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Word to the Wise: Be the Expert

jennifer cox

Jennifer Cox operated a family embroidery business beginning in 1990. She is one of the founders of the National Network of Embroidery Professionals (NNEP), a national organization that supports embroidery and apparel decoration professionals with programs and services designed to increase profitability and production. Cox is currently the president of NNEP.

Your clients are not experts in apparel. They are experts in their business. Very often, they do not have the time, information, or ability to wade through the endless options of apparel and soft goods that can be embroidered or logoed. They have a specific need to fill. Very often, they will follow whatever recommendations you make to meet their needs. To make the best recommendations, you must truly understand their specific need and know your products. If they need shirts for factory workers to wear on the job, would you recommend a high-end dress shirt? Hopefully not! Ask the right questions to gather the following information so that you can make the best recommendations:

  • Who is wearing the garment?  Men, women, adults, youth, families, plus sizes, employees, customers, family members, event hosts or attendees
  • Where will it be worn? Front office, on the road, in a factory, casual business settings, executive retreat, company outing to an amusement park, at trade shows, unknown
  • How often will it be worn? One time use, daily uniform, as needed
  • How long is it expected to last? All year, one time, for several years, or maybe a few months

By getting enough and the right information, you can then make expert recommendations for products that will meet their specific needs. In the process, you will demonstrate how valuable you can be as part of their marketing team. Prove to them that you can and will make purchasing logoed apparel a straight-forward and effective process.