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Stitches Cheat Sheet: Bamboo
Want to know the pros and cons of bamboo apparel? In our
newest video series,
“Stitches Cheat Sheet,” where
we answer your decoration and wearables questions, Nicole
Rollender, Stitches editor and director of ASI
Education, takes a closer look at recycled bamboo fabric. Click
here to watch the video.
Send us your
decoration and wearables questions – and we might answer
them in an upcoming video. E-mail your thoughts to nrollender@asicentral.com. |
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PROBLEM
SOLVED:
“I’m terrified of cold-calling.” |
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Top Three Cold-Calling Don’ts
Now you know what to do when it comes to cold-calling.
But what about the biggest cold-calling no-no’s?
Here are the top three ways a cold-call could go
wrong on your part, so make sure to avoid these
deal-breaking mistakes!
1. Unprofessionalism. It’s
obvious that you’re not going to be intentionally
rude to the person you’re calling. But sometimes
the littlest “errors” can make you seem unprofessional
to your prospect. Make sure you have your contact’s
title correct, and that you address them by it
initially. If they tell you that you can call them
by another name, take the invitation. But until
then, maintain a high level of respect. “You have
to assume you’re speaking to someone who demands
the highest level, because even if they didn’t,
they appreciate the highest level,” says Joanna
Grant, vice president of Affinity Express, a Chicago-based
company that specializes in international digitizing,
document creation and multimedia services.
2. Talking too fast. If you aren’t
rehearsed, and if you try to cram in too much information
too quickly, your contact will be hesitant to trust
you. That’s where the term “fast-talker” comes
from. Obviously, don’t talk so slowly that your
contact nods off, but don’t talk her ear off, either.
3. Being unprepared. “Make sure
you have the facts about your target and his business
as strongly and completely as possible,” Grant says.
“You need to be familiar with what they do, what
they’re good at and how your products and services
can help market their business.” Once you’ve got
these facts down, rehearse what you know. “Have your
talk track down,” says Gail Williams, business consultant
for Allegre Communications and author of Effective
Selling Techniques 1.0.1. “If you’re not rehearsed,
then you aren’t going to get anywhere.” But, be ready
to go off script based on the information your prospect
gives you. |
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Q. “The thought of cold-calling literally makes me
shake. I know I need to get over this fear so that I can win
over some new clients – but first I need to break the ice and
get my prospect excited about learning more about my decoration
services. Where do I start?”
A: It’s no secret that cold-calling is
one of the most difficult parts of networking. Nobody likes
to get turned down, and a rejection certainly isn’t conducive
to future cold-calling ventures. Here’s a three-step process
to master cold-calling:
1. Connect. The first thing you need
to do is connect with the person you’re calling by finding
some common ground. You can even start the conversation
by asking your prospect how her day is going, and respond
back in kind. “Respond in a similar way,” says Gail Williams,
business consultant for Allegre Communications and author
of Effective Selling Techniques 1.0.1. “Whatever
they give to you, give back in a respectful way. And,
try to be humorous. Try to first connect with the person
on a conversational level.” Also, use your prospect’s
name. For instance, instead of saying “Thank you,” say,
“Thank you so much, Mrs. Fitzgerald.” This builds your
connection with your contact.
2. Make it relevant. One of the biggest
things business owners forget when they’re cold-calling
is relevancy. It’s essential to communicate why your prospect
should listen to you in the first place. “You want to
get to the point, because they have 2,000 other things
they could be doing,” Williams says. Be specific: Mention
different decorating or marketing services or goods you
could provide the person that would make your business
interaction beneficial to him or her.
3. It’s nothing personal. Recognize that
rejection isn’t a reflection of you as a person. The person
you’re calling is out to make money just as much as you
are, and if he rejects you, it only means that your paths
toward your monetary goals don’t intersect. Instead, try
a different perspective. Williams suggests “treating rejection
like a gain.” Make it a goal to make 100 calls, or strike
up a friendly competition with another member of your staff
to see who can make 100 cold calls first.
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DEADLINE
EXTENSION:
Stitches Golden Needle Awards Call for
Entries
We’ve extended the deadline to June 16! So enter
the 2010 Stitches Golden Needle Awards
now and show off your embroidery and digitizing
skills and creativity! Finalists will be selected
by a panel of veteran embroiderers and digitizers
– and then we’re opening the voting to Stitches readers.
