How do I judge a trophy shop’s dependence on school and sports associations?

Trophy work tends to cluster around seasons, banquets and tournaments. Look at monthly sales across several years, and check whether the same groups return each season. A shop with many small orders spread through the year is steadier than one that relies on a handful of big ones. Ask whether the shop quotes by phone, email or an online form, since the channel affects how easily a new owner can pick up the same work.

Ask how those big accounts buy. Some groups invite quotes, some use a standing supplier and some simply call the person they know. Find out whether any contract or agreement exists, and when it is next reviewed. Volunteers change, and a new coach or committee can change suppliers overnight.

Ask who holds the contacts. If the owner coaches a team or sits on a committee, those links may not follow the shop. Talk about pricing too: customers who are sensitive to price may move to online sellers. Check how much work is repeat engraving and how much one-off. A joint introduction to the largest accounts, arranged by the seller, shows how loyal they are. Also look at how the shop handles rush orders. Groups often call close to an event, and a shop that copes well earns loyalty, while one that struggles may lose the account without a word.

Key takeaways

• Group sales by customer type and look at the spread over several seasons.
• Ask how each large group chooses its supplier.
• Find out which links belong to the owner personally.