September '17

For the Business of Apparel Decorating

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2 0 1 7 S E P T E M B E R P R I N T W E A R || 15 30 days, but you should wage it every six months. Be certain you follow up on every lead—no matter how unlikely a candidate may appear to be—or else risk never again getting another lead from your contact. And remember to offer some token of ap- preciation for the help you receive. You in- crease your chances of getting future leads when you do. DO YOUR HOMEWORK BEFORE DIVING IN Larger companies have the luxury of mar- keting staffs that prequalify prospects before handing leads over to the sales force. What information do marketing folks seek when qualifying a prospect? The obvious answer is "as much as they can uncover." But, the more accurate response includes four im- portant things: the name of the buying au- thority, the account potential, the prospect's strongest unmet need (if known), and an in- dication of the prospect having the resources (e.g. a budget, a sound credit rating, etc.) to do business with your company. The one thing the qualifying effort should not include is phone sales pitch. Leave that for the sales pro. This is good advice for smaller sales organizations as well. Why? Simply ask yourself when was the last time you bought anything of significance from a salesperson you were introduced to on the phone. I rest my case. Because "people buy from people they like, trust, and with whom it is convenient to do business," face-to-face contact is typi- cally made at some point before the close of a sale. Sure, one-time sales have been made over the phone or internet, but the real long-term value of prospecting and cold calling lies in initiating and nurturing a mutually beneficial and personal customer- supplier relationship. Before a sales representative makes first contact with a hot lead, she should collect as AFFORDABLE Computer to Screen • Excellent Density • Eliminates Film • Streamlines Efciency • Accurate Registration • Improves Quality UV-LED Exposure Unit and Stand now available for the FREEStyler EXILE Technologies has made it possible for any screen shop to enjoy the beneǻts of computer to screen. The extremely affordable FREEStyler DTS provides all the advantages of much more expensive systems, without the hefty price tag. With a simple ink cartridge change, this unique printer can also be converted into a direct to garment printer!

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