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5. Avoid The Commodity Sale
Along with your customers not really being into it, there is another great reason to avoid selling stock caps: You can push yourself into a difficult-to-win price war. Karlicek explained that by using stock caps (or even worse, stock caps with visible supplier labels or easily researched pricing), you're making it that much easier for your customer to look up pricing online, letting them either hammer away at your margin or find a cheap vendor entirely. "By selling a custom, blind label concept, [you] are creating a unique item (higher perceived value), that is hard to bid out, and positioning [yourself] as a market-leader, instead of an order-taker."
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- Companies:
- Headwear USA
- S&S Activewear
Michael Cornnell
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