VIDEO
The ASI Show Orlando: Interview With ASI CEO & President Tim Andrews
At ASI Orlando's Town Hall Meeting, hosted by ASI President and CEO Tim Andrews, attendees had the opportunity to ask about anything on their minds. Andrews addressed concerns about product safety, high cotton prices and social networking strategies. Stitches Editor Nicole Rollender caught up with Andrews after the Town Hall meeting to get his impression on new ASI education initiatives, how industry companies can overcome product-safety concerns and the best ways decorators and distributors can use social networking for business. Click here to watch the video.
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Use these three tips as a starting guide to weeding out which customer service reps (CSRs) are worth bringing in for an interview:
Use the phone. Interview CSR candidates on the phone so you can see exactly how they’ll interact with many of your customers – through the telephone.
Get them talking. Have CSR prospects tell stories of how they helped to increase sales or satisfy an angry customer. Make them back up revenue claims through anecdotes.
Avoid job-hoppers. You want service people who are completely engaged with your company and clients. Look for evidence of loyalty from CSR candidates. |
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BUSINESS VIEW: Hire All-Star Customer Service Reps
Salespeople often get the credit for a company's revenue success. But the unsung heroes of the sales effort are customer service people. These are the support personnel who have the most contact with your most important assets: clients. Here are seven steps to effectively identify and hire solid customer service representatives (CSRs) for your organization.
Step 1. Set Your CSR Criteria
There are a number of skills that distributors should look for in a customer service rep – some universal, some tailored to the specific needs of your company, says Fred Albrecht, co-owner of Proforma Albrecht & Co. (asi/116308). "We're looking for people that not only are going to do what's expected of them, which is manage the order process, but also proactively help our sales reps grow our business, prepare our vendor meetings, understand who the customers are, and look for samples or specs that will drive business," he says.
For Mark Ziskind, COO of Caliendo Savio Enterprises (asi/155807), there are three qualities that he likes to see in all of his CSRs. "They have to be organized, they have to have pride in what they do, and the third and probably most important thing is we love to find people that have industry experience because it makes the training curve that much shorter," he says.
Step 2. Stay Away From Job-Hoppers
If you're looking to make a permanent CSR hire, Albrecht says employees who have a history of bouncing around from company to company are a red flag – look for employees who have spent at least 2-5 years at their previous positions. "It's always good for them to leave if they better themselves, but (look for) telltale signs of why people leave," he says.
Step 3. Use a Multi-Pronged Recruiting Approach
Ziskind has had the most success in finding great CSRs by tapping the competition. "If we find there's one of our competitors in town that's having issues, we'll call them or have people reach out to them on our behalf," he says. "Using head hunters (is the most effective). You just turn them on and they'll call everyone in the industry, and then you get the most organized people in the industry. But it is more expensive."
Linda Neumann, CEO of Brilliant Marketing Ideas Inc. (asi/146083), prefers finding new CSRs via word of mouth – "through current employees that know other people," she says.
Neumann also suggests considering people who enjoy working in the industry but may have not have been successful in other departments. "Sometimes you have a sales rep that can't sell but likes the business, and that's a good candidate," she says.
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 WEBINARS
Did you know that ASI Education has more than 50 archived webinars that you can access 24/7? Click here to view our complete selection.
Here are just two of our on-demand selections:
Everything You Need to Know About Stabilizers: To learn about how stabilizers are made, which ones work best with what fabrics and what specialty backings are on the market now, Click here to get started with tips from stabilizer guru Fred Lebow, owner of Lebow Consulting.
Not Just a T-shirt: Everything You Need to Know About This Staple Wearable: Want to know even more about the ubiquitous T-shirt, including the hottest styles and decoration trends, terminology and fabric info you need to know, and the hot markets that are buying tees? Click here to learn some smart strategies that you can implement in your business today. |
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Step 4. Conduct a Phone Interview
One of Neumann's initial tests for CSR applicants is to find out what her customers would hear if they were to talk to them on the phone, so she conducts a phone interview first. "That is probably the most important aspect – spend as much time on the phone that you need to in an effort to get a feel for the person. They need to be able to make customers feel comfortable and welcome on the phone."
