Sunday, June 16, 2019Embroidery's Voice and Vision

- Embroidery Business Success Tips

Chris

Join Joyce Jagger, The Embroidery Coach, as she simplifies the business of embroidery into easy-to-understand lessons for the new embroiderer. Her passion is to help get new embroiderers off to a quick start and help existing embroiderers improve their skills so that they can provide higher quality embroidery and increase their profits! Find more information about Joyce at www.TheEmbroideryCoach.com or connect with her on Facebook at www.facebook.com/TheEmbroideryCoach.

Stand Out From the Crowd

A customer comes into your store, you do your best to make them happy, and then you send them on their way with a smile. Now what? How do you keep them coming back? And how do you attract new business? There are three ways to grow your business and stand out from the competition, and none of them involve price. So many embroiderers think low prices are the only way to build up business, but if you ask customers what is important to them, most will say it is quality and customer service. Price can be important, but it’s not at the top of the list.

 

1. Commit to Quality

The No. 1 way to keep your customers coming back is the quality of your work. It’s very important to offer the highest quality embroidery you can, and do what you can to make yourself a little different than your competition.

 

Here are a few, small steps you can take to make your finished product look just a little bit better and help you stand out from the crowd:


1. Make sure your embroidery lies flat and doesn’t pucker.

2. Remove the dots from the i’s.

3. Use a topping on your knits to make the threads stand up instead of sink in.

4. Steam the hoop mark out of your garments.


2. Create a Good Follow-up System

The easiest way to keep your name in front of your customers is to create a follow-up system. When they purchase something, you need a way to check in to make sure they are happy and to give them a reason to come back.
 

It’s not hard to create, but it does take a little time and thought to get it together. The best way is to purchase an automatic emailing system, create a good follow-up series of emails and then send out broadcasts when you are having a special offer, an open house or other promotions you want them to know about. 


A follow-up series is very important if you want to keep your current customers coming back, to help them remember you when they are ready for another purchase and when they planning a promotion.

 


3. Focus on Marketing

Marketing takes time, patience and consistency. Your business will not grow by itself; you must take action to make it grow.


Many large businesses have a dedicated marketing department, but when you are a small-business owner, you are your own marketing department. It is not easy to find time for marketing, but it is a must. As an embroiderer, I know how busy you are, and I also know all the demands on your time, but I also know that if you do not market your business, you will have no business.

 

People want to check you out, and aren’t willing to buy until they know more about you and learn to like and trust you. The pushy sales approach does not work anymore. Cold calling does not work. This is all old-school marketing, and you must learn to change with the times if you are going to stay in business.


Social media is the place to start: Facebook, LinkedIn, Twitter and Pinterest. Facebook is the most popular to get started with, especially if you are marketing to individuals. LinkedIn is the social media of choice if you are marketing to businesses or professionals. If you have a large female market, Pinterest is a favorite. Twitter is an overall platform that works for some business and not for others. The main thing to remember is to go where your market is. If your market is not using Twitter, then don’t bother using it. Create an account on each site to test out which works best for you; however, do them one at a time. Start with Facebook, and when you have that working, add another one.


A blog is also part of social media. Blogs are easy to get started using a platform like Wordpress. If you already have an e-commerce website, you still need a blog to market that website. This is where you write about your products and how they can benefit the individual or business. You can share pictures of your products and customers using them. People love to hear success stories.


You can talk about the new products or services that you have added to your business. You can share stories about your employees or you could create an employee spotlight where you talk about that employee and what they do to contribute to your organization.


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