Five Basic Steps to Marketing Embroidery Project

Step 1: Find your Target

Who buys embroidery? The good news is that virtually everyone at one time or another has bought apparel and other items with embroidery. Essentially, all businesses, clubs, sports organizations, schools, churches, universities or professional organizations are ideal markets for you to sell embroidery.

Step one begins by choosing a few groups or organizations you can market to and try out these steps. Once you are more comfortable with the process, you can expand the list. Start with organizations or businesses that are familiar to you. Clubs, organizations or companies that you, your friends or family are associated with are great prospects because you have or can get good inside information on what they like or need and maybe even get an introduction to the buyer. Your church, spouse’s company or your children’s sport teams are a great way to begin! One key to success is to select a group or organization that has a large membership. The larger group, the larger your order will be.

When it comes time to expand your list, here are a few suggestions:

• 1. The quickest and most economical way to develop a marketing list is to use your white or yellow pages. Service businesses like plumbers and landscapers are good prospects and check out the clubs and service organizations listed.
• 2. You may also purchase a marketing list from a direct mail/ marketing list vendor. These list services can be found online or in the yellow pages. The advantages of using list vendors is that in large volumes, list companies can provide you with your marketing list in a variety of formats including mailing labels, envelopes and floppy disk at a fairly economical price. They can even provide you with customized letters and collateral materials. Before deciding to use a marketing list vendor, interview several vendors, determine how often they update their lists, ask for business references and then ask how long it will take to provide a list to you. Remember their list must also contain the names of the key decision-maker of the groups you intend to pursue.

Step 2: Zero In on the Target

Once you choose a few targets, the next step in developing your marketing list is to identify the key decision-makers. Within all organizations and groups are leaders, captains or managers that make key decisions, or advise the decision maker. Your objective is to reach that person or persons. You can identify these people by calling the organizations and asking for the names of the managers, leaders, captains etc. Add the names of the key decision-makers to your marketing list. Verify the address while you are on the phone obtaining the key decision-maker’s name. This will ensure that you will be mailing to the right address. Occasionally, the address in the phone book is not accurate.

Step 3: Contact the Target

Now you need to go after the prospect. If you are calling on the phone, the goal will be to get a meeting. If you are mailing a flyer, the goal is to get them to call, at which point you can try to get the meeting. In marketing, there is a general principle called the three second rule which simply means you have a very short window of time to communicate your message. If you choose direct mail, you have approximately three seconds to get their attention. If you choose to telemarket to your audience, you have a few more seconds to make an impression but it is still very short. Make sure you can tell your story in few words.

If you are making a flyer or postcard to mail, here are a few suggestions:

• 1. The embroidery sample should be the first thing they see. The beauty of embroidery is why we got into this business in the first place. It is what will get your prospect’s attention also.
• 2. Make them an offer. Promotions such as “buy one get one free” or “25% off your first order” are very attractive offers.
• 3. Give them a deadline. Limited time discounts create a sense of urgency that will get them to call now otherwise they may get busy and forget.
• 4. Have a call to action. Tell them to dial your number! Don’t forget to make your phone number large and prominent!

Step 4: Make the Presentation

The meeting may be in your shop if you are in a commercial space or it can be at your prospect's office if you are working from home.

In either case, here are a few suggestions:

• 1. Do your homework. Find out the specific needs of the potential customer and prepare materials to meet their needs. For example: cheerleading teams in the winter require warmer attire, so market sweatshirts instead of T-shirts. Bring samples to your meeting or have pictures to show them. Just remember that to find out what they need, you have to ask them first.
• 2. Get their attention with quality samples of embroidery. Nothing sells better than samples. Keep in mind that the best sample is one that is specific to their needs. Use their colors, mascots, logos, etc., to get their attention.
• 3. Make an offer they can’t refuse. If your prospect has the potential to bring significant orders to you, create a custom sample just for them. Offer this item free to the key decision-maker. This will accomplish two things: establish a relationship with the customer and serve as free advertising for you each time the customer wears the apparel.
• 4. Close the deal. Here is the four word key to success in sales: ask for the order. This is more easily done conversationally such as “how about we embroider a dozen of these shirts for your sales team?” rather than a stiff “would you like to place an order?”. Asking for the order gets easier each time you do it.

Step 5: Follow Up

The average prospect requires 3 contacts to respond. If someone gives you an order on the first meeting, someone else will need five contacts before they buy. Perseverance yields success. Keep your marketing list updated and maintain regular contact with these prospects. You’ll be surprised by how many orders you’ll be writing in the future.