May '20

For the Business of Apparel Decorating

Issue link:

Contents of this Issue


Page 15 of 68

2 0 2 0 M A Y P R I N T W E A R 1 3 normally follow a statement such as: "At the conclusion of the workshop, participants should be able to…" If the written course objectives, the scope of the curriculum, or the list of recommended attendees are unclear to you, call to get definitive answers before enrolling the employee. And be specifically wary of courses that are designed for anybody and everybody. To this point, industry conference seminars and workshops are typically very concise and fo- cused—affording attendees an opportunity to ask industry experts very detailed questions about their craft or a technique. Today, training seminars are becoming more interactive, participative, and as hands-on as practical. To satisfy your company's technical-skill needs, you will probably want to challenge your suppliers to provide training on the efficient use of their equipment and supplies. For ex- ample, it's reasonable to expect an equipment distributor rep to provide on-site, customized, hands-on training on your machine to your production personnel, free of charge. Keep in mind that training should accomplish two major purposes. First, it should as- sertively invite participants to change the way they are currently performing a skill. Re- member, for most people, change is inherently frightening and is often met with resistance. To convince a training participant that a behavioral change is in her best interest, make sure the training is experiential and allows her to get a few "successes under her belt" before she returns. The second purpose of training is even more important. That is, reinforcing the present "good" skills that employees already possess. When a training participant becomes aware that "something he just does naturally" is above the standard of performance that is expected, it raises his competency from an unconscious to conscious level. Finally, it is imperative that, after any training intervention, you must reinforce, reward, and recognize the desired behaviors and skills in order to have them repeated. Otherwise, the training will not realize its value long-term. FINAL THOUGHTS Most sales professionals count on the fact that people buy from people who they like, trust, and with whom it is convenient to do business. That's why they strive to be likable, trustwor- thy and a joy to work with in the eyes of their clientele. Use that very same criterion when seeking a business coach––don't feel obligated to settle for the first one that comes along. Much like doctors specialize in certain disciplines, some business coaches may be great for addressing human resource or financial issues but are lim- ited in sales generation and brand marketing efforts. While analyzing compatibility with a potential business coach, you should feel that they will operate in your best interest, and find relating to and working with them to be enjoyable and easy. Good luck! PW Vince DiCecco is a dynamic and sought-after seminar speaker and author with a unique perspective on business de- velopment and management subjects, primarily in the decorated and promotional apparel industries. With over 20 years of experience in sales, marketing, and training, he is presently an independent consultant to various apparel decorating businesses looking to improve profitability and sharpen their competitive edge. Visit his new website at, and send email to WHATEVER YOUR NEEDS, WE'RE READY TO SUPPORT YOU. CS-4030 Printwear FreeStyle Polo Ad - May.indd 1 4/13/20 2:19 PM

Articles in this issue

Links on this page

view archives of Printwear - May '20