June '15

For the Business of Apparel Decorating

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Page 102 of 122

From Sales to Decoration Improve the customer experience with better communication b y T r a c e e T y r e e 94 || P R I N T W E A R J U N E 2 0 1 5 I N SALES, WE'VE ALL HEARD THE SAYING, "TIME IS MONEY." This couldn't be truer than in advertising. Advertising is sold by the second—$150,000 per second, in fact, during this year's Super Bowl. This philosophy bears fruit even more in the advertising and promotional products industry. According to research firm eMarketer, the U.S. will lead in spending on advertising this year, ahead of China, Japan, and Germany. With promotional product sales being the fourth among all ad- vertising media, it certainly makes for an exciting turn in our industry. With this excitement comes demand. For the end user, it has to be perfect; for the ad salesper- son, it's his or her livelihood. For the decorator, the pressure is on. As a decorated apparel salesperson, you sell your resourcefulness, know-how, and experience to companies that want to put their brand out in the world. Perhaps our sales are on the rise because of our advertising's practicality. We're not just selling a slot of time; we're selling a product their customers can use that also reminds them of us every time they use it. Think of this industry as a food chain of sorts. The foundation is the product via the manufac- turer. Above is the decorator, and then the sales force, which services the top of the food chain: the customer. Just like plants and animals in the environment, our chain begins with building blocks. In this case, those building blocks are manufacturing and decoration. Let's focus on one of the key components of the chain: the decoration. You've talked to your customer, you've showed the desired product, and you've made the sale. Now how do you get the customer's logo exactly how he or she wants it on the item of choice?

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