Impressions - June/July 2017 - 38

about their success beyond your ability to sell them products. In the
best circumstances, it will result in that highly desired "low-hanging
fruit" - additional profits from a pre-existing client.

Looking Good, Feeling Good

Consider the fact that when a business owner purchases apparel
from you, he may need to sell the product to consumers before
he returns to make another purchase. If your client is a fashion
retailer, he probably has this step under control. But if you're fulfilling an order for a popular local restaurant or gym, the business
likely has little apparel-merchandising experience.
This is where you enter the picture.
We've all seen T-shirts displayed with a poorly lit wire hanger on the wall behind the hostess stand with an accompanying
handwritten price tag. No matter how great the product, if it's
not presented in an enticing way, consumers won't buy. How can
you help your client push sales to benefit his bottom line while
creating a repeat customer for yourself ?
Consider the following:
1. Request a meeting to view your client's merchandise area.
Do research prior to the meeting and come prepared with images
of various retail layouts, storage methods and product packaging.
2. Surprise your client with a gift of free, upgraded
merchandising products. Get a pack of wooden or fabriccovered hangers and add your client's name or logo for a real
"wow" factor. Perhaps he even is open to having your logo visible
to his customers, which makes them your potential customers.
3. Offer additional services to make appealing product
packaging manageable and affordable. It may be worth an extra
$1 per shirt to your client if he never had to fold, box, bag or tag
another shirt again.

Get What You Give

Nonprofit charities constitute a major portion of decorated-apparel
sales. However, many of these organizations inevitably solicit donations or sponsorships with their orders. If your shop grants each
of these requests, you won't be in business very long. How do you
contribute to these programs without gouging your bottom line?

Surprise your client with a gift
of free upgraded merchandising
products. Pick up a pack of
wooden or fabric-covered hangers
and add your client's name or logo
for a real "wow" factor.

Try the following:
1. Instead of cash, would an in-kind donation serve your
client's needs? Every shop struggles with miscellaneous inventory collected over time. Add a mixture of your client's and your own
logos to those products and assemble them into a prize pack for a
raffle. By doing this, you will have turned shop clutter into value.
2. Facilitate new partnerships between clients with
similar values. One of the greatest parts of being an apparel decorator is the broad range of businesses and people you get to know.
Do you print for a family fun park and a kids'-oriented fun run or
event? Perhaps connecting the two directly would provide new marketing opportunities for both.
3. Volunteer for your client's event or program. Show your
client that his mission is important to you beyond apparel needs. If
his mission succeeds, the orders will continue to roll in. Seeing your
face at his event will have a long-lasting impact on who he calls
when it's time to reorder.
4. Share your client's content via social media. Post a link to

Caring for Your Client
There is no shortage of opportunity to find creative ways to serve
client needs in a way no other shop has before. If the only relationship you have with your client is the process of receiving
and fulfilling his orders, you are making yourself replaceable.
When another salesman comes knocking, a better price may not be
as alluring if you're providing value beyond the product.
Some service opportunities are less disruptive to your business
model than others. If you don't have the eye for merchandising,
don't offer that type of assistance. Identify industry aspects
in which you are confident and show your client you're an expert.
If nothing else, become an expert in caring. That seems to be in
short supply these days and rarely goes unnoticed.

P.38

I M P R E S S I O N S M A G . C O M JUNE/JULY 2017

If you're willing to
visit your client's
business or attend his
event, you may notice
room for improvement
in some aspect of his
apparel program.


