Writing off the Cheap Talk
6) Know Where Competitors Cut Costs
As points three through five express, knowing as much as you can about your own products is vital in overcoming commodity pricing; however, knowing about your competitors' manufacturing choices can be just as important. "Education is key—and understanding what the differences are in quality and how that impacts value," said Margit Fawbush, communications manager for BIC Advertising & Promotional Products, Clearwater, Fla. She highlighted a number of areas where other suppliers will typically try and cut cost, such as roller-ball quality, retraction mechanism durability and imprint standards. Fleming noted other elements to check, including the grade of any plastic or metal used in the body, the amount and quality of the ink, and the overall weight of the pen (with some plastic pens, a lighter weight can indicate a mold adjusted to use less plastic, resulting in a weaker body).