Step 5. Verify Resume Claims in Interviews
It's important for a distributor interviewing CSR candidates to have them tell stories for how they attain the achievements they tout in their resumes. In interviews – either on the phone or in person – ask them to give specific anecdotes for how they or their service team achieved specific milestones, Albrecht says.
The key is to be able to have them provide specific instances that their role helped to grow sales or save customer relationships. They should be able to rattle these off in a very easy and detailed way.
Step 6. Show Them the Ropes
Once you make a CSR hire, it's up to you to compose a training program – and the first days and weeks are crucial to reprogramming that CSR to match your daily needs and expectations.
Albrecht makes it a point to engrain that new company philosophy into a new CSR's head from the get-go. "I've just found that there are always things we do differently than wherever they came from," he says. "When they come in, they spend a week doing order entry, then they spend one week with a CSR manager, then another week with another CSR manager. In the whole big picture, they become better employees, and they actually understand much better where the company's going."
Step 7. Be Patient and Let Them Grow
Regardless of how much previous industry experience your new CSR may have, there will inevitably be some growing pains for that rep within your company. The key is to be patient, allow them to grow – and not judge one or two small early missteps too harshly. "Everyone learns at a different pace whether they have industry knowledge or not," Albrecht says. "It takes at least six months to learn the industry; it takes a year to really learn it." |
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| Director of Education Nicole Rollender explains five ways distributors can strengthen their relationships with their top suppliers. Click here.
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New Course Available on ASI Education's Online Learning Center
Start working toward achieving your BASI (Bachelor of Advertising Specialty Information) or MASI (Master of Advertising Specialty Information) by taking self-paced, on-demand courses at ASI Education's Online Learning Center. In our newest "Wearables University" course for distributors and decorators, "Partner With Your Apparel Suppliers: Key Marketing and Sales Perks," you'll learn how to proactively partner with your top suppliers, when to switch vendors and some key perks you can snag if you treat your suppliers well. Click here to take the course. |
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STITCHES MAGAZINE NOW AVAILABLE ONLINE
 We are pleased to notify you our new digital edition of Stitches is available for online viewing. We hope you enjoy the interactivity and rich media features of your digital edition of Stitches.
Start reading the issue today! |
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| MARKETS TO WATCH: Sublimation, Acid-Wash Trends Emerge at ISS Long Beach |
Optimism for 2011 and talk of an inevitable increase in prices dominated the atmosphere at ISS Long Beach, which ran from January 20-23. And while some suppliers refrained from bringing out new products this year (to stanch inventory concerns while concentrating on their core items), a number of companies are jumping on the popular trends that are emerging this year – everything from sublimation to the resurgence of acid-wash treatments.
Polyester meets sublimation. In particular, the rising popularity of polyester has spurred massive interest in decoration techniques that work with synthetic fabric. "As the use of polyester continues to grow," says Matthew Waterman, senior marketing manager for Hanesbrands Imagewear (asi/59528), "the market for sublimation has continued to explode." In addition, screen printing and direct-to-garment continue to gain traction as popular decoration techniques.
Acid wash emerges. A number of suppliers at the show signified that acid wash was very much in demand. American Dye, which works with a number of popular surfwear companies, demonstrated acid-wash treatments that created unique discoloration around the seams and other unusual patterns.
Relik Apparel, a new supplier based out of Naples, FL, showcased a number of different washes, including an acid crinkle that gave its shirts a permanent crinkle effect. "It's been popular for a couple years now" says Relik Apparel Owner Dany Ochoa about acid washes. "The quality of our shirts is different. Most acid wash is very hard, very rigid."
Hot, new products debut. Hundreds of new products for 2011 were also unveiled at the show. Prominent among them was the Zap! Hat from HPI Emblem – a five-panel cap with a Velcro circle that allows users to swap out different embroidered patches on the front of the hat. "It's a combination of two classic products," said Steven Liu, CEO of HPI Emblem.
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| SALES QUICK HIT: Promo Products Meet Retail |
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S & S Activewear (asi/84358) carries this hip women’s hoodie (8431) in amethyst and emerald heather.
