Impressions - April 2014 - 70

Digital Decorating

There are so many concepts for cross
selling that you need to spend a few minutes to
create a chart of ideas so that you don't overlook the
opportunity when talking to your clients. Then, create
some professional samples of each item so that you
can offer a quality presentation. Photo provided by
Sawgrass Technologies, Mt. Pleasant, S.C.

From desktop nameplates, to room identiﬁers and
directional aids, there are hundreds
of applications for full-color indoor
signage. Photo provided by Sawgrass
Technologies, Mt. Pleasant, S.C.

it works much better for indoor signage
rather than for applications that are in direct sunlight for many hours per day. But
when it comes to interior locations, sublimation is by far one of the best methods
for creating long-lasting, virtually indestructible signage.

CROSS SELLING
So many concepts for cross selling exist that you need to spend a few minutes
creating a chart of ideas so that you don't
overlook the opportunity when talking to
your clients. Then, create some professional samples of each item so that you can offer a quality "show-and-tell" presentation.
A key area of cross selling is product
packaging. By this, I don't mean containers for merchandise, but rather a group
of related items that have been packaged
from a marketing perspective. Instead
of hitting a customer with a long list of
related products, you may be more effective if you build packages targeted to
speciﬁc markets.
This allows you to easily steer the client into considering multiple related
items that are complementary to his main
purchase. In addition, it provides a clear
picture of the full range of products and
services you can offer. If nothing else, you
plant a seed for future purchases.
The reality is that you already have an
established client base, so cross selling is
a logical method for squeezing more revenue out of each customer. Statistics show
70

Impressions | April/May 2014

that it takes about six times more energy,
effort, time and cost to cultivate a new client than to service an existing one, yet the
average business owner is more focused
on generating new leads. There's nothing wrong with expanding your customer
base, but don't ignore the huge potential
of what you have at your ﬁngertips.
So the next time your customer orders
apparel products, be sure to ask, "Would
you like a plaque with that?"
Award-winning author and international
speaker Jimmy Lamb has more than 20
years of apparel decoration experience. He
currently is manager of communications for
Sawgrass Technologies, Charleston. S.C. For
more information or to comment on this article, email Jimmy at jlamb@sawgrassink.com.

Hear Jimmy speak on sublimation
topics at the 2014 Imprinted Sportswear
Shows (ISS). Individual seminars are just
$25 if you pre-register: issshows.com.

Suggested

Reading

Like this article? Read these other
digital decorating articles at
impressionsmag.com:
* "How to Find Efﬁciencies in
Your Sublimation Shop"
* "Diversify Your Shop With
Sublimation"
* "Sublimation Solutions"

impressionsmag.com

http:// http://www.issshows.com http://www.impressionsmag.com http://www.impressionsmag.com

Impressions - April 2014

Table of Contents for the Digital Edition of Impressions - April 2014