Issue link: https://docs.hic.us/i/403552
selling process you need to stay one step ahead of the client, by maintaining knowledge of current trends, including color. Be a leader, show the customer new garment choices before he has the chance to find it for himself. Learn about new trends through observation and research as follows: A. Read industry magazines. B. Observe people in busy places – what are they wearing? C. Visit Golf Pro Shops – Golf apparel has a great influence on casual business apparel. D. Identify what's being worn on the sidelines at pro sporting events. E. Look at what teenagers are wearing. Many of the styles and logo placements will find their way into mainstream embroidery. Garment Construction – Know your products! You'll have a hard time selling anything that you don't have an intimate knowledge of. This means obtaining your own samples and wearing them. Then ask yourself these questions: How do they feel? How do they wash? How much shrinkage? Also develop an understanding of fabrics themselves. What's the difference between 100% cotton and 50/50 poly/cotton? What's the difference between pique mesh and jersey knit? There is a lot to learn about fabrics, so do your homework! Failure to answer a customer's questions can lead to disaster. Logo Design – Once again, embroidery experience will make a difference. Not every logo is suitable for embroidery. In many cases, slight changes will have to be made to the design to ensure quality sewing. Unlike printing, very small details, shadows, and blends can easily be lost within an embroidered design, especially when being applied to a small area. As a general rule, smaller designs must have fewer details. Therefore, modifications may be needed to change or remove such characteristics. Furthermore, more stitches cost more money, so work towards stitch minimization to keep the cost reasonable. Work with the customer to develop the best layout for him, without sacrificing quality. Using all of this information and experience, you need to analyze your customer's needs and then put together ideas to service them.. Don't just sell the customer an embroidered shirt, sell them a concept. For example, uniforms for Hotel Maintenance Workers. Point out that they aren't just buying a work uniform, they are investing in Security for the guests. Anybody could grab a tool belt, knock on a door, and announce "Maintenance". The unwary guest would open the door, and in comes an intruder! An embroidered work uniform allows instant identification and is hard to duplicate by those planning a bit of wrongdoing. So always be looking for that extra "spin" on embroidered products. Turn it around from a luxury item to a necessity that the customer can't do without! www.hsi.us care@hic.us 127