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Do You Have ID?

The top 10 tips to selling badges and lanyards—straight from the pros

October 2011 By Nichole Stella
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Lanyards and badges are taken for granted. Whether for work or school ID, gym memberships or trade show name tags, they're all too often an afterthought for end-buyers. As a distributor, however, badges and lanyards can be the keys to your success. Consistent orders and reorders can make these pieces an attractive part of your product lineup.

Promo Marketing spoke to three suppliers well-versed in badge and lanyard sales: Eric Johnson, MAS, vice president of sales and development for Halls & Company, Brooklyn Park, Minn.; Shane Lemay, national sales manager for PromoVision Palomino, Memphis, Tenn. and Big Badge USA, Lititz, Pa.; and Megan Ludlow, marketing manager, SnugZ USA, Salt Lake City, Utah. Here are their top 10 tips to kick-start your badge and lanyard sales.

1. Give Them What They Want
Eric Johnson: Clients today want a full-color, high-resolution image to better portray their logo and image yet, they want this at an economical price point to fit into their current budget constraints. This has led to an investment in better digital print equipment … the simple sublimated logo generally won't do it for more knowledgeable and demanding end-buyers.

2. Know Who Is Buying
Megan Ludlow: The health care industry, government agencies and schools are all very popular markets. Schools did see a bit of an increase over the years with security getting tighter.

3. Consider Cost
hane Lemay: Because of cost, vinyl holders with paper inserts seem to be the most common badge option. However, lanyards are still custom printed more often than not and mostly with a simple one-color silkscreen.

4. Timing Is Everything
J: For badges that are personalized the whole year is relatively stable. For nonpersonalized badges fall is typically the busier time when companies are hiring seasonal staff for the holidays.

5. Put The Product In Their Hands
L: Definitely show samples. Give them something they can feel and that shows the quality and color.



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