The last thing you need is advice, so here is the last thing: Tariff-driven price increases are never welcome—but they’re here. You probably don’t need more advice, but here are a few last things to consider.
Above all, be open, transparent, and empathetic with your clients. Even if a product is still available, the increased cost may put it out of reach for some. That’s where your guidance becomes essential.
In our industry, we rely heavily on what I call “distant marketing”—websites, company stores, and buyers who prefer to avoid in-person contact. But when faced with significant price changes or product shortages, those who work face-to-face or over the phone have a real advantage.
Turn a Problem Into an Opportunity
For key accounts, a personal call or face-to-face meeting can make all the difference. These interactions offer the chance to transform a challenge into a collaborative solution.
Your website should address the issue directly. Add a banner inviting clients and prospects to work with you on maintaining their budgets and finding fresh product solutions.
Practical Tips You Can Act On:
Create a “Tariffs & Branded Products” FAQ section that addresses common concerns.
Use an icon to spotlight American-made products on SAGE,ASI etc..
Curate a Zoom-style catalog of American-made items using data and tools from ASI, SAGE, and Distributor Central.
Evaluate your pricing strategy. Can you absorb part of the increase? If your margins are strong (30%+), consider offering relief where possible. Most company stores operate on margins between 18% and 25%.
Celebrate “Buy American Day”
Send a card or letter to recognize Buy American Day on July 2 and the upcoming Independence Day. While I won’t pitch Soundline’s July 4th greeting cards here (even though they’re great), I will remind you to thank your clients—often and sincerely. Express your appreciation for their partnership and loyalty, and reaffirm your commitment to delivering exceptional products and service.
You might even consider switching from holiday cards to Thanksgiving cards—a unique and heartfelt way to stand out.
What to Say About the Price Increase
Here’s sample language you can adapt:
Due to recent changes in international trade policy and newly imposed tariffs on key materials, our costs have increased significantly. We’ve absorbed these rising costs for as long as possible, but to maintain the quality and service you expect, a modest increase is now necessary. We’re here to help you find alternative products or strategies if needed.
A Final Thought
I may have said this before (forgive me, I’m the senior member of our writing team), but there’s an old insight from the Chinese language that fits here:
The word “crisis” is often said to combine two characters—danger and opportunity.
While that’s not a literal translation, the idea still holds: in every disruption lies the chance to do something smarter, more creative, and more valuable. That’s why you earn your margins. Approach this situation as both a challenge and an opportunity—and you’ll not only survive but thrive.
Don’t Let Tariffs Limit You
Instead, use them as a springboard to discover budget-friendly, tariff-free, high-impact products that elevate your brand.
This is where smart strategy meets bold creativity.
Happy Selling.
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.