When tank cars that have been leased or need repair return to a train manufacturing plant in Illinois, a simple 5 1/2 x 10-inch tag stands between employees and potentially toxic cars. "It's a critically important, life-dependent application," says Jim Fitzgerald, president of Service Forms and Graphics. His Darien, Ill.-based distributorship sells these safety tags, plus shipping and warning tags, to the train manufacturer.
The safety department orders three levels of 13 pt., colored clay-coated safety tags to indicate the level of noxious fumes, such as nitrogen, present in the tanks. The levels, from least to greatest degree of risk, are caution (yellow tags), warning (white) and danger (pink).
An inspector at the company tests cars, then selects the appropriate tags to warn anyone entering the tank cars about gases. The inspector writes the prior tank contents, test results, date and his or her name on the 2-part tags: One part is filled in company records, while the second part--the tag--is wire-clipped to the handle of the entrance on the tanks cars.
Fitzgerald sells the train manufacturer approximately 70,000 safety tags annually. "It's an old-fashioned forms product, but it's unique," he says. "The tags look basically the same as when I sold them 20 years ago, but they're a product that will probably be around for a while." Fitzgerald cautions distributors from viewing tags like other long-time forms products: "If you think tags are a part of the overall diminishing forms market, you could be missing an opportunity."
8 Tips on Selling Tags
1. Sell the safety side. With an increased national awareness about safety, warning and safety tags may experience heightened sales. Fitzgerald compares the color-coded tags he sells to the U.S. Department of Homeland Security's color-coded threat advisory. While these tags admittedly aim for security on a much smaller scale, they nonetheless provide important protection. Consider tag applications that enforce safety, such as tagging of medical samples, hazardous materials drums, scientific experiments and more.
2. Know printing equipment details. When offering thermal transfer tags, manufacturers in the document industry rely on distributors to know the makes and models of end users' thermal transfer printers. Manufacturers need details about the equipment to make informed decisions about die cutting and other features.
3. Provide extra products and maintenance. If you're selling printheads or ribbons to complement your thermal transfer tag sales, consider providing maintenance of those items as a value-added service. Show clients proper cleaning procedures and make scheduled checks at their sites.
4. Understand the life cycle. To ensure a customer isn't leaving out important details about its tag application, visit its facility to see how the tag is used from start to finish. Know the answers to these questions: What's the tag's purpose? Will it be subjected to grease, oil, dirt or other substances? Does the tag require a reinforced hole? Will it be attached with wire or string or some other method? What's the tag's life cycle? Will it be used indoors or outdoors? Must it withstand extreme temperatures? How many locations will it be shipped to? Will it need a bar code or number?
5. Target the right people. Purchasing managers aren't always the best contacts for tag sales. Depending on the end user, your best contact could work in inventory control, shipping and receiving, or sales.
6. Get testy. Thorough testing is an essential ingredient of successful tag applications. Even if the customer doesn't complain about a tag problem, a competitor may notice one and take the account.
7. Get hip with tag lingo. Distributors who have a complete understanding of tag lexicon are able to communicate better with tag manufacturers.
8. Add value. When selling tags, offer printers and ribbons as well. Learn about printer makes and models and offer equipment maintenance and training. If your company doesn't have the resources to provide such products and services, team up with a manufacturer.
