Short Story, Big Picture: Year Review – Audit Your Buyers
We are now in the 4th Quarter! I don’t mean to scare you, but rather excite you to action for a strong finish to 2025 and to plan for 2026. This is the time of year, audits, where we start to look back at what we did to make sure the next year is just as strong, if not better! We have all been through an audit in some shape or form; however, when was the last time you audited your buyers?
Today’s Short Story is a piece to help you achieve your long-term goals, aka the Big Picture.
This process is exactly the kind of proactive thinking that separates order takers from true solution providers in the promo industry.
Here are three actionable audits a Promotional Products Distributor can do to better understand buyers’ needs and prepare for a stronger year ahead:
Review Past Orders for Patterns and Gaps
Look for repeat purchases: Which products or categories did your buyers consistently order? That shows their go-to comfort zone.
Identify gaps: Did they focus heavily on apparel but skip tech, drinkware, or sustainable products? That may signal areas to suggest next year.
Spot seasonal trends: Did they order heavy in Q2 for summer events or spike in Q4 for gifting? Use that to predict timing.
Evaluate Engagement vs. ROI Conversations
Go beyond the purchase order and ask what actually worked. Were there campaigns where products drove strong participation, retention, or new leads?
Compare quantity ordered vs. quantity used (leftovers can signal misalignment).
Use this insight to pitch higher-impact solutions (e.g., “Instead of 1,000 low-cost giveaways, try 500 premium items that align with your sustainability message.”).
Audit Buyer Habits & Preferences
Communication style: Did they respond faster to email, calls, or in-person meetings?
Buying cadence: Did they place last-minute rush orders or plan months in advance?
Budget behavior: Did they under-spend or max out budgets? Were they more price-sensitive this year than last?
Documenting these behaviors helps you meet them where they are—whether that’s building a planning calendar for proactive buyers or offering curated quick-ship options for reactive ones.
Put all this together in a simple Buyer Report Card (great idea, right? Click to download a FREE template). It positions you as a consultative partner and sets the stage for a more strategic conversation going into the new year.