October '14

For the Business of Apparel Decorating

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20 1 4 O ctO b e r Printwear | 55 Go the extra Mile Artwork provides another upselling oppor- tunity. If the client supplied the art, look for ways to enhance it. One example is adding a drop shadow to the type to give it a bev- eled look. It won't cost anything more to produce, and customers will be blown away by the enhancements, and, in turn, willing to pay more. Take the time to explain en- hancement options, and then offer to make those design improvements at no charge. Customers generally appreciate this ges- ture, and it sets the stage to suggest com- plementary products or upgraded materials they may like. This tactic makes your upsell come across as helpful versus pushy. Sell on SupplieS Higher-quality or special-effect printer/cut- ter materials are another upselling option. Glitter is a great example. Anticipate which niche customers will gravitate toward bling or other special effects, and make sure to show those clients what is available. Up- grading a standard material increases the perceived value, which allows you to charge more, even though the materials' price dif- ferences may be minimal. One of the best ways to prove to custom- ers the worth of pricier options is to have a sample media book. Allow customers to browse through it and ask questions, giving you an opportunity to provide more infor- mation. A good way to organize the samples is to give customers several options in three categories: good, better, and best. Show samples of all three and allow customers to weigh the higher quality versus higher price. Higher quality always speaks for itself. Or consider creating an electronic sam- ple book by uploading photos to a tablet or iPad. Let clients swipe through examples and impress them with this high-tech meth- od of showing off your work. the extraS In some situations, such as onsite events, you have many opportunities to upsell. For example, you might be offering a T-shirt with a logo printed on the back. What if you offer the option to add a number or name on the sleeve? You could charge an extra $2 or $3 and increase the sale from $10 to $13. That's a 30 percent increase. In terms of this idea, don't let convention- al T-shirt placements limit you. Take the brand North Face as an example. It adds small prints to garment hem lines and other odd places, and this tactic sells. Beyond additional T-shirt placements, think of complementary products you can add on to sales. For example, if a custom- er orders T-shirts for a 5K running event,

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