It’s a common misconception that the most skilled screen printers are the wealthiest when it comes to selling t-shirts. A quick glance at the classifieds often reveals screen-printing businesses for sale, fueled by the assumption that printing custom t-shirts guarantees riches. However, few achieve true success. Many invest in equipment and master intricate designs, but stumble when it comes to effectively marketing their services.
A flawed marketing strategy can bankrupt even the most talented printers. To avoid this, proactively contact local schools and engage with coaches. They consistently need custom t-shirts for teams, camps, and staff. Don’t assume they’ll find you; your competitors are likely making the cold calls you avoid. The success of any print shop hinges on active outreach. Ask struggling businesses about their cold-calling frequency, and the answer will likely be disheartening.
Regardless of the product, I always emphasize focusing on the value you offer: saving customers money, time, or simplifying their purchasing process. Assuming you understand your target audience, if you can genuinely make buying from you easier than from your competitors, you’re already 90% of the way there. If not, adapt your approach. For custom t-shirts, this could mean offering faster turnaround times, free artwork, or waived setup fees – anything that distinguishes you from the competition. Blending in guarantees obscurity and prevents customers from changing their existing buying habits.
People resist change, so make it effortless for them. One salesperson, inspired by a seminar, took this to heart by bringing a laptop on cold calls and creating free artwork on the spot. Securing artwork approval from a decision-maker on the spot practically guarantees a sale. While not everyone can create artwork instantly, the principle remains: be unique, stand out, and offer personalized service. Remember, in sales, ‘if you aren’t the lead dog, the view never changes.’ Take the initiative and aggressively sell your shirts.