January '23

Issue link:

Contents of this Issue


Page 75 of 103

7 0 G R A P H I C S P R O • J A N U A R Y 2 0 2 3 G R A P H I C S - P R O. C O M ey could include retail businesses, ser- vice businesses, skilled trades businesses, restaurants, manufacturing, schools, clubs, non-profits, weddings, family gath- erings, horse people, Volkswagen peo- ple, medical practices, hospitals, univer- sities, sports teams, baby gifts, gun col- lectors, doll collectors — the list is end- less as embroidery and apparel decoration professionals serve literally every single industry! Evaluate which of these categories may be better served with a more direct, bene- fits-driven conversation instead of a more social, "Hi, how are you doing?" kind of conversation. Craft and then practice statements for your specific categories. I would use one introduction when meeting with a person that owns a HVAC business for the first time. I would use a different statement when I meet the office manager of a dental practice, as these two catego- ries have unique and very different needs. Meeting the HVAC owner: Hi there! If you do not like your workers showing up on the job site wearing a Bud Light T-shirt, let me know. We make custom T-shirts, sweatshirt, and jackets with your logo, so that your business becomes more visible. Meeting the dental practice manager: Hi there. We help you select scrubs and labcoats in a wide variety of col- ors, patterns, and sizes so that your team always looks professional and pulled together to your patients. If you sell to business owners, Directors, VPs, or any other senior executives, stop making chitchat and start being more direct. They will appreciate this and respect that you are respecting their time. You will achieve better results with this particular kind of target customer. GP (Images courtesy Troy Neu of Old Town Embroidery) A P P A R E L D E C O R A T I N G

Articles in this issue

view archives of GRAPHICS PRO - January '23