Chris Lafelice

By Misty Byers Pair the right card to the right application to make the most of card sales knowing what card products are available is good strategy—knowing how to match the product to the application wins the game. The key, said Paul Edwards, president of FormStore, Fenton, Mo., is knowing what questions to ask to determine the right product. "Very few distributors know what those are, but those who do can eliminate most of their competition," he said. Chris Lafelice, an account representative at Shamrock Graphics, a Westlake, Ohio-based distributorship, agrees. She remembered a client who was looking for a plastic ID card. "That was all they wanted—plastic,"