http://www.IMPRESSIONSMAG.COM

Table of Contents for the Digital Edition of Impressions - June/July 2017

Impressions - June/July 2017
Contents
First Impressions
From the Show Director
Overheard
First Look
Scene at ISS
On Design
Childrenswear Makes Magic
Covering All Underbases
Get With the (Uniform) Program!
Make it Happen
Shop Talk
Embroidery Production
Sublimation
Direct-To-Garment
Heat Printing
Ad Index/Online Directory
Impressions - June/July 2017 - CT1
Impressions - June/July 2017 - CT2
Impressions - June/July 2017 - Impressions - June/July 2017
Impressions - June/July 2017 - Cover2
Impressions - June/July 2017 - 1
Impressions - June/July 2017 - Contents
Impressions - June/July 2017 - 3
Impressions - June/July 2017 - 4
Impressions - June/July 2017 - 5
Impressions - June/July 2017 - First Impressions
Impressions - June/July 2017 - 7
Impressions - June/July 2017 - From the Show Director
Impressions - June/July 2017 - 9
Impressions - June/July 2017 - 10
Impressions - June/July 2017 - Overheard
Impressions - June/July 2017 - 12
Impressions - June/July 2017 - 13
Impressions - June/July 2017 - 14
Impressions - June/July 2017 - 15
Impressions - June/July 2017 - 15a
Impressions - June/July 2017 - 15b
Impressions - June/July 2017 - First Look
Impressions - June/July 2017 - 17
Impressions - June/July 2017 - Scene at ISS
Impressions - June/July 2017 - 19
Impressions - June/July 2017 - 20
Impressions - June/July 2017 - On Design
Impressions - June/July 2017 - Childrenswear Makes Magic
Impressions - June/July 2017 - 23
Impressions - June/July 2017 - 24
Impressions - June/July 2017 - 25
Impressions - June/July 2017 - 26
Impressions - June/July 2017 - 27
Impressions - June/July 2017 - 28
Impressions - June/July 2017 - Covering All Underbases
Impressions - June/July 2017 - 30
Impressions - June/July 2017 - 31
Impressions - June/July 2017 - Get With the (Uniform) Program!
Impressions - June/July 2017 - 33
Impressions - June/July 2017 - 34
Impressions - June/July 2017 - 35
Impressions - June/July 2017 - Make it Happen
Impressions - June/July 2017 - 37
Impressions - June/July 2017 - 38
Impressions - June/July 2017 - 39
Impressions - June/July 2017 - Shop Talk
Impressions - June/July 2017 - 41
Impressions - June/July 2017 - Embroidery Production
Impressions - June/July 2017 - 43
Impressions - June/July 2017 - 44
Impressions - June/July 2017 - 45
Impressions - June/July 2017 - Sublimation
Impressions - June/July 2017 - 47
Impressions - June/July 2017 - 48
Impressions - June/July 2017 - 48A
Impressions - June/July 2017 - 48B
Impressions - June/July 2017 - 49
Impressions - June/July 2017 - Direct-To-Garment
Impressions - June/July 2017 - 51
Impressions - June/July 2017 - Heat Printing
Impressions - June/July 2017 - 53
Impressions - June/July 2017 - 54
Impressions - June/July 2017 - 55
Impressions - June/July 2017 - 56
Impressions - June/July 2017 - 57
Impressions - June/July 2017 - Ad Index/Online Directory
Impressions - June/July 2017 - 59
Impressions - June/July 2017 - 60
Impressions - June/July 2017 - Cover3
Impressions - June/July 2017 - Cover4
http://www.nxtbook.com/nxtbooks/impressions/201912
http://www.nxtbook.com/nxtbooks/impressions/dd_2019
http://www.nxtbook.com/nxtbooks/impressions/201910
http://www.nxtbook.com/nxtbooks/impressions/201909
http://www.nxtbook.com/nxtbooks/impressions/teamactive_2019fall
http://www.nxtbook.com/nxtbooks/impressions/201908
http://www.nxtbook.com/nxtbooks/impressions/20190607
http://www.nxtbook.com/nxtbooks/impressions/201905
