April '20

For the Business of Apparel Decorating

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BUSINESS MANAGEMENT Your Personal Business Trainer Vi n c e D i C e c c o S hould you be judged by what you wear? Probably not, but the reality is that you will be judged, nonethe- less. One of the most overused clichés in business is "Dress for Success." But it's also one that business management in our in- dustry chooses to ignore most frequently. This is not to suggest that the decorated- apparel industry accepts being shabbily dressed. But, let's face it, our working environment is not the cleanest or tidiest around. Still, even in our business, first impres- sions are critical. Remember, you are at- tempting to market many products in- cluding the goods and services you offer, your organization, and yourself. What a prospective customer sees when meeting first face-to-face with your company—spe- cifically, your company's representative— is attire. Thus, you must make every effort to achieve the appropriate level of dress for the business situation at hand. Will having your employees dress "properly" get you the business all by itself? Of course not, but it will give you a competitive edge and make a positive business impression. So, let's consider what dressing a cut above can do for your business. A SHORT STORY SHARED I took my first sales position with the Chi- cago-based Fortune 200 Company Nalco Chemical. I was given the assignment of growing a newly established sales terri- tory centered in Tucson and encompassing most of southern Arizona. I was a techni- cal sales representative for the world's larg- est industrial water-treatment company, and I was expected to dress in a corporate manner: suit, dress shirt, and tie every day. Even if you've never lived in the South- western U.S., most people are well aware that it is a desert. And I don't care what YOUR ATTIRE SPEAKS VOLUMES TO PROSPECTS AND CUSTOMERS Dressing a Cut Above 1 0 P R I N T W E A R A P R I L 2 0 2 0

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