Split Personality: Am I a Promotional Prospect Salesperson or a Uniform Salesperson? You can be both!

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Uniform dealers are seriously considering the inclusion of promotional products into their mix, and the once-referred to ad specialty salesperson, now referred to as a promotional products distributor, is looking at the uniform market as a potential for a bigger slice of profit pie. Is this all wrong? I dont think so. I believe it all stems from relationship building. Clients want to do business with people they know, can trust and who treat them fairly. Whether it is a uniform dealer selling promotional products or a promotional products distributor selling uniforms, the opportunities for either will only exist based on the relationships you build.

Is it a uniform or a promotional product?

Lets just think in terms of awareness. What does that have to do with uniforms? Two initial key elements come to mind, (1) security and (2) service apparel. Post-Sept. 11, more companies are thinking of how their employees interact with the public. As an example, as kids we are always taught never to open the door to a stranger. As adults, you sometimes have to let the employee from the oil company in the house for the occasional burner cleaning, but dont you feel more secure when that serviceperson is wearing an identifiable uniform. What about when you are staying at a hotel and you call for room servic; can you imagine if the room attendant comes to your door in a t-shirt and cut-off shorts? In the past, the owner of the oil company or purchasing manager for the hotel chain would purchase uniforms from a large uniform company or go the route of a rental company. But now, uniforms can often involve the same level of creativity as a promotional products campaign. As promotional product distributors, or uniform dealers, you are creative or at least have a few creative juices flowing otherwise you would not enjoy the business. So why not extend your horizons and ask those very same customers you deal with day-to-day how you can assist with all their uniform or promotional product programs?

Who else purchases both uniforms and promotional products?

Car dealerships, casinos, construction companies, golf tournament operators, hospitals, marathon sponsors, restaurants, spas and sports stadiums to name just a few. Any company that desires a clean approachable staff presence are uniform prospects. Any company interested in using its logo on apparel is a promotional product prospect. Not so far removed at that level.

Know the Market

Promotional Products Association International recently reported that, out of the 29.5% market share apparel had, on the overall product categories sold to end-users or clients, the mix of items remaining popular were t-shirts, golf shirts, aprons, uniforms, blazers, headwear, jackets, neckwear and footwear.

Cracking the uniform and promotional product combination market may seem a bit challenging at first to break into, not from the perspective of the apparel involved, but rather who the players are within any particular company. For example, you may approach a large casino in your area and there may be one individual in charge of the buying decision for the security staff, another for hotel staff, another for the valet staff and yet another for gaming floor staff. Truthfully, this should not sound any different than the often missed opportunities to sell vertically with a large company.

What are some examples of uniform apparel that doubles as a promotional product?

Aprons
Blazers
Hats
Jackets
Overalls
Reflective Clothing
Safety Vests
Scarfs
Shirts
Shoes
Sweaters
T-Shirts
Ties

Doesnt sound too daunting a list does it? Many of the uniform apparel mentioned above are actively available in the promotional products marketplace already.

Do the buyers want trendy merchandise?

In most situations, yes. Sure there are the traditional tried and true styles, but most buyers are conscious of what their wearers will be proud to wear, especially if they are among those adorning a uniform on a daily basis. Most buying decisions today are based on the trends seen in online or offline retail environments. When selling uniform apparel, dont forget about the accessories. Items such as aprons, hats and ties are just as important as value-added packaging on the traditional hard goods side of the promotional products business. Remember, people want comfort, good appearance, quality and all at a fair price. If they like it, theyll wear it.

Arent there fabrication differences to consider for uniform sales versus give-away promotional products?

Yes. Lets review some important nuances you should be aware of. Different occupations of course require varying degrees of protection for the wearer. Many industrial companies need to comply with standards set by OSHA, such as special requirements for flame-retardant and reflective clothing. You will also want to become familiar with stain- and wrinkle-resistant fabrics, which have become increasingly popular. Invista is one of the leaders in stain resistance and produces a high-tech fabric protector identified with hangtags noting, Teflon Fabric Protector. Others are available from the3M Company, Millken and Burlington . For further guidelines, you can look to both the buyer and from the apparel suppliers themselves.

What about size ranges and measuring?

Often times, promotional product distributors steer away from including uniforms into their sales mix because they have heard nightmares about accommodating size needs. Well that worry should be long gone. Supplier companies such as Tri-Mountain in California is just one company which carries shirts and jackets in size ranges up to 6XL for men. Even better, they are also one of many suppliers who carry both womens and mens sizing. Years ago, sizing a group of employees or service staff was more challenging because you and the buyer would find yourself guessing as to how many mens smalls you would need to accommodate the smaller-sized ladies and so forth. Another consideration regarding sizing should be the supplier you intend on entrusting your apparel purchases to. If you are considering using a supplier you are unfamiliar with, be sure to double-check their inventory policy or product depth on the styles you are considering for a program.

Is there the need to dust off the sewing class file cabinet in your head, perhaps? There are many helpful guides, such as the one listed on the Edwards Garment site, to assist you in properly measuring apparel items such as custom-hemmed pants and dress shirts. A few of the very popular apparel mail-order cataloguers are also great sources of reference. Most of the situations you will run into for uniform apparel will not require you to have a degree in sewing economics, so dont let this keep you from entering the market.