http://www.nxtbook.com/nxtbooks/impressions/201904
http://www.nxtbook.com/nxtbooks/impressions/201903
http://www.nxtbook.com/nxtbooks/impressions/teamactive_2019spring
http://www.nxtbook.com/nxtbooks/impressions/201902
http://www.nxtbook.com/nxtbooks/impressions/201901
http://www.nxtbook.com/nxtbooks/impressions/201812
http://www.nxtbook.com/nxtbooks/impressions/dd_2018
http://www.nxtbook.com/nxtbooks/impressions/201810
http://www.nxtbook.com/nxtbooks/impressions/201809
http://www.nxtbook.com/nxtbooks/impressions/teamspirit_2018fall
http://www.nxtbook.com/nxtbooks/impressions/201808
http://www.nxtbook.com/nxtbooks/impressions/201806
http://www.nxtbook.com/nxtbooks/impressions/201805
http://www.nxtbook.com/nxtbooks/impressions/201804
http://www.nxtbook.com/nxtbooks/impressions/201803
http://www.nxtbook.com/nxtbooks/impressions/teamspirit_2018spring
http://www.nxtbook.com/nxtbooks/impressions/201802
http://www.nxtbook.com/nxtbooks/impressions/201801
http://www.nxtbook.com/nxtbooks/impressions/201712
http://www.nxtbook.com/nxtbooks/impressions/201710
http://www.nxtbook.com/nxtbooks/impressions/201709
http://www.nxtbook.com/nxtbooks/impressions/201708
http://www.nxtbook.com/nxtbooks/impressions/teamspirit_2017fall
http://www.nxtbook.com/nxtbooks/impressions/20170607
http://www.nxtbook.com/nxtbooks/impressions/201705
http://www.nxtbook.com/nxtbooks/impressions/201704
http://www.nxtbook.com/nxtbooks/impressions/201703
http://www.nxtbook.com/nxtbooks/impressions/teamspirit_2017spring
http://www.nxtbook.com/nxtbooks/impressions/201702
http://www.nxtbook.com/nxtbooks/impressions/201701
http://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer
http://www.nxtbook.com/nxtbooks/impressions/201612
http://www.nxtbook.com/nxtbooks/impressions/201610
http://www.nxtbook.com/nxtbooks/impressions/201609
http://www.nxtbook.com/nxtbooks/impressions/201608
http://www.nxtbook.com/nxtbooks/impressions/teamspirit_2016fall
http://www.nxtbook.com/nxtbooks/impressions/20160607
http://www.nxtbook.com/nxtbooks/impressions/201605
http://www.nxtbook.com/nxtbooks/impressions/201604
http://www.nxtbook.com/nxtbooks/impressions/201603
http://www.nxtbook.com/nxtbooks/impressions/teamspirit_2016spring
http://www.nxtbook.com/nxtbooks/impressions/201602
http://www.nxtbook.com/nxtbooks/impressions/201601
http://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer_201512
http://www.nxtbook.com/nxtbooks/impressions/201512
http://www.nxtbook.com/nxtbooks/impressions/digitaldecorator_2015fall
http://www.nxtbook.com/nxtbooks/impressions/201510
http://www.nxtbook.com/nxtbooks/impressions/201509
http://www.nxtbook.com/nxtbooks/impressions/201508
http://www.nxtbook.com/nxtbooks/impressions/teamspirit_2015fall
http://www.nxtbook.com/nxtbooks/impressions/20150607
http://www.nxtbook.com/nxtbooks/impressions/digitaldecorator_2015summer
http://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer_201506
http://www.nxtbook.com/nxtbooks/impressions/201504
http://www.nxtbook.com/nxtbooks/impressions/201503
http://www.nxtbook.com/nxtbooks/impressions/teamspirit_2015spring
http://www.nxtbook.com/nxtbooks/impressions/201502
http://www.nxtbook.com/nxtbooks/impressions/201501
http://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer_201412
http://www.nxtbook.com/nxtbooks/impressions/201412
http://www.nxtbook.com/nxtbooks/impressions/201410
http://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer_2014fall
http://www.nxtbook.com/nxtbooks/impressions/201409
http://www.nxtbook.com/nxtbooks/impressions/201408
