As one of the admins of the wildly popular Promotional Products Professionals page on Facebook, I am often called on to break up middle-school playground fights and to determine whatās an acceptable topic to post. I am amazed (and maybe I shouldnāt be) at how often the topic of āwhat to chargeā comes into play. And then thereās the fear and loathing about competition from lowballers.
Some of our best and brightest have suggested that we shouldnāt take these lowballers seriously. Theyāre hobbyists at best, and their actions have no impact on us professionals.
Lookā¦I get it. Itās very frustrating when you do all of the scut work on a project, only to have it sent out for quotes. In my time, I have designed many custom, one-of-a-kind items only to not get the orderā¦and then see it on someone elseās shelf. Sadly, itās the nature of the beast, and it can and does happen.
But (for the most part) I have managed to keep my head held high and continue to work the only way I know how: professionally. If and when I start selling based on price, Iāve lost that advantage.
If you know me at all, you know how I hate this word as it pertains to our industry, but if the end-user is too cheap to pay for professional results, why waste your time on low-end projects and customers like that? Unfortunately, thereās always someone hovering around (waitā¦thatās too high-mindedā¦letās go with ābottom-feedingā instead) waiting to make pennies.
Iāve worked too long to āgive it awayā. Even when I was starting out, I still didnāt want to make pennies. I had standards, and bills to pay. This might explain my success (or lack thereof) when I began as a struggling distributor, but I digress. I knew enough to get paid for the quality of work and services I offered.
Hereās the question: why are so many industry people willing to just āgive it awayā? Newbie car salespeople donāt do that. Freshly graduated doctors donāt underprice their diagnoses. Why should the promo peeps be different?
Iām in no position to be holier than thou: Iāve made some questionable decisions in this career, and have had to lower my profit from time to time in order to appease a good customer or an exceptional prospect. But Iāve drawn the line at just underselling for the sake of getting the order.
(Iāve been waiting for an excuse to use this lineā¦full disclosure: itās not original). If youāre doing this in order to gain exposure, let me tell you something: unless youāre a flasher, exposure is highly overrated. Okay, that may not be fully relevant, but I love the line.
But itās true: exposure doesnāt pay the rent and it canāt feed your family. Itās a transparent trick to make you believe youāre getting something in exchange for what is essentially volunteer work.
You know Iām all about professionalism. According to at least one dictionary (remember those?), a professional is āengaged in a specified activity as oneās main paid occupation rather than as a pastime.ā So hereās the thing: if youāre doing something professionally, it canāt be a hobby, and you have to get paid. You canāt just āgive it awayā.
What about working for charities? Donāt they at least deserve a discount? Letās remember this: every charity is a nonprofit, but not every nonprofit is a charity.
Stop making assumptions about how much we believe a potential client can or canāt afford. Theyāre not going to tell us so we will never know. Just because itās a nonprofit or a charity, doesnāt mean thereās no budget for promotional items. I know because organizations like Charity Navigator keep track of how much of a charityās budget goes to fundraising campaigns.
Not to name names, but letās just say that the Save The Texas Prairie Chicken Foundation does, in fact, spend more than 50% of their budget on fundraising activities. You canāt tell me that they have no money and deserve a break.
Whatās my point (a question we all wonder when reading these columns)? Not all charities are created equal. They are often huge, professional organizations with big budgets for promotional products. If thereās enough money to pay the CEO a six-figure income, thereās enough money to order some custom knitted socks.
Shameless plug? Sure. I told you I canāt afford to give it away either!
Mike Schenker, MAS, is āall thatā at Mike Schenker, Consulting, where he assists businesses entering the promotional products industry, mentors professionals, and offers association management. He is a promotional industry veteran and member of the Specialty Advertising Association of Greater New York (SAAGNY) Hall of Fame. He can be reached at mike@mikeschenker.com