how to sell career uniforms - executive apparel · 2018. 8. 9. · 5 how to sell uniforms (and...

How To Sell Career Uniforms

(and turn a good profit as a distributor!)

2 How to Sell Uniforms (and profit as a distributor!) by Executive Apparel

WHY THIS MANUAL?

The Executive Apparel Business Model

We sell the products we manufacture through professional distributors to companies and organizations that provide career apparel and school uniforms to end-users. This time-tested model positions a well-informed distributor as an advocate for the customer and an interpreter for both the customer and the manufacturer.

A good distributor facilitates a clear line of communication between the customer and the manufacturer—saving everyone time, energy and money. Being a distributor requires excellent communication and problem solving skills.

For apparel distributors striving to sell more by entering the career apparel arena we have created this How to Sell Career Uniforms guide.

Here we’ll focus on the many scenarios you may encounter when working with prospects We will offer guidance on how to find prospects, sell the concept of uniform programs and close the deal. We are sure you will find it helpful and return to it often for tips.

When you’ve finished reading it, we hope you will consider joining the Executive Apparel family of distributors!

Sincerely, Donald Singer, CEO Executive Apparel


TABLE OF CONTENTS

An Introduction To Uniforms . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

Our Company Profile . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4

What is Career Apparel? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

Why do your customers buy Career Apparel? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

Why should you sell Career Apparel? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

What to expect from your Career Apparel supplier . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

Active Markets you May Already Work With. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9-10

How to reach your new customers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11

Finding the Decision Maker. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12

Working with a Company Committee . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .13-14

How to Answer Difficult Questions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .15-22

Keeping Your Customers—The Golden Rules . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23

What is he Ideal Inventory Level for your Customer? . . . . . . . . . . . . . . . . . . . . . . . . . 24

Executive Apparel Collections . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25

Why should you sell Executive Apparel Products? . . . . . . . . . . . . . . . . . . . . . . . . . . . 26

Contact Executive Apparel to Become a Distributor . . . . . . . . . . . . . . . . . . . . . . . . . . 27


Everyone knows the people in the brown shorts and shirts who deliver our packages.

The UPS uniform is immediately recognizable. Many years of successful branding by UPS guarantees that the simple brown uniform remains truly iconic.

In the United States today over 32 million people go to work in some kind of uniform. Companies choose uniforms to make a professional first impression and build brand recognition.

Some customers you visit every day are wearing uniforms. Take notice when you enter a new establishment. Use the opportunity to open a conversation about branding. Take advantage of the opportunities you see and use your time to the plant seeds of new opportunity.

The career uniform market is growing exponentially through all economic turns and you can be a part of it by becoming an Executive Apparel distributor.

AN INTRODUCTION TO UNIFORMS


OUR COMPANY PROFILE

Executive Apparel is a manufacturer of career apparel and school uniforms with a network of over 1500 distributors throughout the U.S., Canada and the Caribbean. The company has been manufacturing tailored clothing in Philadelphia since 1934.

Executive Apparel’s distributors make up the sales force that sells our quality products to businesses and organizations where end-users wear them. Our apparel goes from the manufacturer to distributor to group buyer and finally to the end-users you see every day on the job, at schools or in their organizations.

Our in-stock line of traditional and trendy styles is a go-to collection for buyers who need quick service or minimal customizing

What truly sets Executive Apparel apart from other career apparel manufacturers is its unique custom design and customizing capabilities.

With this expertise we can meet the needs of our customers when in-stock items do not fit the image that is required. We create a custom look for your customer.


Career Apparel needs to be:• Functional for specific jobs

• Attractive & approachable

• Easily identifiable with branding: embroidery & logos

• Constructed well for daily wear & laundering

• Must offer quality & color consistency for many years

• Low Maintenance with minimal Dry Cleaning

WHAT IS CAREER APPAREL?

Branded Professional Clothing designed to achieve a Recognizable Staff or Group Presence.


WHY DO YOUR CLIENTS BUY CAREER APPAREL?

