In the signage industry competition is rife and often the only thing keeping us competitive is the efficiency of our business and the quality of the prints we produce.
Knowing how important quality is to our survival, one is forced to wonder why it is that business owners don't listen to sales pitches more critically.
There was recently an incident where a client was once again bamboozled by a suave sales pitch. Running a successful dye sublimation operation and having recently invested in an expensive top of the range set up from recognized experts in the industry, he allowed himself to be convinced that the recommended paper from the distributor was a money making racket and he could get the same results from a far cheaper source. His "bargain basement" paper has melted to the heating drum of his heat press and his business has ground to a halt.
The sad part is that this is not an isolated incident. We are approached daily by people who have been battling with cheap knock-off papers and inks and are astonished at the results when they use the tried and tested genuine article. One needs to remember that recognized distributors and manufacturers do not stay in business by ripping off their clients, and if you need to pay a slight premium for the research and development that has gone into their products it is well worth it in the long run. just ask the guy who, thanks to cheap paper and a smooth sales pitch, is not only losing production at one of the most critical periods of the year but also suddenly finds himself the proud owner of a very expensive paperweight.
There will always be a smooth, suave young man trying to convince us that his inks and papers are every bit as good, at a fraction of the price, as the quality products from recognized manufacturers. They fall back on the age-old stalwart of sales people everywhere that indeed, they come from the same factory and the cost is saved on the lack of branding. Why would a manufacturer sell his own product from the back door of his factory at a dirt cheap rate not only making a loss but also risking his reputation?
Of course when you buy these inks and the colours don't exactly match the last batch, or fade after three months and congeal after spending anything longer than twenty-eight minutes in the container, you will at least have the peace of mind knowing that your cheap "high quality" product comes from a "recognized" manufacturer. The pitch tends to echo a bit as a nondescript puff of smoke erupts from your constipated print heads, signifying thousands of dollars worth of damage.
Who hasn't heard the one that goes, "No sir, there are only two or three major manufacturers of paper in the world.. Ultimately they all comes from the same place. The absence of branding is the only reason I am able to offer you this paper at 20% of the normal cost, the quality is identical!" It is not unusual for investment in one of these "bargains" to be followed shortly by a poster of a flamboyant red Ferrari "chick magnet", systematically fading to "moffie mauve", the mutation complete just in time for presentation to your client.
In bargain hunting one needs to bear in mind that your business is your livelihood and ultimately your life! You'll pardon me if when I go bungee chord shopping, I go with the more expensive recognized brand rather than the unbranded one that "comes from the same place" at 20 or 30% of the price and no guarantees!
I hear Ferrari are going to start racing in next year's Grand Prix season on nameless retreads because the Bridgestones are just too expensive. Apparently they come from the same factory and are as safe, effective and durable although not supported by the manufacturer in any way.
Makes sense, when put like that!!!
Published with thanks to Nashakele of South Africa
www.nashakele.co.za
and our African partners, Sign Africa
www.signafrica.co.za
