Preparing for the Surge:

Inspired by a deep-dive conversation with Steve Levschuk, CEO of Talbot Promo, Canada

In a recent, deeply engaging conversation with my longtime client, friend, and colleague Steve Levschuk, CEO of Talbot Promo in Canada, we explored the current state of the promotional products industry. It was one of those rare dialogues; raw, insightful, and genuinely thought-provoking. The takeaway? What we’re facing right now may feel like a storm, but it’s more like the calm before a massive economic shift.

If you've been in this business long enough, you recognize the signs. Clients are hesitant. Budgets are tight. Decisions are delayed. The phones aren’t ringing as much. Sound familiar?

It should,  because we’ve been here before.

During COVID, our industry took a massive hit. Business came to a screeching halt. But when the dust began to settle, we didn’t just bounce back; we surged. The backlog of projects, the pent-up demand, and the urgency to reconnect with customers and employees was overwhelming. And those who were ready saw their pipelines explode.

That same pattern is forming again.

While global unrest, economic uncertainty, and cautious spending have caused a temporary lull, history, and insight suggest that a surge is coming. We may not know when: next month, next quarter, or even next year — but we can bet on this: when it breaks, it’s going to break fast. And the companies, reps, and teams who are prepared will be the ones who win big.

So how do we prepare? What should you be doing right now, in the thick of this industry slowdown, to ensure you’re not caught flat-footed when demand returns?

Here are ten powerful strategies, inspired by my conversation with Steve, which will help you position yourself and your business for a rapid, explosive rebound:

1. Stay Top-of-Mind Without Selling

Clients remember those who were helpful when times were tough. Reach out, not to pitch, but to check in, share ideas, and remind them you’re here when they’re ready.

Pro tip: Send them a clever sample or a branded “idea book” with curated campaign suggestions tailored to their industry.

2. Segment and Clean Your List

Don’t wait until the rush begins to figure out who your best prospects are. Segment your list by vertical, spend potential, and engagement. Have it ready.

Pro tip: Add notes, tags, or scores to your CRM so you can launch micro-targeted campaigns instantly.

3. Build Ready-to-Launch Campaign Kits

Create templated campaigns with product ideas, suggested messaging, and pricing. These kits should be plug-and-play the moment your client says “go.”

Pro tip: Think themed campaigns, like onboarding kits, safety initiatives, retention programs, or eco-campaign

4. Reinvest in Your Online Presence

Clients are silently researching long before they reach out. Ensure your digital presence website, social, case studies which reflect credibility, creativity, and results.

5. Strengthening Vendor Relationships

When demand returns, suppliers may be flooded, if history repeats itself. Build your alliances now. Know who can kit, drop ship, personalize, and move fast.

6. Educate and Upskill Your Team

This is the perfect time to learn. From AI to creative packaging, vertical selling to ROI-based solutions — use this downtime to sharpen your edge.

Pro tip: Create a “Learning Lab”,  a weekly 30-minute training focused on one new idea, tool, or strategy.

7. Start Thought Leadership Now

Your clients and prospects need direction. Be the voice of confidence and insight. Post, write, and speak about solutions not problems.

Pro tip: Share relevant stats, creative campaign ideas, or client success stories with your network weekly.

8. Audit Your Messaging

Are you still leading with price or product? Now’s the time to shift your messaging to value, strategy, and impact, because that’s what decision-makers crave.

9. Create a Fast Action Sales Plan

Don’t wait to strategize once the surge starts. Draft a 30-60-90-day tactical plan, outreach cadence, email scripts, bundles, and event triggers

Pro tip: Consider using a program like Merch Pilot, to achieve maximum success.

10. Plant Seeds with Dormant Clients

Reignite old relationships. Sometimes the biggest opportunities come from accounts you’ve forgotten about.

Pro tip: Reconnect by sharing a case study of how a similar client solved a problem with your help.

Final Thoughts

Steve said something in our conversation that really stuck with me:

“It’s not about predicting when the business will come back; it’s about being ready when it does.”

Exactly.

The worst thing we can do right now is coast or wait. This industry rewards the prepared. The lull is temporary. The rebound is inevitable. And when the storm passes, you want to be the one with a full tank, a sharp plan, and your foot on the gas.

So… what’s your plan?

Are you waiting for the opportunity, or building the door to walk through it?

Until next month, continued good selling - CQ.