Times of ups and downs are exactly why companies need to find ways to separate themselves from the rest of the pack.
Retzer said Western States one-ups the competition with its staff.
"We have a well-trained sales force that works one-to-one with customers to provide label and envelope solutions," he commented. "Our sales reps work with the sales reps and customer service personnel of our customers to help them find the right product for every application. We continually bring new ideas to printers and distributors with the goal of helping to improve their clients' business. In labels, that translates to better packaging, point of purchase or advertising options. It also gives us the opportunity to help the distributor provide the highly technical solution. Distributors appreciate working with us on specialty projects."