October '14

For the Business of Apparel Decorating

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6 0 | Printwear O ctO b e r 20 1 4 I t's no secret that sublimation offers decorators many potential sales ave- nues. But there are a few selling de- tours that are unique to the process. As with any application, subli- mation should be promoted with atten- tion to good customer service, competitive prices, and high-quality products. This latter point is where detours arise because there is a wide array of items available for sublimation decorating. Sometimes the trick isn't mastering the discipline of sub- limation but figuring out your target mar- kets and product offerings. Not everyone is familiar with sublimation. To sell sublimated goods, educate your cus- tomers about what they're buying and why they would want it. Many people use subli- mated items every day but don't realize their coffee mug or mouse pad is sublimated. It's important to understand that you may have to teach people what you offer—have exam- ples of sublimated goods for show, or offer a small demonstration on an inexpensive promotional item that you can give to the customer. Help the customer understand the possibilities of sublimation, and it will help you make the sale. A PERSONAL TOUCH The key to success is to figure out what your customers need and what you can sell. Think about your interests and hobbies and create items for that market. If you like cooking, sublimating cooking items might be right up your alley. Cooking enthusiasts often show off their personalities in their kitchens, and sublimated accent pieces can add the perfect final touches to a decorating scheme. Selling Sublimation Increase your profits with this complementary service B y K r i s t i n e s h r e v e Kristine Shreve is the director of marketing for EnMart and parent company Ensign Em- blem. She developed and writes the EnMart EmbroideryTalk Blog at and the SubliStuff blog at She additionally maintains the EnMart Twitter feed ( and Facebook page ( Reach her by email at Samples of everyday items that are created with sublimation are a great way to educate customers on your offerings. (All images courtesy ensign em- blem/enMart)

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