In the promotional products world, the pace is relentless – deadlines are tight, clients are demanding, and product options are endless. And yet, the leading distributors don’t just survive in this environment – they thrive. The best of the best land major accounts, deliver flawlessly and keep growing without losing their edge.

So, what are they doing differently?

Let’s take a closer look at what sets PPAI 100 distributors apart. Here are eight habits that help them stay on top – and how you can put them to work in your own business, no matter your size.

1. They Prioritize Speed And Accuracy – Every Time

In this industry, being fast gets you noticed, but being accurate earns trust. The leading distributors nail both. They’ve built systems that minimize mistakes and keep orders flowing – think rock-solid digital checklists, airtight proofing processes and deep trust with their supplier partners. It’s not about working harder – it’s about working smarter.

2. They Own The Client Experience

Your client isn’t just buying a water bottle – they’re buying peace of mind. The best in the business know this. They communicate proactively, offer creative ideas and always stay a step ahead.

Make it easy for your clients to look good and they’ll keep coming back.

3. They Treat Supplier Relationships Like Gold

Great distributors don’t just place orders, they build real partnerships. They know their reps personally, and that rapport often translates into priority service, quicker turnarounds or early access to new products. In a pinch, those relationships can be the difference between a missed deadline and a rave review.

4. They Make The Quote-to-Order Process Seamless

Leaders in our industry don’t fumble through email chains or juggle 10 open tabs. They’ve invested in tools – whether it’s commonsku, PDX or PromoStandards integrations or custom-built templates – that make quoting, proofing and approvals smooth and fast. The easier you make it to say yes, the faster you close.

5. They Leverage Kitting And Custom Packaging

PPAI 100 distributors aren’t just putting logos on pens. They’re creating unboxing moments and brand experiences. Kitting, bundling and custom packaging not only add perceived value but also increase margins. Think beyond the product to the full impact.

6. Leading Distributors Know Trends And Act Early

Whether it’s sustainability, retail- style design or emerging tech, the most aggressive distributors have their fingers on the pulse.

They’re reading every edition of PPAI Newslink on Tuesdays and Thursdays. They’re watching what’s hot on TikTok and staying plugged in to supplier updates. This positions them as consultants, not just vendors.

7. They Automate The Repetitive Stuff

Follow-up on emails, reorder alerts, delivery tracking – there’s no need to do it all manually. Smart distributors lean on automation tools like Zapier or Monday.com to stay efficient and error-free. Less time on admin tasks means more time for strategy and sales.

8. They Think Long-Term And Don’t Chase One-Off Sales

Savvy sellers aren’t chasing the one-time deal. They’re cultivating client relationships that pay off year after year. They know what’s coming on the client’s calendar and show up early with ideas. It’s not just about this project – it’s about becoming a trusted partner.

9. Bottom Line

Promo is fast, competitive and constantly evolving. But the strategies used by PPAI 100 distributors aren’t out of reach.

With the right mindset, tools and relationships, any distributor – big or small – can level up and grow a business that’s built to last.

Linn is the distributor sales manager at PPAI

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