July '19

For the Business of Apparel Decorating

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1 4 P R I N T W E A R J U L Y 2 0 1 9 Be careful not to make the mistake of ex- pressing appreciation for every little thing that happens around the shop. You run the risk of appearing to be insincere or patronizing. Save expressing appreciation in this special way for when the work or actions of someone whose performance matters to you exceeds expecta- tions, consistently meets expectation, or meets expectations not usually met by that person. BECOMING A ROLE MODEL FOR CUSTOMERS When you invoke this approach of exhibiting appreciation with customers, don't be surprised to see them expressing their appreciation in the same manner. As an example, consider this ex- change with a customer at the time you deliver their order: "Anthony, thank you for giving us sufficient lead time to produce this challenging embroi- dery design. I appreciated the trust and con- fidence you had in our company to produce shirts on time and to your specifications. When my digitizing and production staff is given the time to properly plan and create an order, the result is truly a work of art and a satisfied cus- tomer." Your customer may reply, "Hey, I should be thanking you. These shirts are exactly what I was looking for. It is obvious to me the level of quality and professionalism that went into it. When I can give an order to a supplier I trust, it saves me a lot of time and worry." If you are the recipient of a simple, yet heart- felt thank you from a client, politely ask them to be specific about what they most valued, what qualities they most appreciated, and what was the resulting benefit to them. In fact, this is a perfect time to ask for a testimonial letter on the customer's letterhead. Over three-quarters of sales organizations do not solicit or utilize testimonial letters to win over prospects. Yet, overwhelmingly, in surveys of buyers, the factor that tips the scales in favor of successful vendors is the industry or market reputation they enjoy. Customers tend to be- BUSINESS MANAGEMENT Your Personal Business Trainer

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