Impressions - June/July 2014 - 47

You could call them your gold, silver
and bronze packages, or something similar.
The silver package is what most people will
choose because it's the middle-of-the-road
package and, psychologically, can be justiﬁed as being neither cheap nor extravagant.
This is what 70% of the buyers choose and
it represents pretty much what you're currently offering, with some minor upgrades.
The silver package should be priced
about 10%-15% higher than your competitors. This gives you some wiggle room
to lower the price if needed, but you rarely
will if you play it correctly. Make sure you
include some things that your competitors
don't and tell your customers why you do
this. Remember, it's about saving time and
making it easy to do business with you.
The bronze package is a signiﬁcantly
stripped-down, economy version with
cheaper shirts, bulk packaging and a clear,
no-frills approach. Think about the discount airline model where you have to
pay an additional fee for just about everything. The idea is that when they see all
the add-ons, they'll see the value in going
with your main offering.
Remember to let the customer know
the quality of the printing will be the same
as the silver package, but may look different because you're using economy or promotional-grade garments to save money.
impressionsmag.com

You want it to look intentionally cheap
and price it about 25% less than your
competitors. Use bulk packaging where
the customer has to sort everything on his
end after you deliver. You want it to look
like a good price, but clearly at a sacriﬁce
in the number of services included.
The fact is, you don't want customers
who get excited about this package. If
you're going to lose the work to competitors based on price, you want to drive their
prices down to this level, thereby ensuring
they won't proﬁt from the work.
Let the customer know that about
10%-15% of your customers go this route,
but all of them step up to the silver package on their reorders. Make sure they
know you're offering this solution strictly
out of economic consideration and it represents good, but not great, value.
The gold package is where the super
proﬁt lies. This package should be positioned signiﬁcantly (50%-100%) higher
than your silver package. This is the premium offering that should have built-in significant service. About 20% of your customers
will go for the premium package because
they only want the best in everything.
It's important for you to recognize
the potential for a gold package. For instance, an elite private school would be
a perfect candidate for this. I've seen

Use Info*Action #24 at impressionsmag.com/infoaction

June/July 2014 | Impressions

47

http://www.VASTEX.COM http://www.impressionsmag.com/infoaction http://www.impressionsmag.com

