The promo industry is most successful when suppliers and distributors work together in the midst of significant change, like tech advancements, consolidation and intensifying customer expectations.

That’s the message from Katie Kailik, national account manager at Peerless Umbrella (asi/76730), who recently offered her top tips for both parties to work seamlessly and efficiently to best serve end-buyers.

“We are truly one team,” says Kailik in a Quick Hit video on the ASI Learning Network. “We are best as partners – the strongest, most successful relationships that I’ve seen are the ones that really embrace suppliers and distributors working together with a common goal.”

Here are five takeaways from the interview with Kailik.

1. Suppliers and distributors succeed most when they operate as one team.
   The strongest partnerships reject an adversarial mindset and instead embrace shared goals, mutual respect and collaboration.
2. Suppliers are essential product experts, not just order-takers.
   Suppliers’ role is to educate, guide and elevate distributors by matching the right products and solutions with specific end-buyer needs.
3. Great partnerships are dynamic, transparent and non-transactional.
   Success comes from honest communication, realistic expectations and a willingness to invest time beyond individual projects.
4. Asking better, bigger-picture questions builds stronger alignment.
   Understanding each other’s strategies, goals, markets and value propositions enables more meaningful support and long-term growth.
5. Industry change is inevitable, and embracing it is essential.
   AI, technology, consolidation and shifting channels may cause friction, but they also present opportunities to redefine value and improve efficiency.