• To present a professional image

• To increase brand recognition

• To help customers or patrons identify employees

• To reward employees or group leaders

• To increase pride in the company

• To improve employee morale

• To project competence in their staff or group

• To serve a specific function

• To keep up with competitors

• To promote an event or marketing campaign

• To ensure employee appear neat & clean


• Career Apparel can generate high sales & profit margins

• Career Apparel sales offer excellent repeat business

• Exclusive long-term contracts are common in many industries

• Career Apparel allows you to sell a wide range of additional products to your existing promo-products buyers

• Direct sellers such as laundries have high employee turnover & often a need for replacement uniforms

• Opportunities to manage in-store inventory & take advantage of rush orders

• You can buy from Executive Apparel—a manufacturer who will support you with a great team of experts behind the scenes

WHY SHOULD YOU SELL CAREER APPAREL


• Experienced program advice

• Responsive personalized service

• Strong product knowledge

• Fashion forward styles

• Superior fit & quality

• Excellent availability

• Quick Delivery

• Drop Ship Options

• Competitive pricing

• Cost effective agreements

• Consistency in products & services

WHAT TO EXPECT FROM YOUR CAREER APPAREL SUPPLIER


ACTIVE MARKETS YOU MAY ALREADY WORK WITH

• Banking & Financial Organizations

• Healthcare Facilities

• Clubs & Groups

• Institutions

• Restaurants - Bars - Lounges

• Professional Organizations

• Trade Organizations

• Schools & Colleges

• Fraternities - Sororities

• Leadership Groups & Clubs

• Entertainment

• Travel Industry

• Recreational Facilities

• Automotive Sales

• Transportation

• Supermarkets - Grocery

• Parking Facilities

• Casinos - Hotels

• Event Venues & Arenas

• Cruise Ships

• Airlines

• Tour Guides

• Limosine Companies

• High Level Security


NEED MORE IDEAS? NO PROBLEM.

Private Clubs, Port Authorities, Bus Companies, Police Departments, Turnpikes, Railroads, Retail Stores, Military, Ocean Liners, Malls, Dept. of Transportation, Detective Units, Limousine Services, Airports, Municipal Government, State Government, Federal Government, Rental Car Agencies, Corporate Offices, Tour Guides, Travel, Real Estate, Oil & Gas Companies, Theme Parks, Race Tracks, Dealerships, Military Groups, Theaters, Security Companies, Trade Shows, Movie Theaters, Banks, Universities & Colleges, Sports Stadiums, Savings & Loans, Sports Teams, Museums, Choirs, Bands, Retail Stores, Orchestras, Drug Stores, Supermarkets, Hotels, Motels, Casinos, Insurance Companies, Veterans, Riverboats, Funeral Homes, Unions, Cruise Ships, Shriners, Restaurants, Fraternities, Fast Food Chains, Cleaning Services, Sororities, Fraternities, Parking Facilities, Clubs Sports, Hospitals, Nursing Homes, Hotel Bellhops & Doormen,

Golf Clubs, Medical Practices, Home Nursing Care

The List Is Endless. Uniforms Are Everywhere!


• Find opportunities with your established customer base

• Call & visit your local businesses

• Implement cold calling by your store managers

• Join LinkedIn and social media sites to identify prospects

• Maintain a presence online & be searchable on Google

• Use store signage announcing CAREER APPAREL

• Send a creative self promotional direct mail pieces

• Ask for referrals & testimonials from clients’ on past projects

• Attend & exhibit at local & regional trade shows

• Join Trade Groups & attend Trade Events

• Advertise in trade magazines, online newsletters, local newspapers,

billboards, direct mail, email, create a great website, run online ads

HOW TO REACH YOUR NEW CUSTOMERS


SPEAK TO THE DECISION MAKER

• Don’t Forget to find the person to “green-light” the project. Front Desk Manager? Food and Beverage Manager? Purchasing Agent? Branch Manager? School Principal? Athletic Director? Wardrobe Manager? Human Resource Manager? CEO?

• On the first call with the buyer, develop rapport

• If the buyer is not available, focus on setting a date to meet them

• Complete the fact finding stage of the sale first

• Ask questions & really listen to your client’s needs

• On the second call bring/send the appropriate samples

• Find out the preferred method of communication to facilitate a timely conversation that leads to a full sales presentation


THE COMPANY COMMITTEE

Decisions made by committee can be challenging to navigate. Some committees are comprised of people who see eye-to-eye but most committees exist to consider opposing viewpoints and negotiate solutions.

It helps to be able to speak to each member of the committee or to have open communication with them so you can answer their individual questions.

In your initial presentation you must make a strong case for a tailored uniform program vs. the “office casual” style that many people are familiar with.

Make the benefits of a well designed tailored program the focal point and touch on ROI.

Emphasize Value

• The boost to employee pride and the increase in performance as a result

• The longevity of a blazer vs. garments that must be laundered daily & the savings to end-users. (more money in their pockets also boosts morale)

• Brand Recognition = Priceless!


