Most people would say that the rule of thumb about how long you have to make a first impression with a prospect is a maximum of 30 seconds. If you think that that 30 seconds begins when you shake a hand and introduce yourself, you are wrong. What are your sales representatives communicating before they have even had a chance to speak? This is common sense to anyone heading into a job interview, but often gets lost when companies are looking to outfit their teams. What impression are your clients and prospects forming when they see your team in the logo wear you have provided them?
You see, the question is not whether an embroidery and screen printing shop can provide you with cheap apparel. We all can do that. The real question is: can you live with it?
So what are the basic expectations of a logo wear provider? For about 70% of the prospects who call our shop, they seem to be:
- The embroidered shirts, hats, or jackets will look decent when pulled out of the box.
- The embroidery or screen printing will resemble the original design when staff tries them on.
- Timely delivery
- Inexpensive
Let us paint a possible outcome that satisfies those expectations. Your company buyer orders $2000 worth of logo wear through an online vendor whose prices seemed most attractive. The boxes of embroidered jackets and polos arrive two weeks later. Things look great right out of the box. Upon closer inspection, you notice that the part of your logo that should be burgundy is looking a little too close to purple. A month later, your sales reps stop wearing the polos because the fabric is pilling up. You look at one and notice that the shirt seems like it is now two years old, not one month old. Your company mascot in the logo no longer seems to be smiling, but merely grinning and bearing it.
This is a corporate branding decision that gets worn into live conversations with potential buyers. Why would you want to get into a position where your company logo is compromising your image?
Here’s how you can raise the expectation level and avoid this situation:
- Reorient your decision-making process toward buying quality. Quality logo wear will last longer and look better.
- Get to know your embroidery and screen printing shop and see if they control their production. Quality embroiderers and screen printers take pride in their work and know that happy clients are repeat clients and can refer business. They won’t let poor quality work leave the shop because they know it will cost them a future order.
- Ask to see the quality of your vendor’s work. Most shops can show you samples from other jobs that should help you determine your confidence level.
- Ask to see the quality of your vendor’s recommended apparel. We will often visit a client with samples of new and worn garments from different vendors so that our clients can make a side-by-side comparison of features and durability.
If you follow those simple steps, you will find your way into quality corporate logo wear. In so doing, your clients and prospects are likely to have confidence that quality is something your company prioritizes and provides.