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The charge against the decorated apparel industry for decades was that it ran behind the times when compared to retail. But suppliers now say that the gap has been narrowed or even erased – and the best-selling items in the industry are taking their cue from popular retail trends. "If you want people to wear a corporate-logoed item on the weekend, you have to pay attention to what they want to wear in retail," says Joanna Whitling, merchandising buyer at GatewayCDI (asi/202515).
One of Whitling's clients is a financial company that had always been classic corporate. Yet in the past two years, it has begun adding in fashion pieces where it makes sense. "The items are very retail-inspired – something you'd see at REI," she says. "Now that we're starting to put in more of these pieces, they are selling better, especially for ladies."
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Alpha Shirt. Co (asi/34408) offers this extra-long scarf (AA7007) in six colors, including emerald, sapphire and eggplant.
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The increasing presence of retail brand-names in the wearables industry surely has helped matters. But apparel manufacturers have also received the hint from their customers about what they want. "Promotional clothing and accessories don't have to be so ‘by the book' these days," says Janine Toner, marketing coordinator for Broder Bros. (asi/42090). "We're finding more companies opting for less-traditional garments for this industry, reflecting the interests of the customers."
Those trends filter down in everything from garment construction to color choice. Jewel tones, for example, have taken off in fashion lines last year and this year, and distributors now have choices like amethyst purple, ruby red and sapphire blue. It is ideal to pair jewel tones with neutrals, particularly black and white. Among the pack, the winner right now is purple. "Purple has been huge over the last year," Whitling says. "Bright lavenders are an extremely hot color at retail right now. Bright jewel tones continue to be popular both in retail and in corporate apparel. Some of the shades of purple are starting to become a little more muted, like lilac and eggplant."
Lauren Cocco, merchandiser and decoration specialist with Vantage Apparel (asi/93390), sees that purple is a more popular jewel tone among women. She suggests that jewel tone blues, like sapphire, work well for both men and women. |
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 Ask Phil |
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Dear Phil,
I need to find men’s suit-type sport jackets for chamber of commerce business meetings. Please track these down the way you always do. – Audrey
I got right down to business and found some great jackets for you! Start your shopping at Maxwell Park Blazers (asi/40637); (412) 348-8511; www.blazersrus.com. This supplier carries classic two-button blazers in sizes 34-64, in 15 colors – plus custom colors. For a three-button blazer, try Executive Apparel (asi/53418); (800) 227-3932, www.executiveapparel.com; product 1060. This poly/wool gabardine blazer comes in four colors, in sizes 36-58. Another option, sized in XS-3XL, is product J203 from High Performance (asi/60723); (866) 678-5607; www.highperformanceuniforms.com. This three-button poly/wool blazer is tailored, fitted and offered in five colors.
Selling Tip: Corporations can be a goldmine when it comes to promo products if you know the right products to offer. What about logoed leather padfolios, or customized writing instruments? Business professionals often use USB drivers that can be personalized. |
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Got a question for Phil? If you can't find what you're looking for in the Embroiderers Sourcing Guide, write to: Stitches, Attn: Phil Stitch, 4800 Street Road, Trevose, PA 19053. Or fax your question to: (215) 953-3107. For the quickest response, e-mail askphil@asicentral.com. For RN inquiries, visit www.stitches.com for the RN Database link. Although I try my best, I can't always answer every request, so please continue your search on your own. Remember, if you call the companies that I mention, tell them you heard about them here!
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We're Tweeting
ASI Education has entered the "Twitter-verse"! Follow our "Tweets" at www.twitter.com/asi_education to be one of the first to learn about ASI Education news, such as ASI Show Keynote presenters, special show events and courses, new webinars and online courses, and more!