THE COMPANY COMMITTEE

In Your Pitch:Emphasize savings to the company:

• Cost savings over time

• Company sponsored purchases

• Emphasize the benefits of a good fit session to save time & eliminate returns

Educate about savings to the end-users:

• Machine washable garments save time and money

• Demonstrate your interest in supporting them after the sale

When presenting

Discuss values that relate to the specific types of garments they’ve chosen. If you have data in terms of savings or case studies based on other customers experiences—present that too.


• Can I get it tomorrow? (or yesterday!)

• How can I fit everyone properly?

• Can I get a lower price?

• I like this style & color, but I don’t need it right now. Can I get it in a few weeks?

• Can you make this in a special size & color?

• Can I return it?

• I tried this once before and it didn’t work out! Why would your program be better?

HOW TO ANSWER THE DIFFICULT QUESTIONS


Can I have it tomorrow? (or YESTERDAY!)“That is a strong possibility if we stick to In-Stock garments.”

Sometimes orders can be expedited. But sometimes they can’t for various reasons. In-Stock items from our catalog are usually available immediately and when an item runs low we make every attempt to replenish it before we run out.

Offer In-Stock products for the quickest delivery. Custom garments take time to produce and depending on the project can take from six to twelve weeks.

HOW TO ANSWER DIFFICULT QUESTIONS

A Semi-Custom project consisting of embellished In-Stock garments takes longer to produce than a project with in-stock garments but not as long as a full-custom job. Consult with your account manager to get details on project timelines to help your customer decide how to plan.

By remaining in constant contact with your customer and your Executive Apparel account manager you will be able to manage your customer’s expectations for the project.


How can I fit everyone properly?

There’s an easy solution

Just order a Fit Line for your customer. A Fit Line is one piece of every size. Ask everyone to try on a coat or pant and check out the fit.

If you want to save a little bit you can order one garment in every other size. When one size is too small and the next size is too big—you will know that the customer wears the size in between.

This is much better than getting tangled up in a measuring tape. Your customer will appreciate you saving time and eliminating most size exchanges.

Don’t worry if someone doesn’t fit perfectly in one of the sizes. Our pants are delivered unhemmed and many of them have a waistband stretch feature for comfort. Some companies also offer hemming and additional tailoring for their uniforms at work.



Can I get a lower price?The moment your customer asks you to drop your price s the perfect time to open a conversation about the difference in ROI for long-lasting blazers and career apparel versus less durable garments like tee shirts and polo shirts.

While they may have a little “blazer sticker-shock” having only purchased knit shirt programs in the past—they will start to understand the benefits.

Buyers don’t often think about how frequent laundering affects the life span of a garment when they are upgrading from casual to career apparel. Repeated laundering can destroy a knit shirt in a short time. The average life span of a polo shirt is a mere 8-12 months at best.

With proper care blazers and career apparel products last for years and makes a much more lasting impression on your clients and their customers.

Your buyer will begin to see that the pricing for higher quality garments is fair when they understand the long-term value, so don’t be too quick to drop your price.

Remind them—they only have one chance to make that valuable first impression!



Can I get this style and color later?

Yes! When you get your uniform from a proven uniform distributor you can count on the fact that it will be in stock for much longer than a season. We are not like a department store that only orders once a year and then sells-out.

Manufacturers and distributors in the uniform industry are agile and work closely with their buyers on program planning. They forecast the future of the program. They buy fabric in enough yardage and schedule cuttings to fill orders for the life span of the program. Reorders are anticipated and production on garments is completed in advance of the rush.

That means when you want the same style years from now, you can get it. You won’t have to change your program again and again. You can’t get that kind of service from your local chain store.




Yes!

Executive Apparel carries men’s and ladies garments in a wide range of sizes but you may want to make special extra large or extra small garments to fit in with your program.

Executive Apparel’s facility houses it’s own cutting and sewing workshop inside our 10,000 square foot facility in Philadelphia, PA. Check with our program consultants to get the exact answers for your particular program.

We can always produce a program with special style, size and color requirements if our low minimums can be maintained. There may be when sourcing new fabrics and notions.

Can you make a special size in a special color?


Can I return it?

Yes! Executive Apparel garments purchased from stock an be returned within 60 days without a restock fee as long as:

The garments have not been worn

The garments have not been altered

Original bags and tags are included

You have a Return Authorization Number (RA#) issued by an Executive Apparel customer service representative.

Be sure to tell your customer before they design a custom order that suppliers of embellished, custom or altered garments in the uniform industry do not accept returns. Urge them to pay close attention to all details of their project to avoid costly problems.



Ask your customer if they would share more information with you as to why it didn’t work out? Lead the conversation to determine if the problem occurred because of the product or the process.