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
https://www.nxtbook.com/emerald/impressions/202404S
https://www.nxtbook.com/emerald/impressions/202404
https://www.nxtbook.com/emerald/impressions/202403
https://www.nxtbook.com/emerald/impressions/20240102
https://www.nxtbook.com/emerald/impressions/202312
https://www.nxtbook.com/emerald/impressions/20231011
https://www.nxtbook.com/emerald/impressions/20230809
https://www.nxtbook.com/emerald/impressions/2023
https://www.nxtbook.com/emerald/impressions/20230506
https://www.nxtbook.com/emerald/impressions/202304
https://www.nxtbook.com/emerald/impressions/202303
https://www.nxtbook.com/emerald/impressions/20230102
https://www.nxtbook.com/emerald/impressions/202212
https://www.nxtbook.com/emerald/impressions/20221011
https://www.nxtbook.com/emerald/impressions/20220809
https://www.nxtbook.com/emerald/impressions/20220506
https://www.nxtbook.com/emerald/impressions/202204
https://www.nxtbook.com/emerald/impressions/202203
https://www.nxtbook.com/emerald/impressions/20220102
https://www.nxtbook.com/emerald/impressions/202112
https://www.nxtbook.com/emerald/impressions/20211011
https://www.nxtbook.com/emerald/impressions/DigitalDecorator_2021
https://www.nxtbook.com/emerald/impressions/20210809
https://www.nxtbook.com/emerald/impressions/teamactivewear_2021
https://www.nxtbook.com/emerald/impressions/202106
https://www.nxtbook.com/emerald/impressions/202105
https://www.nxtbook.com/emerald/impressions/imp_0421_digital
https://www.nxtbook.com/nxtbooks/impressions/202103
https://www.nxtbook.com/nxtbooks/impressions/20210102
https://www.nxtbook.com/nxtbooks/impressions/202012
https://www.nxtbook.com/nxtbooks/impressions/dd_fall2020
https://www.nxtbook.com/nxtbooks/nxtbook_bhtest/impwessons
https://www.nxtbook.com/nxtbooks/impressions/20201011
https://www.nxtbook.com/nxtbooks/impressions/202009
https://www.nxtbook.com/nxtbooks/impressions/teamactive_2020fall
https://www.nxtbook.com/nxtbooks/impressions/202008
https://www.nxtbook.com/nxtbooks/impressions/20200607
https://www.nxtbook.com/nxtbooks/impressions/202005
https://www.nxtbook.com/nxtbooks/impressions/dd_2020
https://www.nxtbook.com/nxtbooks/impressions/202004
https://www.nxtbook.com/nxtbooks/impressions/202003
https://www.nxtbook.com/nxtbooks/impressions/202002
https://www.nxtbook.com/nxtbooks/impressions/202001
https://www.nxtbook.com/nxtbooks/impressions/201912
https://www.nxtbook.com/nxtbooks/impressions/dd_2019
https://www.nxtbook.com/nxtbooks/impressions/201910
https://www.nxtbook.com/nxtbooks/impressions/201909
https://www.nxtbook.com/nxtbooks/impressions/teamactive_2019fall
https://www.nxtbook.com/nxtbooks/impressions/201908
https://www.nxtbook.com/nxtbooks/impressions/20190607
https://www.nxtbook.com/nxtbooks/impressions/201905
https://www.nxtbook.com/nxtbooks/impressions/201904
https://www.nxtbook.com/nxtbooks/impressions/201903
https://www.nxtbook.com/nxtbooks/impressions/teamactive_2019spring
https://www.nxtbook.com/nxtbooks/impressions/201902
https://www.nxtbook.com/nxtbooks/impressions/201901
https://www.nxtbook.com/nxtbooks/impressions/201812
https://www.nxtbook.com/nxtbooks/impressions/dd_2018
https://www.nxtbook.com/nxtbooks/impressions/201810
https://www.nxtbook.com/nxtbooks/impressions/201809
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2018fall
https://www.nxtbook.com/nxtbooks/impressions/201808
https://www.nxtbook.com/nxtbooks/impressions/201806
https://www.nxtbook.com/nxtbooks/impressions/201805
https://www.nxtbook.com/nxtbooks/impressions/201804
https://www.nxtbook.com/nxtbooks/impressions/201803
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2018spring
https://www.nxtbook.com/nxtbooks/impressions/201802
https://www.nxtbook.com/nxtbooks/impressions/201801
https://www.nxtbook.com/nxtbooks/impressions/201712
https://www.nxtbook.com/nxtbooks/impressions/201710
https://www.nxtbook.com/nxtbooks/impressions/201709
https://www.nxtbook.com/nxtbooks/impressions/201708
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2017fall
https://www.nxtbook.com/nxtbooks/impressions/20170607
https://www.nxtbook.com/nxtbooks/impressions/201705
https://www.nxtbook.com/nxtbooks/impressions/201704
https://www.nxtbook.com/nxtbooks/impressions/201703
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2017spring
https://www.nxtbook.com/nxtbooks/impressions/201702
https://www.nxtbook.com/nxtbooks/impressions/201701
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer
https://www.nxtbook.com/nxtbooks/impressions/201612
https://www.nxtbook.com/nxtbooks/impressions/201610
https://www.nxtbook.com/nxtbooks/impressions/201609
https://www.nxtbook.com/nxtbooks/impressions/201608
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2016fall
https://www.nxtbook.com/nxtbooks/impressions/20160607
https://www.nxtbook.com/nxtbooks/impressions/201605
https://www.nxtbook.com/nxtbooks/impressions/201604
https://www.nxtbook.com/nxtbooks/impressions/201603
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2016spring
https://www.nxtbook.com/nxtbooks/impressions/201602
https://www.nxtbook.com/nxtbooks/impressions/201601
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer_201512
https://www.nxtbook.com/nxtbooks/impressions/201512
https://www.nxtbook.com/nxtbooks/impressions/digitaldecorator_2015fall
https://www.nxtbook.com/nxtbooks/impressions/201510
https://www.nxtbook.com/nxtbooks/impressions/201509
https://www.nxtbook.com/nxtbooks/impressions/201508
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2015fall
https://www.nxtbook.com/nxtbooks/impressions/20150607
https://www.nxtbook.com/nxtbooks/impressions/digitaldecorator_2015summer
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer_201506
https://www.nxtbook.com/nxtbooks/impressions/201504
https://www.nxtbook.com/nxtbooks/impressions/201503
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2015spring
https://www.nxtbook.com/nxtbooks/impressions/201502
https://www.nxtbook.com/nxtbooks/impressions/201501
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer_201412
https://www.nxtbook.com/nxtbooks/impressions/201412
https://www.nxtbook.com/nxtbooks/impressions/201410
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer_2014fall
https://www.nxtbook.com/nxtbooks/impressions/201409
https://www.nxtbook.com/nxtbooks/impressions/201408
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2014fall
https://www.nxtbook.com/nxtbooks/impressions/digitaldecorator_2014summer
https://www.nxtbook.com/nxtbooks/impressions/20140607
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer_2014spring
https://www.nxtbook.com/nxtbooks/impressions/201404
https://www.nxtbook.com/nxtbooks/impressions/201403
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2014spring
https://www.nxtbook.com/nxtbooks/impressions/201402
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201401
https://www.nxtbook.com/nxtbooks/nielsen/impressions_sportsfanretailer_201312
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201312
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20131011
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201309
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201308
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2013fall
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20130607
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201304
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201303
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2013spring
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201302
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201301
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201212
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20121011
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2012fall
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20120809
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20120607
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201204
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201203
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2012spring
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201202
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201201
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201112
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20111011
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20110809
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2011fall
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20110607
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201104
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201103
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2011spring
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201102
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201101
https://www.nxtbook.com/nxtbooks/nielsen/impressions_sourcebook2010
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20101112
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20100910
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2010fall
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20100708
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201004
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2010winter
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201003
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201002
https://www.nxtbook.com/nxtbooks/nielsen/impressions_200909
https://www.nxtbook.com/nxtbooks/nielsen/impressions_eco_2009fall
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2009fall
https://www.nxtbook.com/nxtbooks/nielsen/impressions_200910
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20091112
https://www.nxtbook.com/nxtbooks/nielsen/impressions_sourcebook_200906
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201001
https://www.nxtbookmedia.com