Winners will be featured in the November 2010
issue of Stitches and online. So, select
the entry category that fits your skills, and
show us your talent. Click
here to learn more. |
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HOW TO SELL IT: Novelty T-shirts |
Looking for something hot right now? In the branded T-shirt
market, novelty sells. “The true definition of ‘novelty’ is
something fresh, new and innovative,” says Michelle Swayze,
marketing director for In Your Face Apparel (asi/62494). “Some
people may place the old-school mentality of novelty items
being fad items that quickly pass away, but that’s just not
true. A novelty item can stay fresh, new and innovative for
some time.”
Take, for example, classic novelty T-shirt designs. “Water-based
print will never go out of style,” says Bayo Simmons, CEO of
All Fashion Services (asi/37166).
Instead of emphasizing the transient nature of trends, it’s
important to emphasize the importance of being trend-right,
especially to clients and end-users. Not only does this emphasis
help the garments you sell get more immediate wear, it keeps
you relevant – as trends change, it’s time for the client to
call up his decorator and order the next great promotion.
“I know decorators have heard many a customer ask, ‘What do
you have that’s new?’ in a sales appointment,” Swayze says.
“But, I don’t know if the customer realizes they’re looking
for a ‘novelty shirt’ – they just want their company’s branding
to stand out above the competition.”
If the garment is a great value and quality, it will be worn
long after the trends have shifted. “New is always great, but
after the sizzle, you still need to offer value,” says Mark
Seymour, national sales manager for Royal Apparel (asi/83731).
Another important aspect of novelty shirts to emphasize is
decoration. “A novelty T-shirt is a tee that has elements that
stand out from the day-to-day,” says Jessica Clifford, marketing
rep for Kavio! (asi/64152). “It has a new, unusual
or striking look that demands attention.”
These attention-demanding tees can come in a variety of styles.
“The type of T-shirts that would fall into this category are
burnouts, tees constructed of blended fabrics, distressed or
raw-edged shirts, decorated apparel that features unique processes,
washes, glitter, embroidery, rhinestones and/or shirts that
feature standout art,” Clifford says.
Keep on Top of Decorating Trends
New for 2010, according to Simmons, is non-elevated plastisol
printing that washes for an even greater hand. “What will
never go out of style is your standard water-based print,
which you can dilute for a washed-out effect or strengthen
for more of an over-dyed feel,” he says.
Also big in 2010 are foil print, embroidery with print combinations
and tonal color fabrics with contrast knit fabric details,
Simmons says.
Clifford suggests that burnout and delicate fabrics are a
trend that will continue over from early 2010 and extend throughout
the rest of the year. “New trends for the novelty T-shirt include
burnout/delicate fabrics, sublimation because it can achieve
brighter colors and intricate designs, longer-length shirts,
deep V and deep scoop necklines, and vibrant and intense colors,”
she says.
“Sometimes the product itself isn’t novel, but when paired
with a unique decorating method it becomes truly different,”
Swayze says. “Consider printing your design reversed out on
a burnout tee. The art will show through the burnout tee and
give you a cool vintage look.” |
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STEPS TO SUCCESS: Debunk This Sales Myth |
The
Myth: Product knowledge is top priority.
The Truth: People buy emotionally.
Sure, buyers want to know about the products they're buying,
but often salespeople put more attention on this than needed.
Expansive details about product features make the salesperson
more of an unpaid consultant than a person carefully reading
the emotional concerns of the client.
“Studies have shown that over 80% of the training offered
to salespeople is product-oriented,” says Joe Zente, president
of Z3 Performance Development. “They then become eager to meet
with buyers and tell them everything they know. But people
buy emotionally, and features and benefits aren’t emotional.”
Similarly, when trying to make an impact on a new customer,
the most important thing is often just to get the job turned
around as quickly as the client wants, since a first-time client
often comes to a decorator in a time crunch. Rather than needing
to be swayed by an elaborate presentation, the customer just
wants to know the job is going to get done and fast.
“A lot of times people are really on a tight deadline and
they don’t even have time for samples,” says Christina Riordan,
owner REP Chicago (asi/303417). “They just want to
get the order in and taken care of.” She has found this to
be the case more often than not, where practical concerns like
turnaround time and price take precedence over all else. She
cites a recent hotel client that was looking at notepads with
four colors and large size, then downgraded to a basic option
once they realized how long it would take and how much it would
cost them. |
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BLOG
BLURB: Selecting a Supplier |
When
it comes to selecting a supplier, the first thing you should
do is make sure that you know what your company needs to
be successful. Be firm about what you require. Some suppliers
may try to win you with flashy discounts or deals that sound
great, but all the discounts and deals won’t mean anything
if what the supplier has to offer doesn’t really meet the
needs of your business. Knowing how your business works best
and what is required to keep it running in that condition
will help ensure you select suppliers that meet those requirements.
