Impressions - February 2017 - 28

Define your shop's expectations and keep open communication
with customers for successful and repeat orders.
By Marshall Atkinson,
Contributing Writer
o you want to prevent unnecessary customer friction or problems before they arise? If so, maybe your shop should instill
a "customer-training program."
While we all devote time to employee training, educating customers on how your shop operates can help mitigate problems later,
possibly retaining their business.
A well-educated customer is easier to work with, makes better
choices, understands limitations - and even places better orders.
Here are a few tips to get you started:
1. Define the Expected Outcomes: This is the most important rule
when building your customer-training program. It involves aligning
your customer's idea of what he wants with what you can deliver.
This can inovlve any order detail, but let's use ink color as an example.
The most commonly used method to define color in the graphic-arts
world is the Pantone Matching System (PMS). To help customers
understand what it means, outline that this method is the de facto
P.28

i m p r e s s i o n s m a g . c o m FEBRUARY 2017

standard in the printing industry and spend some time with a PMS
book to narrow down his choice of using "blue" ink in a design to
"PMS 286" blue ink instead.
Training your customer on this subject tells him that you know
what you are doing. Plus, it sets your shop up for future success by
clearly defining the expectation regarding order specifics. Determining the PMS color gives you a measureable target, plus it's repeatable
for future orders.
2. Establish a Timeline for Results: Educate customers on how
long each step takes. What happens if you've sent artwork for approval
and it takes him a few days to review and reply? Will that throw off
your production schedule?A delay can have a domino effect on the
rest of the jobs slated for production.
Present your approval form with a note that states: "Please approve
or suggest changes to this artwork by xx/xx/2017 in order to maintain
your shipping date of xx/xx/2017." By defining the date by which you


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Impressions - February 2017

Table of Contents for the Digital Edition of Impressions - February 2017

Impressions - February 2017
Contents
First Impressions
From the Show Director
Overheard
First Look
Scene at ISS
On Design
What Powers Plackets?
What Being ‘Green’ Means
Critical Customer Training
Walking a New Path
Shop Talk
Embroidery Production
Screen Printing Graphics & Design
Sublimation
Direct-To-Garment
Heat Printing
Ad Index/Online Directory
Classifieds
Impressions - February 2017 - CT1
Impressions - February 2017 - CT2
Impressions - February 2017 - Impressions - February 2017
Impressions - February 2017 - Cover2
Impressions - February 2017 - 1
Impressions - February 2017 - Contents
Impressions - February 2017 - 3
Impressions - February 2017 - 4
Impressions - February 2017 - 5
Impressions - February 2017 - First Impressions
Impressions - February 2017 - 7
Impressions - February 2017 - From the Show Director
Impressions - February 2017 - 9
Impressions - February 2017 - Overheard
Impressions - February 2017 - 11
Impressions - February 2017 - 12
Impressions - February 2017 - 13
Impressions - February 2017 - First Look
Impressions - February 2017 - 15
Impressions - February 2017 - 15a
Impressions - February 2017 - 15b
Impressions - February 2017 - Scene at ISS
Impressions - February 2017 - 17
Impressions - February 2017 - 18
Impressions - February 2017 - On Design
Impressions - February 2017 - What Powers Plackets?
Impressions - February 2017 - 21
Impressions - February 2017 - 22
Impressions - February 2017 - 23
Impressions - February 2017 - What Being ‘Green’ Means
Impressions - February 2017 - 25
Impressions - February 2017 - 26
Impressions - February 2017 - 27
Impressions - February 2017 - Critical Customer Training
Impressions - February 2017 - 29
Impressions - February 2017 - Walking a New Path
Impressions - February 2017 - 31
Impressions - February 2017 - 32
Impressions - February 2017 - 33
Impressions - February 2017 - Shop Talk
Impressions - February 2017 - 35
Impressions - February 2017 - 36
Impressions - February 2017 - 37
Impressions - February 2017 - Embroidery Production
Impressions - February 2017 - 39
Impressions - February 2017 - Screen Printing Graphics & Design
Impressions - February 2017 - 41
Impressions - February 2017 - Sublimation
Impressions - February 2017 - 43
Impressions - February 2017 - 44
Impressions - February 2017 - 45
Impressions - February 2017 - Direct-To-Garment
Impressions - February 2017 - 47
Impressions - February 2017 - Heat Printing
Impressions - February 2017 - 49
Impressions - February 2017 - Ad Index/Online Directory
Impressions - February 2017 - Classifieds
Impressions - February 2017 - 52
Impressions - February 2017 - Cover3
Impressions - February 2017 - Cover4
Impressions - February 2017 - I1
Impressions - February 2017 - I2
Impressions - February 2017 - I3
Impressions - February 2017 - I4
Impressions - February 2017 - I5
Impressions - February 2017 - I6
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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
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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
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