Apparel Presentations that Win Business
by Bob Pierce, 10/22/2004
When you’re working to get new business from a customer, being in the right place at the right time is at least half the battle. The other half is knowing the right products to present when you’re in front of him.
If your customer wears $150 golf shirts in mercerized cotton, should you present polyester? If you want to impress a customer, show him what he really wants to see. You must learn about the IMAGE the garments are expected to project – before you present.
How to know which products to present
Is the customer looking for business casual or board room? How quickly does the customer expect turnaround? You will save your customer’s time and yours by getting to know his business. You can accomplish this by doing your homework before the meeting and learning to ask the right questions:
Is this request for a long-term program or a one-shot deal?
Will you be required to stock inventory?
Does the customer have preferences regarding quality, name brand,
price, utility, color, etc?
Which products used in the past were successful? Unsuccessful?
What is the primary use for the garments?
Is the lead-time realistic?
Is the quantity realistic?
Will the order require customization (aside from decoration)?
Will the garments be subjected to less-than-normal treatment?
Who is the incumbent supplier?
Is the buyer an apparel expert or novice?
Your reputation is at stake each time you sit in front of a customer. For this reason, you should not show products until you understand the customer’s needs.
If your customer wears Armani, then present apparel that will reflect that image. If you present products that are below that quality, then your customer will likely not be pleased, and will have doubt about your judgment.
Make a checklist of questions to ask ahead of time
Get inside your customer’s head and put some thought into what he really wants to see. Ask questions by phone prior to your meeting.
The closer you are to presenting apparel that meets the customer’s needs, the more likely the customer will be to buy from you. And the more likely he will be to call on you again the next time he needs apparel. Taking the time to ask questions up front will save you time and money in the long run. Getting the new business because you took the extra time up front will make it worthwhile.