Successful Sales Calls VI Embroidery Project

Let’s discuss a marina as an example. Here is the customer data that I’ve already collected for you. The Seaport Marina caters to large yachts. They have 50 slips that are rented out year-round and 20 transient slips (short term). Many larger yachts stop here for fuel, provisions, laundry service and shore time. Typically, they spend the night in one of the transient slips. The marina provides maintenance services and has a ships store. It’s located in a historic fishing village that is a major tourist attraction.

The sales process

Identify and analyze the customer

Typically the marina will have a ship’s store, which is a cross between a small grocery and a marine parts store. Local boaters as well as transient boaters depend on the ship’s store to supply their needs. Most of these stores sell apparel with the marina logo. For the local boat owner such merchandise is a way of showing off to the world that they own a nice boat. For the transient boater, logo’d garments serve as souvenirs for their travels. In both cases, embroidery will be associated with prestige. And to top it all off, souvenir apparel serves as income-producing advertising for the marina. That’s a neat concept: people paying you to let them advertise your business. This is a key point to store away in your memory for application to other potential sales opportunities.

Typically the marina will have a ship’s store, which is a cross between a small grocery and a marine parts store. Local boaters as well as transient boaters depend on the ship’s store to supply their needs. Most of these stores sell apparel with the marina logo. For the local boat owner such merchandise is a way of showing off to the world that they own a nice boat. For the transient boater, logo’d garments serve as souvenirs for their travels. In both cases, embroidery will be associated with prestige. And to top it all off, souvenir apparel serves as income-producing advertising for the marina. That’s a neat concept: people paying you to let them advertise your business. This is a key point to store away in your memory for application to other potential sales opportunities.

Identify potential products for the customer

For the uniform shirts, you might want to consider 50/50 since it launders better. On the other hand, if they are worn outside in the hot summer sun, then 100% cotton is better. Speaking of launderability, consider white since it can be bleached routinely. Typically, a promotional weight will be more appealing due to the cost. For the polo shirts that are sold as souvenirs, heavyweight, 100% cotton, will definitely be the most appealing since the purchaser will typically be of a high income level, preferring high-end garments. The same thought process should be applied to caps. If they will be worn by the staff in direct sunlight, light colors with an extended bill will be appealing and practical. The one exception would be for the mechanics. They prefer black caps, since they don’t show dirt. (Lighter colors will show greasy fingerprints.) Consider ordering samples of these products, as the real thing is much more effective than a picture in a catalog.

Plan the sales presentation

Using the information that you have created, create a list of products with key selling points for each one. Why the product is beneficial and its purpose. Also create a price list for each of these items. Obtain samples of the key components. Create a list of alternative ideas, finding the items in catalogs and marking the pages. Create a script for the presentation. Decide what you will wear and make sure it fits into the presentation: probably a nice polo shirt with your logo and khaki pants, or even shorts depending upon the customer. Also put together samples that you have done for other businesses – your portfolio. In addition, choose some interesting stock designs that could be offered as well, especially for the ship’s store. If the marina does not have a logo already, you should make suggestions about creating one using some of your stock designs. Think of other value-added ideas. For example – sew the logo on the left chest and a name on the right chest for the uniform shirts. Each sewn name adds more dollars into your pocket.

Be sure to research the client. Find out how long they have been in business, important facts and figures, etc. Memorize it so that you can quote it back to the client if needed. Most customers are impressed when they find that you took the time to learn such information.

Make the presentation

Ask for the check

Follow Up