Hello, my name is Mr. Good Supplier. Older readers will know I steal this from Mr. Goodwrench. I also have the Good Promotional Product Seal of Approval (apologies to Good Housekeeping). I am also Board Certified, I am “Approved by the Better Business People. Please look for the “Dealtor logo” to know when you buy from me - it is like buying a house from a “realtor.” This product is UL Approved, this product is certified Kosher. This insurance is endorsed by AARP. Are you getting the message that many of our choices are influenced by third parties?
If YOU are what you eat, you are what you sell.
There are hundreds of designs, certifications, fabrications and validations in scores of industries and services. Two decades ago, while chairing the PPAI Supplier committee, and then serving on the PPPAI board, I brought the concept of “supplier certification” to the table and I faced total rejection. It was not the first time (I am married) nor the last. However, persistence is my middle name. Time to talk about it again. The motivating factor this time is the growth of mega online sellers, the huge names doing trade advertising and Amazon.
It is a powerful argument to present to a buyer as to why to buy from you. Only through you can a buyer access the companies that are “Certified.” Only through you can a buyer live in comfort knowing the goods and service will comply with all safety requirements, legal requirements such as copyrights, patents etc. Only you can deliver certain quality assurances and service agreements
I am not going to spend time digging into what said supplier “Certification” consists of. That was, and still is, the problem. However, with enough creative and legal minds, the meat can go on the bones. Knowledgeable buyers knew or know of ASI. It is often used as a blanket moniker for our entire industry. That branding was well earned by ASI and, wittingly or not, it gave distributors a certain amount of credibility. What is needed is supplier credibility. My independent insurance broker shows logos of many well known insurance companies she represents. In our industry, suppliers have been kept in the closet. It is long past time to come out, develop a trusted brand, build awareness, and demand and proudly enter the distributor portfolio of trusted and certified brands he or she represents.
More than ever, it is important to let the buyer know that you are representing a “vetted supplier.” It is a company that meets certain standards and is a reputable source, but only available through promotional product distributors like you. This helps you to compete against a hodgepodge of unknown sources as well as against the urge to buy online and not from a distributor. We know you bring value added to the table, you also bring me to the table. So, I need to give you some reasons to highlight my value.
For years I have promoted the persuasive arguments or essential reasons for buying from you. There are 15 solid reasons you must put on the table from the first to the last meeting with a buyer. 
Supplier identification and selection is powerful. It affords your clients “comfort buying.” It may protect a marketing person from a career-threatening decision were they to buy on price alone from a randomly selected vendor. The fact that you are bringing them the best, that you have done due diligence and only represent “certified sources” can build loyalty.
Surely, we can put together a program to officially “certify” our suppliers and then advertise, advertise, and advertise the program to build awareness and “demand” for trusted sources. Our 3000+ suppliers will be more than an invisible force if they become a trusted brand.
Joel D. Schaffer, MAS is CEO and Founder of Soundline, LLC, the pioneering supplier to the promotional products industry of audio products. Joel has 48 years of promotional product industry experience and proudly heralds “I was a distributor.” He has been on the advisory panel of the business and marketing department of St. John’s University in New York and is a frequent speaker at Rutgers Graduate School of Business. He is an industry Advocate and has appeared before the American Bankers Association, American Marketing Association, National Premium Sales Executives, American Booksellers Association and several other major groups. He has been a management consultant to organizations such as The College Board and helped many suppliers enter this industry. He is a frequent contributor to PPB and Counselor magazines. He has facilitated over 200 classes sharing his industry knowledge nationwide. He is known for his cutting humor and enthusiasm in presenting provocative and motivating programs. He is the only person to have received both the Marvin Spike Industry Lifetime Achievement Award (2002) and PPAI’s Distinguished Service Award (2011). He is a past director of PPAI and has chaired several PPAI committees and task forces. He is a past Chair of the SAAGNY Foundation, Past President of SAAGNY and a SAAGNY Hall of Fame member. He was cited by ASI as one of the 50 most influential people in the industry.