in the industry, and your ability to provide help if there’s a problem. These can all tip the balance in favor of an American-made product.

“We’re very careful to only offer products that meet our standards for durability and quality,” says Cartmell. “Without those standards, a display unit is not going to last, and the next time a customer purchases one, they’re not going to come back to us.”
Solid Reputations

Asian-made products are plentiful and cheap, but dealing with an overseas vendor can bring unforeseen difficulties.

It’s often impossible to tell how long such companies have been in business or what sort of reputation they have. Ordering and communications may be difficult, and the distance needed to ship products can result in lengthy delays and hassles.

“With American companies, I can build up a personal relationship that often lasts for years,” says Susan Ratliff of Exhibit Experts. “I know who to call if I have a problem. That means I can give better service to my own customers.”