Impressions - February 2017 - 29

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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, spend
some time with a PMS book to
help narrow down color choices.

need approval, you also are suggesting that
any delay could alter the shipping date. This
technique also can alleviate pressure from
last-minute change requests.
3. Communicate Questions or Frustrations: Open dialogue is the key to success
when discussing an order or when things
go awry. Make adjustments and get back on
track. We all wish customers would always
send perfect, easy-to-print jobs with plenty
of time allotted for production. In reality,
we constantly are faced with supply-chain
pressures, ambiguous instructions, missing
information, unintended consequences and
frustration.
Regardless of what happens, don't let things
linger or fester. Be accountable for your mistakes, but also point out what's not working
on the customer's end. Be open and honest,
and facilitate calm discussion.
For example, you could say, "I noticed
this on the last order. Could we do it this
way?" Such conversations shouldn't become
"complaint fests;" rather, use them to discuss
why an alternative method may work better.
Remember, pointing out a problem without
suggesting a solution is called whining.
Most of your customers don't understand
what it takes to do everything in your shop.
Explaining the processes and training your
customer on these hidden facets of the industry can save you a lot of headaches.
4. Define Limitations: We all need boundaries to be able to work easily together. What
are they for your shop?
Do you take orders with a text message?
Can a customer send a Facebook question on
a Saturday at 10:45 p.m. and expect an immediate response? What happens if he drops
off three boxes of shirts at the back door and
expects them printed by Wednesday?
Customer training also includes business
details. When is payment due? What happens
if there is a defect or misprint? If something
is misspelled on customer-supplied artwork,
who is at fault?

Examples of Samples
With the right technology and a little effort, you can easily
build a library of examples to show clients different decoration methods, apparel styles and more.
This can be achieved with real samples or pictures and housed
on your website's gallery or a Pinterest board. Short videos
demonstrating a printing technique, or simply recording a standard shop tour, also are effective. While working each day, snag
pictures or videos with your smartphone's camera. Edit and use
them to illustrate your skills and knowledge.

Include a branded shop package that outlines these items in detail, with clear examples
of what they mean. Put this on your website
in an FAQ section and make it downloadable.
Print handouts and place them on the front
counter. Leverage your rules and procedures
to build better workflow.
5. All Actions Matter: Your actions determine your customer's expectations. If you
are slow to respond to an email or present a
quote, that standard will be ingrained. If you
print and ship a flawed sample, then he will
assume the rest of the order will look that way.
If one of your staff members is rude to a
customer, then he will perceive that as how
the entire company operates. That's why it is
critical that you make a positive impression
on every customer.
Think of your company as a duck gliding
across a lake. It looks effortless, but there's
some furious paddling happening underwater
and out of view. That's your shop.
Is your process easy and effortless for customers? What do you require to make it so?
6. Show Examples: One of the most

effective ways to train any customer is with
a simple shop tour. Guide him around the
building and point out how you take care of
customers in each department. Be especially
detailed with any process that the customer
previously has asked about.
If this is a scheduled tour, make sure that
one or two of the customer's jobs are running while he is there. It's always a hit if he
sees his shirts flowing down the dryer belt.
Training your customer on as many aspects
of the production process as possible is vital
to your shop's continued success. With open
communication and established expectations,
you can enjoy profitable and repeat orders
every time. 
Marshall Atkinson is the owner of Atkinson Consulting
LLC, a service firm focused on the decorated apparel
industry for process improvement and efficiency,
sustainability, employee training, social media
marketing and long-term strategic planning. For
more information or to comment on this article,
email Marshall at matkinson4804@gmail.com, or
follow his blog at atkinsontshirt.com.

One of the most common reasons
jobs get delayed is art not getting
approved or last-minute changes.
Your approval form should specify
the date by which you need approval
to maintain the shipping date.
FEBRUARY 2017

P.29

http://www.atkinsontshirt.com

Impressions - February 2017

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