http://www.nxtbook.com/nxtbooks/impressions/teamspirit_2014fall
http://www.nxtbook.com/nxtbooks/impressions/digitaldecorator_2014summer
http://www.nxtbook.com/nxtbooks/impressions/20140607
http://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer_2014spring
http://www.nxtbook.com/nxtbooks/impressions/201404
http://www.nxtbook.com/nxtbooks/impressions/201403
http://www.nxtbook.com/nxtbooks/impressions/teamspirit_2014spring
http://www.nxtbook.com/nxtbooks/impressions/201402
http://www.nxtbook.com/nxtbooks/nielsen/impressions_201401
http://www.nxtbook.com/nxtbooks/nielsen/impressions_sportsfanretailer_201312
http://www.nxtbook.com/nxtbooks/nielsen/impressions_201312
http://www.nxtbook.com/nxtbooks/nielsen/impressions_20131011
http://www.nxtbook.com/nxtbooks/nielsen/impressions_201309
http://www.nxtbook.com/nxtbooks/nielsen/impressions_201308
http://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2013fall
http://www.nxtbook.com/nxtbooks/nielsen/impressions_20130607
http://www.nxtbook.com/nxtbooks/nielsen/impressions_201304
http://www.nxtbook.com/nxtbooks/nielsen/impressions_201303
http://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2013spring
http://www.nxtbook.com/nxtbooks/nielsen/impressions_201302
http://www.nxtbook.com/nxtbooks/nielsen/impressions_201301
http://www.nxtbook.com/nxtbooks/nielsen/impressions_201212
http://www.nxtbook.com/nxtbooks/nielsen/impressions_20121011
http://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2012fall
http://www.nxtbook.com/nxtbooks/nielsen/impressions_20120809
http://www.nxtbook.com/nxtbooks/nielsen/impressions_20120607
http://www.nxtbook.com/nxtbooks/nielsen/impressions_201204
http://www.nxtbook.com/nxtbooks/nielsen/impressions_201203
http://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2012spring
http://www.nxtbook.com/nxtbooks/nielsen/impressions_201202
http://www.nxtbook.com/nxtbooks/nielsen/impressions_201201
http://www.nxtbook.com/nxtbooks/nielsen/impressions_201112
http://www.nxtbook.com/nxtbooks/nielsen/impressions_20111011
http://www.nxtbook.com/nxtbooks/nielsen/impressions_20110809
http://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2011fall
http://www.nxtbook.com/nxtbooks/nielsen/impressions_20110607
http://www.nxtbook.com/nxtbooks/nielsen/impressions_201104
http://www.nxtbook.com/nxtbooks/nielsen/impressions_201103
http://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2011spring
http://www.nxtbook.com/nxtbooks/nielsen/impressions_201102
http://www.nxtbook.com/nxtbooks/nielsen/impressions_201101
http://www.nxtbook.com/nxtbooks/nielsen/impressions_sourcebook2010
http://www.nxtbook.com/nxtbooks/nielsen/impressions_20101112
http://www.nxtbook.com/nxtbooks/nielsen/impressions_20100910
http://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2010fall
http://www.nxtbook.com/nxtbooks/nielsen/impressions_20100708
http://www.nxtbook.com/nxtbooks/nielsen/impressions_201004
http://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2010winter
http://www.nxtbook.com/nxtbooks/nielsen/impressions_201003
http://www.nxtbook.com/nxtbooks/nielsen/impressions_201002
http://www.nxtbook.com/nxtbooks/nielsen/impressions_200909
http://www.nxtbook.com/nxtbooks/nielsen/impressions_eco_2009fall
http://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2009fall
http://www.nxtbook.com/nxtbooks/nielsen/impressions_200910
http://www.nxtbook.com/nxtbooks/nielsen/impressions_20091112
http://www.nxtbook.com/nxtbooks/nielsen/impressions_sourcebook_200906
http://www.nxtbook.com/nxtbooks/nielsen/impressions_201001
http://www.nxtbookMEDIA.com