Join ASI Eduction Online
It's official: ASI Education has a Facebook fan page. When you become a member, you'll connect with us and lots of other distributors, suppliers and decorators who are developing innovative approaches to sales and marketing. You'll get the latest ASI Education news, view our latest webinars and educational videos, read case studies and pick other fans' brains for their most effective strategies to increase your sales – and your bottom lines. Click here to join us now. |
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Other trends at the ISS Long Beach, which ran from January 20-23, included:
Open-neck treatments. Next Level Apparel (asi/73867) debuted a refitted scoopneck shirt along with a variety of alternatives to the typical crewneck. "Everybody wants it a little more open," says Crystal Bailey, sales and marketing coordinator for Next Level Apparel, "nothing too constricting around the neck."
Outfits for accessorizing. Kevin Kelly, president of US Blanks, finds that boyfriend tees and shirt dresses – products with a looser, more flowing silhouette – are doing particularly well. "Anything that can be accessorized with tights or belts is big these days," he says. Adds Crystal Raymond, marketing director for Bella-Alo (asi/39590), "Definitely the flowy-cut T-shirts are popular. That fashion cut is why people come to us."
Updated polos. Ash City (asi/37143) debuted a new polo with an eye toward younger buyers, and is looking at unusual decoration placements like the shoulder tape and the sleeve. Where you won't find its heat-seal decoration is on the chest. "The heat seal really resonated with that younger buyer," says Ash City Vice President of Sales Howard Headden. "It's the shirt they wore for four years in college." |
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What trends are perking up the fashion runways? "In North America, I saw a lot of clean, crisp looks at the spring 2011 shows," says Mariana Leung, founder and editor of MSFabulous.com, a fashion design blog.
Designers Cynthia Rowley and Vivienne Tam both showed ladylike jackets and cardigans ending just below the waist. They were paired with simple A-line skirts that hit above the knee. Rebecca Minkoff also had a polished, clean aesthetic, but used knits instead of wovens to accomplish the look. Another option for casual chic came in the form of crisp, tailored pants. Christian Siriano from Project Runway created simple, polished looks for daytime in white and tan.
In fabrics, Leung saw eyelet, crochet and cotton lace fabrics on the runway. For spring/summer, another hot fabric is bamboo. "Bamboo knits have a wonderful hand, and bamboo is cooler in the summer than cotton," says Holli Gibson, designer for LamanBlu, a manufacturer of children's clothing. For fall and winter, Gibson points to cotton and bamboo knits, recycled poly/cotton, faux fur, alpaca wool and velvet. |
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DECORATION TERMS |
Heat-Press Lingo
Here is an entry-level list of five heat-press terms that are essential for any decorator to know:
Heat press: A sophisticated iron/pressing machine that uses heat for imprinting. These machines have adjustments for time, temperature and pressure that are required for the best adhesion of today's heat-applied materials/graphics.
Heat transfer: Screen-printing inks on a special release paper for heat application onto garments.
Pressure: The amount of leverage or force needed for the heat application process. Typically referred to as "light," "medium" or "heavy."
Vinyl: A thick lettering material dense enough to cover the holes in mesh fabric. Used primarily for Porthole mesh jerseys. No sewing necessary.
Weeding: The process of manually removing the excess material from around the cut design upon completion of the cutting process.
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| A heat press, like the one shown here from Stahls’ (asi/88984), is essential for performing heat transfers. |
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EVENTS CALENDAR |
FEBRUARY 2011
Feb. 7-11, Van Nuys, Ontario, Newport Beach, San Diego, Phoenix
Advantages Roadshow
(800) 546-3300; www.asishow.com
Feb. 9, Nashville, TN
PPAMS PromoShow
(931) 695-3117; www.ppams.com
Feb. 16-18, Dallas
ASI Show
(800) 546-3300; www.asishow.com
Feb. 17-19, Dublin
The NNEP 15th Anniversary Tradeshow
(800) 866-7396; www.nnep.net
Feb. 20-23, Edmonton, AB
Alberta Gift Show
(800) 611-6100; www.albertagiftshow.com
Feb. 21-25, Cincinnati, Columbus, Pittsburgh, Cleveland, Detroit
Advantages Roadshow
(800) 546-3300; www.asishow.com
Feb. 21-27, WashingtonD.C.
