Impressions - February 2015 - 45

* Is this dusty, dirty thing here being
used for something?
* What's in these boxes?
Let's say the evaluator notices you
have an unplugged exposure unit in a
central place on your production ﬂoor.
When asked, the owner says, "We image
our screens using a computer-to-screen
system, but if that breaks down, then we
need this exposure unit as a backup."
Next, the evaluator asks, "If you are
rarely using it, why is it taking up prime
space on your production ﬂoor?" And the
owner responds, "Well, the plug is here."
And the evaluator replies, "Wouldn't it
make more sense to put in on wheels or
a pallet and move it out of the way until
you need it?"
This is the type of experience you hope
for by bringing in an evaluator. When it's
pointed out to you, you have to agree that
it makes a lot of sense, even though it never occurred to you on your own. The result is you free up prime space that allows
you to be more efﬁcient or productive.
To ensure the success of this project,
you must listen to this feedback with an
open mind. Do not waste time being defensive. This person's purpose is to point
out mistakes or areas of improvement, so
you must have respect for those opinions.

LEARN TO SELL
During this evaluation process, you
hopefully will identify any equipment that
isn't being used to full capacity. The next
step will be deciding if you want to get rid

of it or make a commitment to making it
productive. In many cases, this simply will
be learning how to sell this new service to
your existing customers.
I have found samples to be one a highly
effective way to sell decorated apparel. For
advice on selling samples, see my article
"Your Digital Printer Can be a MoneyMaker" (Impressions, February 2013.)
There are a number of beneﬁts your
shop will realize if you engage in this exercise. It may force you to get going on turning a "toy" into a money-maker. Or it will
motivate you to get rid of a liability that is
not only wasting space, but possibly electricity, insurance costs and - if it's a digital
printer - maintenance. Leaving a digital
printer unused can cause a host of problems with ink clogging and other issues.
Additional unused equipment poses
other challenges. Even if you are only
spending a few minutes a day dealing with
it, this time still adds up during the year.
Take my advice and identify those areas in
your shop that need addressing and plan on
having a happier, more proﬁtable 2013.
Greg Kitson is founder of Mind's Eye
Graphics, Decatur, Ind. For more information
or to comment on this article, email Greg at
greg@mindseyeg.com or visit mindseyeg.com.
Hear Greg speak on apparel decorating topics at the 2015 Imprinted Sportswear Shows (ISS). Reduced workshop
and seminar rates are available if you
preregister: issshows.com.

I recommend ﬁnding
someone who does not
work in the shop to evaluate
the shop. It's worth it to get a
fresh pair of eyes with a
different perspective that will
more likely spot issues that you
will never see.
Use Info*Action #20 at impressionsmag.com/infoaction

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February 2015 | Impressions

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Impressions - February 2015

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