Labels are part of packaging and are a continually growing segment of the printing
industry where resellers can add tremendous value. The packaging industry is generally less susceptible
to market volatility compared to many traditional printed product segments such
as business documents and general commercial printing.
Labels are everywhere!
Drive through any industrial park and you will find companies that use label products.
Go to your local supermarket, convenience store, drug or nutritional store and you
will see custom prime labels on every shelf. Custom labels are manufactured
to meet individual customer requirements and are not viewed as a commodity item.
Therefore, resellers who invest time to learn and sell labels are rewarded with
higher profit margins. Since this is custom (not a commodity) item, end users are
less likely to switch vendors to save a couple of dollars.
It’s true, selling prime labels generally will have a longer sales cycle because
the reseller must meet the requirements of:
- Marketing – whose goal is to make sure the graphics and design
elements of the label helps the product stand out from the competition.
- Manufacturing – whose main concern is with ease of application
and meeting delivery schedules. Manufacturing also wants to confirm that the product
will perform in any and all environments that the label might encounter.
Longer Sales Cycles help resellers lock out the competition
The longer sales cycle makes it more difficult for your competitor to get a foothold
in your account. You took the time to research and develop a label product that
fulfills all your customers’ requirements. This builds your value and minimizes
any reason for you customer to look for other suppliers.
In polling many resellers we find that most sell general stock stickers but don’t
sell custom prime labels. Why does this happen when this product provides excellent profit margins and orders repeat often? One reason is because many may not understand
all the questions to ask when selling this product. Many also are not familiar with
all the face-stocks, coatings and adhesives available. New Dimension Labels provides
resellers access to our label experts and we provide all the questions to ask your customer
when quoting even the most intricate label project. We then provide you with recommendations
on the most efficient manufacturing process and the best substrates and adhesives
to make sure the product you provide will exceed customer expectations. We make
is easy to sell prime labels by relieving any stress and anxiety you may have about
selling prime label products.
Selling prime labels provides the reseller sales representative with a greater opportunity
to add more value to their relationship with the client. The label sales rep must
dive deeper into the customer’s requirements to insure that the product performs
as needed. Quoting a new prime label opportunity requires that the sales rep ask
multiple questions to find out:
- How the label is applied to the product?
- What is the direction that the label needs to be on the roll?
- How is the product handled by the consumer?
- How is the product shipped/distributed to market?
- What temperature is the label subjected to?
- What are the marketing expectations for color and graphics?
- How are competitor products marketed?
- What quantity needed to help the client reduce the cost of obsolescence/waste?
- Is the product numbered or barcoded?
- Do the graphics change regionally or seasonally?
Don’t be afraid of Selling Prime Labels
Don’t let all the questions above scare you. Your responsibility as a reseller is
to find out from your customer how the product/ID label is being used; our responsibility
as your manufacturing partner is to present you with the best product options for
the application.
Don’t concede label opportunities to direct selling manufacturers. Resellers can
absolutely compete with direct selling label manufacturers on quality, delivery
and price. Nothing happens until you (our reseller) obtains the order. We are here
to support you from beginning to end and will do whatever it takes to help you obtain and service the business.
Existing Customers
Your current customers are a great place to start when selling prime labels. In
selling prime labels many times it is best to focus selling to marketing and manufacturing
departments.
Manufacturers in your area
Drive down the street of your local business park, go through the phone book or
purchase a list of manufacturers in your area. Going to a prospects website will
also tell you a lot about what products a customer manufactures and potential label
needs.
Current Product is Underperforming
This is great news for you! This means that the current supplier did not
take the time to ask all the right questions to ensure the label was manufactured
correctly. This is your chance to shine by asking the proper questions and working
with New Dimension Labels customer service to provide the best solution.
Customer/Prospect is Introducing a New Product
Each new product has its own individual requirements. Provide the best
solution, consistent quality and fair pricing and you will have a customer for life.
New Start Up Company
Startup companies are interviewing vendors to select the best label provider
for the application. Take the time to get to know what the customer wants their labels
to achieve and operational requirements. All label companies can print the product;
our job is to make sure the product meets all expectations.
Small to Midsize Companies
Many companies in today’s challenging business
environment are low on resources. You can help make their job easier by helping
create a custom label solution that meets all requirements.
- Brand Managers
- Marketing Managers
- Legal/Regulatory Managers
- Research & Development Managers
- Product Engineers
- Production/Packaging Managers
- Shipping/Warehouse Managers
- Purchasing