Printwear

October '14

For the Business of Apparel Decorating

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20 1 4 O ctO b e r Printwear | 51 customer needs to know he or she made the best choice. The decorator that demonstrates this expertise will win the order in most cases. To let the customer win in this situation, an- swer all questions, show your work quality, share testimonials from other customers, and take more time in the sales process. Information is the other key factor in a successful haggling process. The person with the most information during the negotiation is often in the stronger position. That person can meet the customer's needs and give up areas that are of little or no importance. NEGOTIATING PRICE If a customer says he or she can get that same order of 48 shirts from a competitor at a ri- diculous price, you have several choices. The first option is to match the price, but I do not recommend this strategy. Instead, and this is the second choice, invite the customer to take that great deal as you cannot match it, and let him or her know you are here for future needs. Or ask if the customer is making a true apples-to-apples comparison: the same design, the same apparel item, the same quality, and the same delivery schedule. Timing also comes into play during a negotiation when you discover how much time a customer has invested in researching you and your competition. If you are the only business the customer is meeting, he or she has not invested much time in the pro- cess and may need less assurance that com- ing to you is a wise decision. If the customer has shopped several embroidery providers, you may have a tougher selling situation on your hands. In this case, the customer is looking for a supplier that clearly demonstrates its ex- pertise and commitment to providing a high-quality product at a fair price. The VERSASTUDIO® BN-20 20" Printer/Cutter $8,495 US ready to wear. ready to share. offer your customers everything from apparel to custom gis and promo items For a free print sample visit www.rolanddga.com Maximizing sales from existing customers is all about versatility and ease of use. The VersaStudio BN-20 delivers vibrant printing, contour cutting and white or metallic ink all from one affordable desktop device. VersaUV LEF printers allow you to print directly on a variety of awards, giware, and promotional products, combining CMYK, White and Clear ink for visual impact plus unique dimensional effects. VERSAUV® LEF SERIES 12"/20" UV flatbed printers starting at $19,995 US

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