Building Relationships

Relationship building with suppliers is key in any business and should be especially top of mind regarding a successful uniform or promotional products program. Lets speak about price competitiveness for a minute. How will you gain the edge without reducing your margins too much? When discussing pricing with your uniform apparel suppliers, inquire not only about volume discounts for the launch of your key programs but also for related reorders. Knowing where you stand on pricing in advance will be helpful for your uniform business, as orders may occur over months or even a couple of years for the same piece. Also, remember to look at the entire costs surrounding a uniform program such as:

Supplier fill-rate capabilities
Private label needs
Individual polybagging
Decorator costs
Fulfillment
Distribution to multiple locations

The ability of your primary supplier to ship product when you need it is vital to your programs success. Should you find yourself purchasing fill-in inventory from alternative suppliers all over the country, that $.30 per shirt you thought you were saving by initially selecting a particular primary supplier just flew out the window. Sourcing your product and building a relationship with a primary vendor who has deep inventory at fair prices is a much better approach than constantly feeling the pressure of filling the holes in your boat. Tip: When approaching suppliers for price concessions, remember suppliers need to make money too. If they dont, they wont be there for you to depend on.

Creating A Successful Program and Repeat Customers

Have you ever walked into a client meeting and during the first five minutes you have already predetermined what you think they like, including their style hot buttons, only to be completely surprised? It has happened to me. One example I can recall was a financial services group. At first, the buyers, by their appearance and demeanor, appeared very conservative, only later to be asking for the most whimsical apparel product imaginable. Who knew? Bottom line is that many of your clients for uniforms are seeking the WOW factor, which they equate somehow to return on investment. In essence you are consulting with the client to enhance their mood, atmosphere or theme.

Show them a range of apparel options and price points and let them guide you. See suggestions in the sidebar on page 102.

The Value Proposition – Yours and Theirs

Customers first. What is important to both the uniform and promotional product customer? Consistent brand integrity is of utmost importance. In recent years, there has been a shift from uniforms purchased primarily by those in the manufacturing sector to those in service industries. With that shift has come an increased need to maintain an image consistent with who a company is. The added value you present to potential uniform clients is the ability to maintain consistency for them as their consultant. Consistency should become part of your value proposition message to all new uniform targets. Think of branding from the customers point of view. Imagine a national chain of dealers all wearing varying shades of blue golf shirts, all having inconsistent embroidered logos done by various embroiderers throughout the country and at different costs to the corporation. Is this a positive for those budget-conscious purchasing managers, and how can you improve things?

How may adding uniforms bring an additional value-add for you? Lets take a look at the industry overall. The uniform industry is reported at between $10 billion and $15 billion, according to Barrington Research and the Census Bureau. Just think, if you were to review the possible uniform targets available within an hours drive from you in any direction, I think you would be pleasantly surprised at the opportunities for you to capture your share.

Profit from Uniforms

Making a profit from selling uniforms is largely based on the numbers. The quantity of initial program participants will play heavily on the reorder opportunities. In the uniform business, reorders are what you look for. If you are selling a uniform program to a small single-location restaurant, the opportunity for repeat business due to employee turnover wont be as great. Also, dont forget about seasonality. Over my career, I have dealt with many distribution companies who outfit their drivers with everything from golf shirts and hats for the spring and summer to a heavier-weight hat, sweatshirt and jacket for the winter months. I used to really look forward to those changes of season. Start making your own list of current and prospective clients whose workforce apparel would be affected by season changes.

Dealing with buyers for a uniform purchase is really no different than those dealt with for promotional products they both want value for a fair price. Buyers also want to entrust their uniform business to someone who cares enough to fully understand their needs and that of the wearer. Most uniform items will take quite the beating, enduring repeated washings and encountering all kinds of inside and outside elements, so promote the strength of your supplier relationships and your commitment to stand buy what you sell, and the margin opportunities will be there.

Getting Started

Getting started is easier than you think. All you need is an open mind about the uniform and promotional product combination market and the willingness to vertically sell yourself and your companys capabilities within your active client base to be successful. Chances are that the current buyer you are dealing with for promotional products can head you in the right direction for whom to speak to for uniforms, and vise-versa; just ask. A wonderful advantage of cross-selling is that you can tell the new contact that you have been servicing their parent company, or another division, for quite some time for their uniform or promotional products, and now would like to share your service excellence with them. Put your foot in the door and start being proactive about selling, and start enjoying your piece of the uniform and promotional productions combination profit pie.

Tamara Borello, MAS

Tamara is the CEO of Promotional Products Center. An 18-year veteran of the promotional products industry, she served on both the distributor and supplier sides and has earned a designation as a Master Ad Specialist. She and her organization actively work to support distributors in and out of the promotional products industry.

Tamara may be reached at: [email protected]

Above story first appeared in MADE TO MEASURE Magazine, Fall & Winter 2004 issue. All rights reserved. Photos appear by special permission.
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