360º: Radius Display Products

Asia Calling

When customers visiting the showroom of Milwaukee-based Advanced Designs inquire about buying a low-cost, Asian-made display, owner Chris Byhre is happy to show them a floor sample: a flimsy set-up that poses a clear contrast to the sturdy, attractive displays elsewhere on the sales floor.

“I tell customers that it has a five-minute warranty, which starts when I begin talking to them,” says Byhre.

Not surprisingly, his customers get the message. While many Asian companies sell an array of inexpensive display products, their quality proves the old adage about getting what you pay for.

“When a client buys a trade show display, it’s their opportunity to present their company to thousands of potential clients,” says Byhre. “I remind them that a poorly built display doesn’t convey the message they want to send.”

Herb Cartmell, who has more than 27 years as an independent distributor of display systems, most recently with American Image Displays of Redmond, Washington, uses an outdoors metaphor to explain the importance of buying well-made products.

With hard deadlines and a waiting audience, last-minute changes or emergencies can be difficult when dealing with companies overseas.

“Exhibiting is like camping: you need to take everything with you that you’re going to need for the duration of the trip,” he says. “If something breaks en route, you’re in trouble.”

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.

Backed By Service
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.”

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.”

Investing In Quality
How much business do foreign firms take away from North American companies? At the higher-end of the market, say industry insiders, probably not very much. A company with a substantial budget and an image to uphold is unlikely to cut corners on its tradeshow displays.

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.

When your customer only has one chance to make an impression at a show, it's imperative that they have attractive, well-made products.

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.

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Apples And Oranges

From a distance, two displays may seem nearly identical. But come a bit closer and important differences emerge. Instead of being made of heavy-grade metal, Asian-made products are often made of plastic.

Or if they are constructed of metal or fiberglass, the material is usually thinner than in a typical American- or Canadian-made product. Many items are single-use displays that copy the design of better-made products manufactured in the United States.

“Often the printing is quite good,” says Herb Cartmell. “It’s usually the mechanical parts, like the retractors on banner stands that are cheaply made and will cause trouble.”

That lack of structural integrity is going to be more and more obvious every time the display is taken down and set up again. And when a client is far away from home at a tradeshow, even a simple repair can be a major headache.

Value You Pay For

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.

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.”