• Product: We have Excellent Quality Products Executive Apparel garments a high quality with expert tailoring. All of our signature collections have distinct features and advantages for various types of programs. Open the door for a full presentation by citing highlights of each of our brands.

• Process: We Have 85 Years of Developing Better Processes Assure your prospect that Executive Apparel distributors are trained to advocate for the customer by explaining in detail all he steps along the way and discussing their expectations from the start. Detailed information about why the manufacturer’s procedures are handled as they are will help them understand the supply chain process. They will feel better knowing that our signature attention to detail will ensure that their program runs smoothly.

Don’t forget to ask for an opportunity to make a presentation if other company stakeholders must be

convinced before moving forward.


I tried this once before and it didn’t work out. How will your program be better?


• You know this one. Under Promise & Over Perform!

• Be available when they call or respond quickly (with answers) if you can’t be available.

• After the sale follow up with a thank you note or a small gift if it is appropriate.

• Follow up with a phone call to get valuable feedback on the product and services.

• If any problem arises solve it as quickly and calmly as you can.

• Don’t be just a uniform salesperson to your customer.

Be an Image Wear Expert! When your customer can visualize the uniform program as

An Imagewear Program that supports their Company Branding then you will have the best chance at winning the deal!

HOW TO KEEP CUSTOMERS(or... The Golden Rules!)


An important part of planning the program to set you up for success is determining how deep to stock inventory. Last minute re-orders are costly and take time. A program that runs out of garments can dissuade a customer from working with you again. Take these steps

• Executive Apparel can provide a suggested model inventory tailored to your operation based on data collected from our previous programs.

• Executive Apparel can also help initiate an in-store stock program for promoting your group sales.

• Executive Apparel can recommend size ranges and colors to suit your customers needs

• To determine which sizes to stock Executive Apparel can help you put together Fit Lines. A Fit Line is a collection a style of your choice, like a blazer, in various sizes that you show your customer to estimate fit and sizing. This will ease the fitting process and insure that you are keeping the right range of garment sizes in stock. Some distributors prefer a full fit line consisting of every size in the collection and others buy a half fit line which consists of every other size.

• If your customer is switching suppliers for a program they will have some information on stock levels that you can discuss with them. Review it thoughtfully and adjust it based on company staff changes since last deployment.

WHAT IS AN IDEAL INVENTORY FOR YOUR CUSTOMER?


EXECUTIVE APPAREL COLLECTIONS

Our Signature BrandsThe UltraLux Collections: UltraLux Classic 100% Polyester and UltraLuxMotion Stretch Polyester are our most popular blazers. Available in 11 colors including 5 Brights and our newest color Carolina Blue!

The Easywear Collection made from a 70/30 polywool blend. In 10 colors traditional colors with a few bold colors mixed in like deep red and royal blue. We also have vest, pants and skirts in some matching colors.

Optiweave is a sophisticated collection of suiting separates made from a breathable polywool stretch fabric blend. Rich colors including black, navy and charcoal provide an elegant presentation for upscale uniform.

EcoTex Recycled Polyester suiting separates. For eco-conscious clients consider this handsome collection of blazers and pants. Available in a rich navy blue and classic black, each piece is tailored perfectly. Perfect for the front desk staff and a strong first impression.

The Gourmet Collection features elegant washable black polyester vests, pants and accessories for the hospitality industry.

The Better Blouse Collection was designed with real working women in mind. Drawing inspiration from current trends and classic styles and constructed from easy care fabrics. Pairs perfectly with our career suiting.

School Uniforms & Blazers

Elite™ Schoolwear is the leader in Blazers for school uniforms. With tailored blazers for kids from kindergarten to college and coordinating apparel—designing the perfect school or group uniform program is simple.


• Our Quality In-Stock Collections include blazers, vests, shirts, blouses, skirts, skorts, pants and accessories.

• We can customize any In-Stock garments in any quantity.

• We stock large quantities of the most popular styles and sizes to accommodate last-minute orders.

• We are a full-service custom design house complete with fashion designers, sourcing and production experts and extensive customizing capabilities.

• We provide skilled, low cost, production management for large programs. Domestic and overseas programs are available.

• Our expert customer service department as years of professional experience and hands-on expertise to help you through any aspect of your project.

Start selling image wear to Corporate, School and Promotional Apparel Buyers today!

Why Should You Sell Executive Apparel Products?

2150 Kubach Road, Philadelphia, PA [email protected] 800-227-3932executiveapparel.com/become-a-distributor

Thanks for joining us. We look forward to working with you!

how to sell career uniforms - executive apparel · 2018. 8. 9. · 5 how to sell uniforms (and...

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