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Investing In Quality At the lower end of the market, however, many dealers report an erosion of revenue to Asian-based companies. “When customers shop my showroom these days, I often get a glimpse of the other brochures and literature they have in their hands,” says Byhre. “These days, it’s almost always something they’ve printed off of the Internet, often from someone working out of a garage who imports products from abroad.” Finding a bargain is a priority for many customers, especially in the current economy. That’s why the task of educating your customers has never been more important. |
Visit with them about their reasons for buying a display and how long they intend to use it. Help them see that a larger initial investment is likely to cost them less money in the long run and—even more important—help them present a professional image of their company.
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At each tradeshow, they will likely have just a few brief moments to make a positive impression on potential clients. An attractive and well-made display unit is essential. In the future, Asian companies are likely to have a tougher time pricing their merchandise at rock-bottom prices, thanks to the rising costs of transportation and the declining value of the dollar, which makes imports more expensive. With low cost less of a factor, display dealers who provide quality and service can win sales even in a challenging market. Lori Erickson is a freelance writer who lives in Iowa City, Iowa.
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