You should also consider reliability when evaluating a
potential supplier. If a supplier can’t get the materials
you need to you in a timely fashion, it could cause a lot
of delays for your business. A supplier that drops the
ball and doesn’t get necessary supplies to you is a supplier
that could cause you to drop the ball with your customers.
It goes without saying that an occasional glitch or mistake
can happen to anyone, so most suppliers should get a pass
if the problem is an isolated issue. What you need to watch
out for is suppliers that consistently have problems. You
also need to pay attention to how problems are solved and
issues are handled. Does the supplier really seem to care
about making things right? Does it respond in a timely
fashion to requests for more information or help? Does
it really seem to care about your business?
Want more? Check out EnMart’s Director of Marketing Kristine
Shreve’s blog, “DecQuorum”
on Stitches.com |
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BUSINESS
WATCH: Things to Do Before the Sales Meeting |
While
many decorator salespeople have techniques to use when
prospecting face-to-face, it’s easy to overlook the strategies
to utilize before meeting potential clients. It’s
critical to make a good impression quickly via voicemail
or e-mail when first contact is made without a live meeting.
Deb Johnson, co-owner of On Target Promotions (asi/287578),
will send a prospect a promo product or dimensional piece
first, and use it to get the recipient to listen to her entire
message when she follows up with a call. “Now they have in
their hands a sample of the type of quality we offer, and
it makes a cold call a warm call, like a personal referral
would do,” she says.
When you get a person on the phone, you should take advantage
of the short time and emphasize the benefits you offer, rather
than the items you sell. “We say that we can help with branding
and give you many ideas and suggestions you might not have
thought of or know about, because this is what we do every
day for a variety of companies,” says Sharon Schamehorn,
co-owner of Elite Sportswear & Promotional Products (asi/186738).
When it comes to crafting e-mail solicitations, Joanne Franklin,
president of Joanne Franklin Packaging & Promotions (asi/198020),
adds an important caveat: “Placing the word ‘free’ in the
subject line often sends a message straight to the spam folder.
So use the subject line to show that you were referred to
them, or you know something about them, or what your benefits
to them can be. But leave the offer of free ideas or samples
for the body of the message.”
Rudy Brynac, a sales manager for Lipic’s Recognition (asi/254650)
for 35 years, used to be able to make an instant impression
by mentioning that his well-known firm has been in business
for more than 100 years. “Among those who hadn’t yet heard
of us, it would get their attention because they’d know we
weren’t fly-by-night,” he says.
But in the past few years, with economic changes placing more
work on fewer people, “You have to be well prepared to make
a cold call, and say something more about them that hits home
in less than 15 seconds,” Brynac says. So he changed his approach
to emphasize that Lipic’s can save HR, sales and marketing
departments time and money while increasing the return on their
programs, and can offer examples of the firm’s work that the
prospect could relate to. |
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ASK JERILEE |
Q.
What’s the best way to deal with a charitable request?
A. A forum member made her first quilt
while she was employed at an embroidery shop; even though
she did all the work, the owner of the shop claimed credit
for the work. This decorator later turned her negative experience
into a winning and profitable part of her new business and
for charity. After she opened her own business, she created
more quilts to sell in her shop and to donate. She includes
information how long it took to create the entire quilt,
how long it took to embroider and the total number of stitches
in each quilt. Since both the purchased and donated quilts
are hung up on walls or displayed, she gets referrals from
all the quilts that leave her shop. Sometimes customers even
request that other items be decorated with a design from
one of the quilts.
Read more on this topic in "Jerilee Answers" in the Stitches archives. Jerilee Auclair is owner of Black Eagle Designs. To join Jerilee's Google forum on machine maintenance and repair and other embroidery-related topics, send an e-mail to: jerilee@blackeagledesigns.com. |
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Hot Markets While novelty T-shirts can be sold into almost any
industry, there are a few hot markets to consider when
adding novelty tees to your apparel mix.
1. The beverage industry. From Coca-Cola
to Sunkist, novelty is huge in the beverage industry.
These shirts are especially popular in the alcohol
sector of the beverage industry.
2. The entertainment industry. Entertainment
companies like Sirius (pictured), and especially those
that appeal to youthful audiences, are looking for
some novelty.
3. The auto industry. What better
way for customers to show their brand loyalty than
with a great novelty shirt featuring the logo of their
brand-new car?
4. Corporate clients. Though you
might not usually think of novelty T-shirts for your
corporate clients, these trendy designs can work well
for company outings, meetings, retreats and trade shows. |
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WEBINAR CALENDAR |
Business Management
Business-Building Strategies: Sneak Peak Counselor SOI 2010
June 22, 2-3 p.m. ET
Get a sneak peek of the top sales, marketing and operations
strategies included in Counselor’s 2010 State of
the Industry issue.
