December '16

For the Business of Apparel Decorating

Issue link:

Contents of this Issue


Page 31 of 134

2 0 1 6 D E C E M B E R P R I N T W E A R || 27 bring in a sample, just for them, if the situation or client warrants it and if I think the item is worth bringing in. If this sample leads to another order, I use that sample in the order. Doing it this way, I am only out the shipping on the sample order. If the sample does not result in an order, I have another current sample to show my other customers. I usually order the samples in sizes that I know someone on my staff would wear, so that if all else fails, we can add our logo to it and turn it into workwear for our business. It should be said, though, that I have generated a healthy number of profit- able orders in with this approach. Selling clothing with logos is not that hard. People and businesses need and want decorated apparel. This is nothing new. Becoming good at discovering what your customers and potential customers really want and then finding a way to give that to them is what separates the average embroidery business owners from the very successful embroidery business owners. The successful owners have discovered that by finding out what their customers like or want at a higher level than, "I need some shirts with a logo on it," and then providing it for them, they win more sales and are likely to do busi- ness with those customers again down the road. By asking the customer about what they know they like and then offering them options that are based on their preferences, you sepa- rate yourself from your competition. You asked, you listened, and you made product recommendations based on that customer's per- sonal preferences. That is the foundation for a profitable and long- lasting customer relationship.

Articles in this issue

view archives of Printwear - December '16