Issue link: https://nbm.uberflip.com/i/1479467
G R A P H I C S - P R O. C O M O C T O B E R 2 0 2 2 • G R A P H I C S P R O 3 5 around town on errands, take your fam- ily out to dinner, or meet friends after work. Life and business are happening around us, all the time, everywhere. ese random encounters are the easiest sales opportunities you will ever have – par- ticularly if you do not view them as sales opportunities. ese chance interactions are door openers. When you handle them smoothly and easily, you will open the door to doing a real sales presentation to a "warm" or interested party at some point down the road. Do not try to pitch your business over a grocery buggy. Ask me how I know. Ask for the chance to do that when and where it is more appropriate. e other key to taking full advantage of these chance opportunities lies in ask- ing the other person about himself or her- self. You can learn quite a lot in a very short period of time. What do they do? Where do they work? Do they enjoy it? By actively listening to the answers to these few questions, you can learn enough about them to know if a sales follow-up is appropriate. Are you asking yourself, "Why do I care if they enjoy their work?" I ask this question for a number of reasons. If they enjoy their work, it is likely that embroi- dered apparel would be of interest to them. If they really dislike their career, it is unlikely they will want to spend money on that company name or industry, much less wear it! If they dislike their work, I ask if they like the industry. You may know of someone that is involved in that industry and be able to pass along a name or a com- pany for him or her to research. Providing assistance, offered sincerely, may be the Selling embroidered apparel can happen anywhere, at any time. Being prepared to engage in a quick yet memorable conversation about your work is a skill that every successful business owner should have. (Images courtesy Troy Neu, Old Town Embroidery) right thing to do and open a door at some future point in time. Selling embroidered apparel can hap- pen any where and at any time. Being prepared to engage in a quick yet mem- orable conversation about your work is a skill that every successful business owner should have. Take the time to come up with your version of what you do that will make an impression and open the door for that conversation. It will pay off ! GP Jennifer Cox is one of the founders and serves as presi- dent of the National Network of Embroidery Professionals (NNEP), an organization that supports embroidery and apparel decoration professionals with programs and ser- vices designed to increase profitability and production. You can contact her at jennifer@nnep.com.