The promotional products industry is divided into specialized categories -- suppliers and distributors. There are approximately 20,000 distributors in the United States representing more than 3,500 suppliers. It is an interdependent relationship that requires companies to work together to put the completed product in the hands of a buyer.

A company desiring promotional products works directly with a distributor. The distributor is a sales and consulting specialist that can help you develop ideas for using a promotional product, then direct you to items that meet your specific needs and budget. In addition, the distributor can recommend imprinting and packaging options to enhance the effectiveness of your message.

The advantage to you as a client is that the distributor has access to many suppliers and can provide you with the greatest range of options in price, materials, colors and other considerations. Also, the distributor acts as your liaison with the supplier to ensure that logos and artwork meet necessary imprinting requirements and that the products are delivered by a specified date.

The supplier is a company that manufactures, imports or converts a particular product for its end-use. Suppliers depend on distributors to be the sales force for their particular product line.

When working with a distributor, keep in mind that they can turn to different suppliers to try to get a better price, a wider range of colors or a higher quality material. Don't be afraid to ask your representative to search for similar items that better suit your budget or individual needs. In addition, the per-item cost of most products decreases as the quantity increases. Ask your representative about quantity price-breaks (if it's an item you'll be using again, stocking up could be cost-effective). If your needs are smaller, have your sales representative look for a manufacturer who accepts lower quantity orders.

By being specific about your goals and desires when talking with your distributor, you greatly increase the chance they'll be able to find the item you need at the price you want.