That doesn’t mean smaller organizations can’t do the same. In many cases, they’re actually more agile. But it does require a conscious shift from reacting to requests to shaping them. There’s a misconception that elevating the conversation means making things more complex. In practice, the opposite is often true. Clarity tends to simplify decisions. When the objective is well-defined, the range of viable solutions narrows. The conversation becomes more focused. The rationale becomes easier to communicate internally, both for the distributor and the client. Greater Expectations If the market wasn’t asking for more, none of this would be necessary, of course. But the demands are clear. As more organizations experience what a well-structured, strategically guided merch program looks like, the baseline shifts. “Good enough” becomes easier to spot and easier to move away from. Elevating the conversation doesn’t require a complete overhaul, though. It starts with small, consistent changes: • Pause before presenting the usual products. • Ask one more question than feels necessary. • Clarify the outcome before suggesting the solution. Over time, those habits compound. Clients begin to expect a different kind of engagement. Internal teams align around clearer objectives. The catalog doesn’t change. The thinking does. Where This Is Headed If the industry is moving toward more intentional, higher-impact merch – and all signs suggest it must – then the differentiator won’t be access to products. It will be the ability to guide the conversation that leads to them. That’s where value is being created. And for distributors looking to grow, the takeaway is straightforward: Elevating merch starts well before the product is chosen. It starts with how you talk about it. Linn is senior manager of community and strategic partnerships at PPAI. With over 4 decades of experience, let our team at Kudzu bring our exceptional experience to keep your clients happy and fulfill their custom product needs. We provide quality custom products to make lasting impressions. No set up fees Quick turnaround SAGE# 52696 kudzu-ink.com | 1-800-622-9131 | KZI.Sales@kudzu-ink.com PPAI • JUNE 2026 • 29 Your Business | Voices
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