February '20

For the Business of Apparel Decorating

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2 0 2 0 F E B R U A R Y P R I N T W E A R 1 9 that you do not miss the op- portunity to do more work for them. Reach out to these customers near the end of their budget cycles as well, as they may want to place an order to use up their annual allotment of funds so that they get the same amount in the next year's budget. Another very effective strategy, according to Caldwell, is to go where these workwear customers are. "Get involved in their orga- nizations, attend their home builder association dinners. These guys are not out looking for an apparel decorator. They have a need, and a problem that you are uniquely qualified to solve for them. What they do not have is extra daylight hours." Go to them to have a con- versation with them about their apparel needs, meet with them on the jobsite, at their businesses, or at their association meetings. They do not have time to come to you. These folks need logoed and possibly personalized apparel to wear when they are working. They appreciate custom made. They appre- ciate quality. They are willing to pay for both. They do not have the time, knowledge, or interest in becoming an expert about workwear. That is what you can do and become for them: their branded apparel advisor. 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 or go to You can help solve business owners' problem of outfitting employees while also saving them time by attending local business events. (Image courtesy Cris Hoge, Creations by Cris) Quality matters to professional clients. (Image courtesy Adri- ane Cropley, Rocking My SewJo LLC)

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