Embroidery Transformation: Part II Embroidery Project

The result is that embroidery does make a difference and you must impress this upon your customer. In the case of a small business or corporate client, you need to present the image enhancement angle. You aren’t just selling garments with logos. Instead, you are providing a positive way to enhance their company’s image. If they wish to reach more people in a productive manner, then you have the solution. A staff shirt or work uniform is very dull by itself. Certainly it’s functional, but it accomplishes little more than to cover someone’s body with fabric. Add embroidery and not only does the value of the item increase, but so does the eye appeal. This in turn raises the image level of the company associated with the uniforms. Outward appearance is a perception of the company’s core composition. If an organization looks successful, then an assumption is made that they are successful. In addition, this approach provides quality advertising and promotion.

In the case of the corporate market, logos are an important part of the marketing process. Why are the so important? The idea behind a logo is to develop a symbol or icon that is associated with the particular business. Ultimately, it’s the creation of a brand. How successful the brand awareness program is depends upon the marketing efforts of the company. If they hide it, it will never been seen or recognized. If they display it in a positive, professional manner, then their customers will learn to associate the logo with the company. The elegance of embroidery can make it happen.

So your approach to the small business and/or corporate customer is to sell them on the image enhancement and brand awareness reality of embroidery.

Now let’s look at another embroidery spin for a different market – school sports. When heralding the value of embroidery to the team players, you use the approach that embroidery is an intimidator against the opposing team. For example, if the football team is traveling to an away game wearing high value embroidered caps, jackets, and shirts, there will be an instant intimidation factor as they step off the bus. The opposing team is always trying to size their competition. If their first glimpse is to see them emerge fully decorated in high quality embroidered apparel, it can make a difference. If an organization looks successful, then the assumption is made that they are successful. Winning apparel implies winning performance!

I also know that some coaches have the philosophy that the team plays better when they dress like the pros. I’ve had baseball coaches, for example, order specific brands of caps simply because the pros wear them. And of course they have to be embroidered, because that’s how the professional teams do it. They know it builds pride and esteem within the team if they look professional on the field. So here is yet another way to put a positive, upscale spin on the embroidery angle.

To effectively sell embroidery, you must always be looking at how to put a spin on it. Everything you sell has a special enhancement characteristic: positive image, advertising, promotion, heirloom gifts, souvenirs, team spirit, etc. Approach each sales opportunity with your marketing and psychology gears in motion. Be ready to turn the ordinary into the extraordinary.