--- title: 5 Signs You Should Engage in Custom Awards description: Selling custom awards can mitigate a range of challenges facing promotional products salespeople, including competitive and budgetary pressures. image: https://info.brucefox.com/hubfs/Blog1Image.jpg --- [![Custom Awards & Branded Displayable Products](https://info.brucefox.com/hubfs/Brucefoxapril2016_Theme/Images/logo-1.png)](http://brucefox.com/) Custom Awards & Branded Displayable Products [Interested in a career at Bruce Fox?](http://brucefox.com/careers) - [Home](http://brucefox.com/) - About - [Who We Are](http://brucefox.com/who-we-are/) - [The Bruce Fox Story](http://brucefox.com/about-2/bruce-fox-story/) - [Did You Know?](http://brucefox.com/about-2/faq/) - [What We Do](http://brucefox.com/why-bruce-fox/what/) - [What We Make](http://brucefox.com/our-capabilities/product-applications/) - [Support Services](http://brucefox.com/our-capabilities/support-services/) - Products - Bruce Fox Custom - [Bruce Fox Portfolio (Interactive)](http://fliphtml5.com/jmiqz/wwnl) - [Bruce Fox Portfolio (PDF)](https://brucefox.com/custom-awards-portfolio/) - DYR Stock Solutions - [2019 DYR Collection](https://dyr.brucefox.com/) - [ESP Product Search](http://mydyr.com/) - [2019 DYR Catalog (PDF)](https://brucefox.com/dyr-catalog-pdf/) - [DYR Catalog (Interactive)](http://online.fliphtml5.com/jmiqz/qmxk/) - [The Drinkwell](https://brucefox.com/new-drinkwell/) - [The Box](https://brucefox.com/box/) - [Signage & Lobby Art](https://brucefox.com/signage-lobby-art/) - Distributor Tools - [Why Bruce Fox? 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There are few companies that are capable of offering custom awards, and far fewer than can do them *well*.   ## 2. **RFPs Are A Race To The Bottom** If the term RFP already makes your stomach churn worse than a roller coaster ride, then have a Maalox and move ahead to #3.  RFPs may be unavoidable, but bear in mind the low bid will always either win or disrupt.  Answer the RFP, but **add a unique proposition beyond the scope of what’s requested**. If you are willing to think outside the bid and show creativity and initiative, you have a chance to be heard above the noise.  Let others circle the drain while you demonstrate how something that has been created for (and with) your customers delivers real value.   ## 3. **Guard Yourself Against The Silent Killer** A budget ***cut*** is an unavoidable illness.  Everyone in sales has suffered through it.  They can prove lethal if left untreated, but most victims will recover and compensate soon enough.  Budget ***migration,*** on the other hand, is the silent killer—a chronic and invisible disease that siphons dollars to competing categories.  (Quick gut-check:  How do you feel about gift card programs?)  If you hear “budget cut,” make sure it’s not just a diversion as your customer slow-walks you to the door.  **Re-direct wandering budgets back to you** by offering lasting, iconic, custom solutions. **[*Cost is one of the common misconceptions about custom awards. Read the rest here!*](https://info.brucefox.com/blog/5-common-misconceptions-about-custom-awards)**   ## 4. **You Add No Value Without Relevancy** I understand brand loyalty—I’m a Coke vs. Pepsi guy all day long (literally.)  But when it comes to airlines, I can’t say I have any loyalty.  To me, when competitors offer the same service, the same experience, the same quality, all at the same approximate price, then the brand is irrelevant. And you might be the best buggy whip manufacturer around, but who cares?  Irrelevant. Does any of this even mildly describe your business?  How many competing distributors are in your market?  Are they calling on your customers?  If you’re just standing in line, waiting for your turn to present the same stuff others before you (and after you) have, then you are irrelevant.  If you are not continuously innovating, then you are irrelevant.  