D.C. Fashion Week
(202) 271-7235; www.dcfashionweek.org
Feb. 24-26, Orlando, FL
ISS Show
(800) 241-9034; www.issshows.com
Feb. 27-Mar. 2, Marlboro, MA
New England Apparel Club Show
(781) 326-9223; www.neacshow.com |
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| NEWS BRIEFS & PRODUCT RELEASES |
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| Bella (asi/39590) delivers two fashion tees at an attractive price of $2.99 for a limited time – The Favorite Tee (NEW Bella Style #6004) and The Unisex Tee (Canvas Style #3001), which are 100% cotton and available in over 24 colors. |
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BITO has introduced new laser-cutter software, Spartacus Manager, which allows users to queue up multiple jobs to the cutter so that production can be continuous. |
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| Bodek and Rhodes (asi/40788) has announced that Kimberly Myers was recognized in Supplier Global Resource magazine as one of their Sales Rep of the Year finalists. |
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 Cap America (asi/43792) has announced the promotion of James A. "Trae" Hastings III to the role of CFO. |
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 Cap America (asi/43792) has also announced that The Partnering Group awarded sales coordinator Carrie Toczylowksi with the Customer Service of the Year Award for 2010 at the 2011 PPAI Expo in Las Vegas. |
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Charles River Apparel (asi/44620) has announced the appointment of one of its sales representatives, Nancy Wood, to president of the Chesapeake Promotional Products Association (CPPA) for 2011. |
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Cotswold Industries has introduced Cloud Cover Stitch, a brand-new, lightweight fusible material designed to be used on the backside of embroidered designs to cover up those itchy, scratchy-feeling stitches. |
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 Floriani Commercial is now the exclusive distributor of FuFu high-quality polyester thread on 5,000-meter cones, which has a high luster to create a rich, classy effect. |
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Gildan has announced that Pat Venteicher of Carroll, IA-based The Graphic Edge "liked" myGildan on Facebook and is now the proud owner of a new 64GB Apple iPad, presented at the PPAI show in Las Vegas.
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 Great Dane Graphics has added new images to its fire/police/EMS category, including a firefighter climbing a ladder against a wall of flames; a health-care icon with a blue X in the background and a snake twisting around a stake; and medical icon with a heart in the background with a stethoscope. |
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| Heritage Sportswear Inc. (asi/60582) in conjunction with Liberty Bags has reduced prices 18% to 30% on nine popular bags – totes, duffels, backpacks and briefcases, all in basic black. Shop www.HeritageSportswear.com during the month of February. |
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 Imprintables Warehouse (asi/58475) has released a new printable cutter material called Glowprint, which will glow in the dark for eight hours when exposed to light. |
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| Kinteco (asi/64862) has joined ASI as a supplier decorator. |
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L.A. T Sportswear Inc. has introduced a new training video available on its website and YouTube, which highlights the differences in fit between their Ladies, Juniors and Girls styles. |
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 Penn Emblem (asi/62485) has announced the promotions of Bob Wiberg to vice president of manufacturing and Jon Joseph to senior vice president of sales and business development. |
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Performance Screen Supply is offering hands-on screen printing two-day workshops at its facility in Manalapan, NJ on April 2-3. To register, go to www.schoolofscreenprinting.com or call (512) 801-6458. |
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 Pizzazz Performance Wear (asi/78230) has expanded its in-stock cheer uniform collection to include the Pizzazz SuperNova uniform, which is a uniform shell and skirt that feature an embroidered star design.
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 S&S Cycle Inc. has added Scott Seaman as their warranty rebuild and remanufacturing service manager in La Crosse, WI. |
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 Stahls' ID Direct (asi/88984) has introduced CAD-CUT Glitter Flake, which features a texture similar to actual glitter and is available in gold, pink and silver.
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 Tonix (asi/91440) has introduced two new performance shirt styles: Endurance (928) which is a knit performance shirt featuring a color-blocked style with tagless labeling; and Attitude (1035), which is constructed of 100% SoftCool moisture-wicking material and UV-protective fabric. |
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 Workhorse Products has introduced a startup four-color, single-station press, the Odyssey 4100B – the most popular model in the Odyssey line of tabletop manual textile printers. |
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