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For its part, Ward/Kraft offers joint marketing programs as well as a plastics training packet that not only offers background information on plastic cards, but also material that helps to overcome pricing objections and more.
Street noted that it can sometimes be difficult to get distributors interested in adding plastics to their portfolios. "We really have to explain that you can make good money in it, but you have to focus on applications and benefits, and often find yourself selling to different buyers," said Street.
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