So **show ‘em something so new it hasn’t been invented yet**.  That’s relevant. [![How To Define Your Value Beyond Price](https://no-cache.hubspot.com/cta/default/2055431/dde32ff0-3c07-43ab-b22a-0219844726fd.png)](https://cta-redirect.hubspot.com/cta/redirect/2055431/dde32ff0-3c07-43ab-b22a-0219844726fd)   **5. Focus On Right Versus Right Now** In our business, we ask distributors to do something that is oftentimes uncomfortable for them.  We ask them to stop ([Collaborate and Listen.](https://youtu.be/rog8ou-ZepE?t=24s)) and ask how the products and services your customer is seeking are being used.  **The question “WHY?” is powerful**, and will lead you to the client’s true objectives.  With those objectives identified, you can generate better solutions.  Slow down and find what’s right for your customer.    ## It's Time to Stand Out As salespeople, our task is to find a way to stand out from the masses.  Anyone can make noise, but finding a voice that advocates the customer’s objectives will differentiate you.  And customers will listen.  After all, if you’re not heard, you’re just part of the herd. ***For more, read this Bain & Company article about the trend toward customization:*** [http://www.bain.com/publications/articles/making-it-personal-rules-for-success-in-product-customization.aspx](http://www.bain.com/publications/articles/making-it-personal-rules-for-success-in-product-customization.aspx)     [![Request Our Printed Portfolio](https://no-cache.hubspot.com/cta/default/2055431/33aa1b46-d445-41ff-8808-819979af6aa7.png)](https://cta-redirect.hubspot.com/cta/redirect/2055431/33aa1b46-d445-41ff-8808-819979af6aa7)   ***![IMG_4240-1.jpg](https://info.brucefox.com/hs-fs/hubfs/IMG_4240-1.jpg?width=141&name=IMG_4240-1.jpg "IMG_4240-1.jpg")Dave Miller*** *is VP of Sales & Marketing at **Bruce Fox, Inc.** and a professional writer by virtue of the fact his company is paying him to write this blog.  He has been with Bruce Fox since 1990, which somehow sounds more palatable than 26 years.  If he’s wearing socks, they are probably coordinated to his mood, not his attire.  The goal of his blog is to “edu-tain” (educate + entertain) promotional products distributors, with a focus on custom work.  Dave finds it very awkward to write about himself in the third person.* Tags: [Challenges faced by distributors](https://info.brucefox.com/blog/topic/challenges-faced-by-distributors) ### Subscribe to Email Updates ### Recent Posts ### Posts by Topic - [Sales tools for distributors (114)](https://info.brucefox.com/blog/topic/sales-tools-for-distributors) - [Challenges faced by distributors (66)](https://info.brucefox.com/blog/topic/challenges-faced-by-distributors) - [Benefits for the distributor (64)](https://info.brucefox.com/blog/topic/benefits-for-the-distributor) - [Benefits for the end clients (60)](https://info.brucefox.com/blog/topic/benefits-for-the-end-clients) - [Bruce Fox (34)](https://info.brucefox.com/blog/topic/bruce-fox) - [Challenges faced by companies (20)](https://info.brucefox.com/blog/topic/challenges-faced-by-companies) - [Objections posed by distributors (10)](https://info.brucefox.com/blog/topic/objections-posed-by-distributors) see all - [Home](http://brucefox.com/) - [About](https://brucefox.com/who-we-are/) - [Products](https://brucefox.com/products/) - [Bruce Fox Portfolio](https://brucefox.com/custom-awards-portfolio/) - [Who Needs Recognition?](http://brucefox.com/why-bruce-fox/who/) - [Connect With Us](http://brucefox.com/become-a-distributor/) - [Contact Us](http://brucefox.com/contact-us/) - [Distributor Tools](https://brucefox.com/distributor-tools/) [![Custom Awards & Branded Displayable Products](https://info.brucefox.com/hubfs/Brucefoxapril2016_Theme/Images/logo-secondary.png)](http://brucefox.com/) Custom Awards & Branded Displayable Products Copyright © 2015 Bruce Fox. 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