Register here.
Wearables University
Not
Just a T-Shirt: Everything You Need to
Know About the Staple Wearable
*Sponsored by Fruit of the Loom & Tri Mountain (asi/92125)*
July 13, 2-3 p.m. ET
Join this panel of experts as they cover the basic knowledge
you need to sell this top-selling item, as well as the hottest
trends and decorations that will have clients asking for
more.
Register here.
Wearables University
Boost Apparel Sales:
Tips From the Pros
*Sponsored by Hanes*
July 20, 2-3 p.m. ET
Want to be a million-dollar apparel seller? Join the other
top sellers who've figured out how to cash in on the $4.5
billion in annual wearables sales.
Register here.
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NEWS BRIEFS &
PRODUCT NEWS |
BITO offers The LaserBridge, a robotic
laser cutter built over other equipment and connected via
software to perform multiple tasks; The BridgeBoard, a stationary
table designed to be positioned at the end of an embroidery
machine; The BridgePlotter, a motorized table that moves
front to back; and The BridgeRoller, designed to feed fabric
under a laser head and collect it once it has been cut. For
more information, go to www.bitousa.com.
Broder Bros. (asi/42090) hosted
its annual Philadelphia Apparel Showcase at Lincoln Financial
Field on May 6. Attendees met with representatives from their
favorite mills, participated in sales-building seminars,
enjoyed a cocktail party with live entertainment and had
the opportunity to win prizes and tour the stadium.
Brother International Corp.’s Industrial
Products Division offers a 24-month, no-interest leasing
program and a Trade-In program until June 30 for the Brother
GT-54. For more information, go to www.brother.com.
Cotswold offers a new children’s wear stabilizer
called EMB 200 for embroidered apparel. Made of 100% polypropylene,
the material is fire-retardant, washable and supports low
stitch counts on any type of children’s wear.
Dalco Athletic offers a 100% polyester
football official’s shirt (product D824LS) and 100% polyester
football referee pant (product D9840).
Dunbrooke (asi/50930) has extended
Mark Chipchase’s territory to include Maryland, Washington
D.C., Virginia, West Virginia, North Carolina and South Carolina
as of July 1. Chipchase is responsible for both the promotional
products and decorator markets.
Floriani offers a Heat ‘N’ Stay stabilizer
designed to stabilize lightweight woven fabrics that tend
to shift while being sewn or embroidered. It’s perfect
for quilt-quality cottons, fine linens and shirt-weight
denim.
Imprintables Warehouse (asi/58475)
offers the Cut-3000 personalization partner package that
features a 24-inch Cut-3000 digital cutter, 45-degree cutting
blade, 8 yards of cutter materials, two weeders, a USB
cable, sheet-cut tool, and an extra cutting strip. The
package also includes a DVD training video series, free
lifetime subscription to CadworxLive, and two-year warranty.
Shipping is free to anywhere in the U.S.
The North-American Association of Uniform Manufacturers & Distributors
(NAUMD) has announced creation of the “NAUMD Emerging
Leadership Group.” Criteria for membership is that a nominated
member must be in a policy making/decision making position
in a member company in good standing and be under 50 years
old.
Siser North America offers EasyWeed Electric
CAD-Material, a heat-applied material in 13 colors: lens
(silver), gold lens, green lens, yellow, orange, red, cherry,
pink, purple, blue, lime, olive and copper. The polyurethane
film adheres to 100% cotton, 100% polyester and poly/cotton
blends and requires less pressure and a lower temperature
than traditional films.
Stahls’ ID Direct has expanded its Team
Perfect line to include field hockey, swimming and golf
graphics.
Vantage Apparel (asi/93390) has
promoted Christine Gianantonio to regional sales representative
for southern New Jersey and Pennsylvania. |
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CALENDAR |
June 18-19, Louisville, KY
Embroidery and Direct to Garment Extravaganza
(813) 846-6031; www.swfeast.com
July 13-15, Chicago
ASI Show
(800) 546-3300; www.asishow.com
July 22-24, Glendale, AZ
OASIS Gift Show
(800) 424-9519; www.oasis.org
July 23-24, Pittsburgh, PA
The Embroidery & Direct to Garment Extravaganza
(877) 793-3278; www.embroideryextravaganza.com
July 24-27, Orlando
Orlando Gift Show
(678) 285-3976; www.orlandogiftshow.com
July 26-28, Oaks, PA
Philadelphia Gift Show
(678) 285-2976; www.philadelphiagiftshow.com |
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SPONSORED
BY
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