October '15

For the Business of Apparel Decorating

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Page 48 of 118

Jennifer Cox is the president and co-founder of the National Network of Embroidery Professionals (NNEP), a professional organization for apparel decoration busi- ness owners. NNEP supports the success of NNEP mem- bers with best practices, ideas, sources, solutions, vol- ume-buying benefits, and services. Cox was recognized as a Top 50 Small Business Influencer and Community Choice STITCH SOLUTIONS B Y J E N N I F E R C O X Leader by Small Biz Trends in 2013, is recognized as one of the industry's "Most Creative Thinkers," and repeatedly ranks in the top 40 on the industry's "Power List." Reach her at or go to Embroidery Business Now What? What to do when things go sideways about anything a customer can dream up on a printed transfer or interpreted with rhinestones. There is a catch, however. The companies that produce the custom transfers have order minimums, yet your customer only wants five shirts. Here is one way to handle it, rather effectively. Sell the customer the five shirts they want, but when you price out the shirts, include the total cost for the order of transfers. You can then say something along the lines of, "By the way, if you could use 10 shirts (or whatever the order minimum was for the custom transfers), I can give you an even better price." Build out the price to your customer for the five shirts like this: Cost of garment + profit on garment + cost of transfer order divided by 5 + profit on transfers = retail price. Build out the price to your customer for the 10 shirts like this: Cost of garment + profit on garment + cost of transfer order divided by 10 + profit on transfers = retail price. By default, the retail price for the larger order will be lower per shirt, since you are spreading the cost of the transfers over more items. The custom- er might not be all that happy about the price for the five shirts, but re- member, you are offering them exactly what they wanted; a very low quantity F or whatever reason, it sometimes seems that we get as many "sideways" orders, requests, and situations as we get "normal" jobs. A sideways request might be for a very small quantity of products with a custom transfer or rhinestone design. Or it might be an order with a design that has a huge stitch count, but they want it, "Smaller, and can you put it on a hat?" It might be an order where the process did not go well and the garment or product is no longer sellable. But alas, some of these sideways situations can be saved and turned into profitable orders with a bit of creative problem solving. LESS THAN THE MINIMUM Custom transfers and custom rhinestones are available from a wide variety of top-notch industry suppliers. You can get just 44 || P R I N T W E A R O C T O B E R 2 0 1 5 When holes occur, appliqué or reverse appliqué can save the day and create an even more interesting design. (Im- ages courtesy the author)

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