Printwear

November '19

For the Business of Apparel Decorating

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2 0 1 9 N O V E M B E R P R I N T W E A R 1 9 (crisp twill shirt that works with booth colors and a tailored left-chest logo). • Your customer wants a quote for goods for the company's golf outing. o Normal response: Offer them a golf towel or golf shirt with a left-chest logo. o Better approach: Ask them to tell you more about the outing. Are you play- ing with customers or employees? Do you see the event as recreational or a business development opportunity? Are you offering prizes or gifts to every golfer? Are spouses playing or invited to attend after the round? By getting the bigger picture, you may find an opportunity to sell them shirts for ev- ery participant, or maybe even some prizes or parting gifts. • Your customer contacts you about jack- ets. o Normal response: What style, how many of each size, and what do you want on them? o Better approach: Great, who are these for? Service reps out in the field, man- agement, customer service reps in the office? I'm asking so that I recommend jackets that will hold up best based on when and where they will be worn. There is a huge difference in function- ality between a rugged canvas jacket and a three-season jacket with the re- movable lining. By recommending and then providing product solutions designed to meet their specific needs, you are functioning at a level well beyond that of an embroiderer. When you engage this strategy regularly, you will become a trusted team player and a valuable resource for your customers. You become a problem solver of sorts, not just an apparel decorator. Ideally, your customers will begin to turn to you and say something like, "What I really am trying to do is X. What do you suggest?" By working with your customers and seeing their inquiries about possible orders from their point of view, you will develop long-term relationships. At that point, you are selling much more than a bunch of embroidered shirts, aren't you! PW Jennifer Cox is the president and co-founder of the National Network of Embroidery Professionals (NNEP), a professional organization for apparel decoration business owners. NNEP supports the success of NNEP members with best practices, ideas, sources, solutions, volume-buying benefits, and services. Cox was recognized as a Top 50 Small Business Influencer and Community Choice Leader by Small Biz Trends in 2013, is recognized as one of the industry's "Most Creative Thinkers," and repeatedly ranks in the top 40 on the industry's "Power List." Reach her at jennifer@nnep.com or go to www.nnep.com. Vastex light-, medium- and heavy-duty screen printing equipment lines include: presses in 1 to 10 stations/colors, athletic numbering systems, infrared conveyor dryers, flash cure units, LED exposing units, screen drying cabinets, screen registration systems, wash-out booths and utility equipment. Vastex light-, medium- and heavy-duty screen printing equipment lines include: presses in 1 to 10 stations/colors, athletic numbering systems, infrared conveyor dryers, flash cure units, LED exposing units, screen drying cabinets, screen registration systems, wash-out booths and utility equipment. Vastex light-, medium- and heavy-duty screen printing equipment lines include: presses in 1 to 10 Vastex light-, medium- and heavy-duty screen printing equipment lines include: presses in 1 to 10 Rockets ink temps up to 350°F in the first several inches and holds at-cure temps longer for the highest possible rates. Digital temp control of 3 height- adjustable heaters maximize efficiency for each ink type. Cure 720+ plastisol-printed garments/h, 240+ water-based or discharge-printed garments/h, and 100+ garments/h inkjet printed with white ink. 30 and 54 inch wide models. OF PLASTISOL, WATER-BASED, DISCHARGE AND DTG WHITE INK 1-800 4 VASTEX +1-610-434-6004 SALES@VASTEX.COM VASTEX.COM FF-0673 Mix & match chambers and conveyor extensions for Limitless Possibilities! Made in USA

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