Impressions - June/July 2014 - 62
tS
Screen Printing Production
FIGURE 1. To really sell extra items on existing
orders, try generating options in a paper or digital
layout example for customers using their artwork.
1. Customer relationships are as important as orders. Talking to clients in a
friendly way with a genuine, helpful attitude and voice makes a memorable difference (while being pushy, or acting bored,
stressed or annoyed is a sure way to lose
them). Since referrals still represent one
of the best ways for printers to get new
clients, you need to be someone to whom
they will want to send a close friend. When
was the last time you listened objectively
to a sales call from your company? Did
your representative sound like a printer to
whom you would refer your friends?
2. Don't sell on price too quickly. Yes,
people care about price a lot these days.
But the best clients want more than that.
They want service that stands behind
their products. They want great artwork
62
Impressions | June/July 2014
that makes everyone notice their products. And they want quality printing that
doesn't look rushed. If a client asks for
your price, try to find out what he really is
looking for first.
After a few questions, you may be surprised to find out that he is more interested in a specific garment, art style, or
even a higher-valued item if it will work
with his needs. Of course, he may just be
price shopping. But if that is the case, then
you quickly will know to spend less time
with him. When you shop at the store for
something to wear, do you always buy the
cheapest item, or do you first look at the
value and other qualities balanced against
the cost? Delay the pricing question until you have offered the client a chance to
know the value and other qualities he is
buying. Often, a fair price with a profit for
the printer is better for the client than the
cheapest price on an order that must be
pushed through the shop.
3. Offer additional options. Henry
Ford said, "If I asked my customers what
they needed, they would have said faster
horses." Since you are a printer, it is likely
you can visualize what your clients' artwork will look like on a variety of items
better than they can. Remember that a
verbal offer of additional items likely will
not generate the mental image for a nonvisual customer.
To really sell extra items on existing orders, try generating options in a paper or
digital layout example for customers using
their artwork. If you are printing T-shirts
for them, then offer some additional longsleeve, tank top or hoodie options if the
design will fit on them for the same print
run (see Figure 1). The extra step of showing customers how the additional garments will lower the cost of their original
items through volume pricing can be an
even easier sales bump. The real key, however, is to honestly offer these options as a
benefit and opportunity that the customer
may not realize. In this manner, the client
will not feel pressured and you won't feel
disappointed. Do you offer a visual upsell
option on every order that makes sense?
4. Track every sale and customer. The
profit truly is in the details with regard to
sales. If you know when a client will order
again and how well he liked his order after
it was completed the first time, then you
have a great head start on the competition. When you have the details for a large
group of sales and customers, you can start
impressionsmag.com
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Impressions - June/July 2014
Table of Contents for the Digital Edition of Impressions - June/July 2014
Impressions - June/July 2014
Table of Contents
First Impressions
From the Show Director
FYI
Product Gallery
ISS Conferences
Printing Profits
Cool Kids
Back to School
Storytelling
Shop Spotlight
Embroidery Design & Digitizing
Embroidery Production
Screen Printing Production
Screen Printing Graphics & Design
Screen Printing Technique
Classifieds
Online Directory
Ad Index
Impressions - June/July 2014 - CT1
Impressions - June/July 2014 - CT2
Impressions - June/July 2014 - Impressions - June/July 2014
Impressions - June/July 2014 - Cover2
Impressions - June/July 2014 - 1
Impressions - June/July 2014 - Table of Contents
Impressions - June/July 2014 - 3
Impressions - June/July 2014 - First Impressions
Impressions - June/July 2014 - 5
Impressions - June/July 2014 - From the Show Director
Impressions - June/July 2014 - 7
Impressions - June/July 2014 - FYI
Impressions - June/July 2014 - 9
Impressions - June/July 2014 - 10
Impressions - June/July 2014 - 11
Impressions - June/July 2014 - 12
Impressions - June/July 2014 - 13
Impressions - June/July 2014 - 14
Impressions - June/July 2014 - 15
Impressions - June/July 2014 - Product Gallery
Impressions - June/July 2014 - 17
Impressions - June/July 2014 - 18
Impressions - June/July 2014 - 19
Impressions - June/July 2014 - 19a
Impressions - June/July 2014 - 19b
Impressions - June/July 2014 - ISS Conferences
Impressions - June/July 2014 - 21
Impressions - June/July 2014 - Printing Profits
Impressions - June/July 2014 - 23
Impressions - June/July 2014 - 24
Impressions - June/July 2014 - 25
Impressions - June/July 2014 - 26
Impressions - June/July 2014 - 27
Impressions - June/July 2014 - Cool Kids
Impressions - June/July 2014 - 29
Impressions - June/July 2014 - 30
Impressions - June/July 2014 - 31
Impressions - June/July 2014 - 32
Impressions - June/July 2014 - 33
Impressions - June/July 2014 - 34
Impressions - June/July 2014 - 35
Impressions - June/July 2014 - 36
Impressions - June/July 2014 - 37
Impressions - June/July 2014 - Back to School
Impressions - June/July 2014 - 39
Impressions - June/July 2014 - 40
Impressions - June/July 2014 - 41
Impressions - June/July 2014 - 42
Impressions - June/July 2014 - 43
Impressions - June/July 2014 - Storytelling
Impressions - June/July 2014 - 45
Impressions - June/July 2014 - 46
Impressions - June/July 2014 - 47
Impressions - June/July 2014 - 48
Impressions - June/July 2014 - 49
Impressions - June/July 2014 - Shop Spotlight
Impressions - June/July 2014 - 51
Impressions - June/July 2014 - Embroidery Design & Digitizing
Impressions - June/July 2014 - 53
Impressions - June/July 2014 - 54
Impressions - June/July 2014 - 55
Impressions - June/July 2014 - 56
Impressions - June/July 2014 - Embroidery Production
Impressions - June/July 2014 - 58
Impressions - June/July 2014 - 59
Impressions - June/July 2014 - 60
Impressions - June/July 2014 - Screen Printing Production
Impressions - June/July 2014 - 62
Impressions - June/July 2014 - 63
Impressions - June/July 2014 - 64
Impressions - June/July 2014 - Screen Printing Graphics & Design
Impressions - June/July 2014 - 66
Impressions - June/July 2014 - 67
Impressions - June/July 2014 - Screen Printing Technique
Impressions - June/July 2014 - 69
Impressions - June/July 2014 - 70
Impressions - June/July 2014 - Classifieds
Impressions - June/July 2014 - 72
Impressions - June/July 2014 - Ad Index
Impressions - June/July 2014 - 74
Impressions - June/July 2014 - Cover3
Impressions - June/July 2014 - Cover4
Impressions - June/July 2014 - ISS1
Impressions - June/July 2014 - ISS2
Impressions - June/July 2014 - ISS3
Impressions - June/July 2014 - ISS4
Impressions - June/July 2014 - ISS5
Impressions - June/July 2014 - ISS6
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