Issue link: https://docs.hic.us/i/403552
water-soluble topping when sewing on pique mesh. It supports the threads and minimizes any distortion caused by the fabric. Concentrate On Service and Quality, Not Price A common mistake made by new business owners is to assume that price is everything. In commercial embroidery service and quality are the defining characteristics for developing repeat business, not price. Think about the nature of your product – image. If you sell a corporate client 100 caps with his logo, but you miss the deadline and/or deliver substandard goods, chances are that you will never see that customer again, even if you were cheaper than the competition. If you sell a house-wife a set of monogrammed towels, with loose threads and missed stitches, you have achieved the same result: a one-time sale. Quality and service are remembered, long after price is forgotten! To grow and be profitable, you must develop a solid customer base that provides recurring business. The way to do this is by delivering the highest quality embroidery, on-time, everytime. Consider these facts about the commercial embroidery industry: • The number one reason for lost customers is poor service. • Cheap prices rarely produce loyal customers. • Customers that come to you looking for low prices will leave you looking for low prices. • The most successful Embroidery Companies are rarely the cheapest, when compared to other companies of the same size. There will always be people that will complain about price and you may not gain a few new customers because of price issues. But overall, it's dependable service that your customers will expect. Don't Put All Your Eggs In One Basket Most embroidery shops go through a certain evolution as they grow. In the beginning they pursue every job and every customer they can get their hands on. It's a constant "hustle" to get enough sales in the door to keep the business afloat. Then phase two kicks in. Certain customers start to re-order on a somewhat regular basis, which allows you to ease up just a notch in the sales pursuit game. Then phase three comes along. One or two of your regular customer's, suddenly cranks up the volume to a new level. They begin ordering a large volume of goods on a regular cycle, perhaps once a month. They are so consistent and keep you so busy, that you forget about going after new customers and begin focusing on one thing – servicing this customer. Your business is propelled to a new level, www.hsi.us care@hsi.us 68