October '14

For the Business of Apparel Decorating

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54 | Printwear O ctO b e r 20 1 4 I f you are not upselling customers, you are not maximizing sales. We've all heard the maxim that it's easier to sell more to existing customers than to find a new customer. If you are not actively engaged in doing this, it's time for a change. If you're not telling your customers about all that you offer, you are leaving money on the table. Most customers appreciate sug- gestions on how a design can be enhanced or what complementary items are available to further send a message. At the end of the day, these clients not only wind up spend- ing more money, but they're more satisfied with what they got. What we're really talking about is up- selling—a term that many decorators shud- der at. But it doesn't have to be a pushy process. When done well, it puts the sales- person in a consultative or educational role. Sound like a role you'd like to take on? Let's take a look at how to use your sales skills and shop tools to your upselling advantage. Keep current Before anything else, you have to put yourself and your sales team into an up- selling mindset. One of the keys is staying up to date with the latest trends, products, and looks. Make time to check out what people are wearing and using all around you—on the street, in the mall, and in tele- vision, videos, and movies. Read Printwear and browse through supplier newsletters and emails to be among the first to know the newest trends and products. Chances are, if you're among the first to have products, such as the latest bling ma- terial or metallic decals, customers will be impressed with your knowledge and trust your recommendations. Primed for the Upsell How to add to the order without putting off the customer b y S t e v e n J a c k S o n Steven Jackson is a technician and trainer for Stahls' Equipment, St. Clair Shores, Mich. As an 11-year veteran in the decorated-apparel industry, Jackson has in-depth knowl- edge of heat-applied graphics and trends. He conducts a monthly Roland VersaCAMM hands-on workshop and is the site administrator for, an educational industry website and forum. Visit his YouTube channel at StevenJacksonIW. Email him at A printer/cutter is one of the most diversified pieces of dec- orating equipment in the indus- try. You can make transfers for fleece, nylon, and performance wear as well as decals, window decals, and bumper stickers. It offers many opportunities to add sales to an existing order. (All images courtesy of Seaglass Logowear of clifton Park, NY.)

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