July '18

For the Business of Apparel Decorating

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2 0 1 8 J U LY P R I N T W E A R || 21 ently is to ask your customers what they like the most about doing business with you. Listen carefully to how your customers respond. You are as likely to hear about what you do well as you are to hear where you need to improve. You may even hear about the ways that other businesses are doing well, or less than well. When a customer says, "I really like that you take credit cards. Joe over at business X did not…," you now know that is a benefit of doing business with you that you can promote to help you win more customers. If you hear a customer say, "I wish I could come after 6 p.m. to pick up the order. It is really difficult to get here by then," maybe consider staying open until 7 p.m. one night a week and make a splash about the extended hours. The volunteer pansies were unexpected. That is another effective strategy for your business. Show up in ways that are unexpected. Read the local paper and connect with the local Chamber of Com- merce. When you notice that a new business is opening in town, welcome them with a special promotional offer that is good for the next 60 days. If you notice that a local business was recognized for an award, send them a congratulatory letter and a special promotion in celebration of their achievement. It is very likely that there is more than one embroidery and/or apparel decoration business in your area. Look for ways that you can be like unexpected flowers and stand out so that the people in your community choose you when they need custom apparel and products. If you would like suggestions on affordable ways (less than $100) to market your business so that people will notice your company, email me at for a list.

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