How to Boost Your Badge and Credential Sales
The promotional products industry has always been competitive. However, with more than 6,200 promotional products businesses registered in the U.S., and online retailers more prevalent and accessible than ever, the market is downright crowded.
For distributors seeking growth in 2025 and beyond, it’s not enough to offer the same old catalog as everyone else; you need a smart, strategic approach. In this post, we’ll highlight three ways distributors can stand out in a crowded field and sell more.
1. Identify Niche Markets
Selling to everyone may seem like the safest move, but it rarely gets the results you’re after. In a saturated space, generalists get drowned out. Instead, focus on niche markets where demand for credentials is steady and competition is lower. Think about the industries you already know well, then narrow your scope from there.
Here are some niches where badges and accessories are essential:
K12 School Districts
Security is at the top of every school district’s priority list. According to the National Center for Education Statistics, about 97% of schools require visitors to sign in or wear badges while on campus. That number drops drastically when looking at the percentage of students required to wear badges (15% for high school, 14% for middle school, and 6% for elementary school).
How to win them over: Schools need print products to keep their students safe. This presents a steady, high-volume opportunity for custom visitor badges, color-coded staff IDs, and breakaway lanyards that match school branding. Bonus: Most schools reorder regularly and often need help organizing bulk buys across multiple campuses.
Private Clubs and HOA Communities
While the local country club may not be your first thought when it comes to credential sales, golf clubs, yacht clubs, tennis communities and gated HOA communities all need visual IDs, vehicle parking passes, guest cards and member badges to access the premises.
How to win them over: Many of these private communities want products that look and feel premium, even if the order volume is smaller than in other niche areas. This is the perfect opportunity to showcase high-end materials, eco-friendly products, and creative shapes and designs. Club customers also prioritize responsive service, opening the door to long-term relationships and reorders.
Event Staffing Companies
Agencies that supply temporary staff for conferences, concerts, trade shows and events operate under constant deadline pressure. Each of these events requires some sort of identification, from print-on-site badges to RFID-enabled wristbands. These buyers need fast turnaround, flexibility and clear guidance on the right product for their event or conference.
How to win them over: To earn the trust of event producers and nab a long-term repeat customer, help them avoid issues, get the products they need on time and on budget, and offer flexibility.
2. Offer Fast, Flexible Customization
In a world filled with “sorry, your order’s been delayed” and “we only offer that in one color,” speed and options set you apart.
According to a 2024 report by PPAI, customization is a key driver in the promotional products industry. Customization and personalization are among the top trends influencing new product offerings. Distributors and suppliers are focusing on providing tailored solutions to meet specific client needs.
The same study also indicates that eco-friendly products are driving growth for distributors. Offering a wide variety of customizable products, including sustainable options is becoming essential to meet client demands and stay competitive in the market.
To make the most of your customers’ desire for personalization:
- Highlight customization capabilities. Emphasize the ability to tailor products to specific needs, including options they may not have considered, like unique shapes and materials.
- Promote eco-friendly products. Offer sustainable materials and highlight their environmental benefits and alignment with overall consumer demand for greener products.
To highlight your flexibility and customer experience expertise:
- Work with a reliable U.S.-based supplier. Supply-chain disruptions can be inescapable, but working with a domestic partner helps you avoid long delays, unclear timelines and poor communication. It also makes it easier to offer fast reorders, real-time support and flexible solutions when a client needs change last minute.
- Make it easy for clients to get what they need. Whether they’re ordering for one event or fifty locations, your job is to remove friction. Offer clear product recommendations, guide them through customization choices and keep communication fast and simple. A smooth process builds trust and keeps clients coming back.
3. Sell Like a Consultant
Most distributors and their clients have access to the same or similar products. Anyone can go on Amazon and order a case of personalized pens, totes or pop sockets. But you’re not just selling products; you’re solving problems.
In a crowded market, that distinction matters.
According to Salesforce’s “State of the Connected Customer” report, 80% of customers say the experience a company provides is as important as its products. That includes how well you understand their needs, how responsive you are and whether you help them make better decisions.
If you can offer outstanding products with a flawless experience, you’ll stand out in any market.
To sell like a consultant:
- Get curious. Don’t just take down orders. Ask what items are being used for, how long it needs to last or how it will be used. This helps you understand and recommend the right (or better) products for the job.
- Bundle recommendations. Speaking of recommendations, don’t just quote the price of a badge. Include a few compatible accessories like clips, reels or holders based on the use case.
- Be an educator. Customers are looking to you for expertise. They may not know what they need until you explain their options and show them the possibilities.
Acting as a consultant rather than just a sales rep takes additional effort up front, but it leads to stronger relationships and better retention. In an industry built on trust, that’s what keeps your business growing even in a crowded space.
You’re Only as Good As Your Team
A bonus tip for distributors looking to stand out in a crowded market: Choose your partners wisely.
You can build a strong client base, find your niche and sell like a consultant, but if you rely on an untrustworthy supply partner, all your hard work will come crashing down. Missed deadlines, inconsistent quality or lack of support don’t just hurt one order, they damage your reputation.
Look for suppliers who act like an extension of your team. They are responsive, reliable and ready to help you win repeat business. The right partner doesn’t just fill orders — they help you deliver a great experience for your customers every time.