Embroidery Talk Has Moved!

How to Market Your Business

15th October 2007

How to Market Your Business

As many of you know already, machine embroidery businesses come in all shapes and sizes.  For every business with 300 heads there are probably three or four that are much smaller.  Often companies of many different sizes can be in competition for the same piece of the market.  The businesses that are ultimately successful are the ones that set themselves apart from the pack.  Today, I’d like to discuss a few ways to do that.

 One way to set yourself apart is to provide a positive experience for your customers.  Sometimes it seems that good customer service is the exception rather than the rule in today’s marketplace.  Customers have become accustomed to being kept on hold, to companies that don’t listen, and to work that arrives late or is defective.  If you want to set yourself apart from the pack, and generate lots of referrals, make sure every contact your customer’s have with your company is a positive one.   Take the time to get to know your customers and listen to what they’re telling you.  It may take a few seconds more, but the rewards are worth the extra time.

Another way to set your business apart is to remember the old expression “you never get a second chance to make a first impression”.  Keep this in mind and scrutinize every aspect of your business.  If you have a shop, is it clean and inviting? If you work from home, do you have a separate line for business calls? If you have employees, how do they dress and how do they interact with customers?  What does your brochure or business card look like?  Do all the elements of your business identity come together to present a pleasing whole, or are you using one company logo on one brochure and a different logo on another?  Small details can be the making of your business and have a big impact on the first impression people have of your company.  Pay attention to these details and you can ensure that first impression is a good one.

One of the best ways to set yourself apart is to become well known in your community.  Get involved in community events, and get to know the movers and shakers in your town.  These are the people that could throw business your way.  You should also keep in mind that your community can extend far beyond the physical location of your business.  Machine embroidery forums are a great way to make contact with other machine embroiderers.   Other embroiderers may pass along orders or recommend you for jobs.  They don’t have to live in the same city, or even the same country for that sort of thing to happen. 

 Finally, I’d like to give you a tip from my personal experience.  As Director of Marketing for Ensign Emblem and EnMart, I’ve learned that you always have to treat every project and every occasion like it is going to lead to a million dollar sale.  Contacts and jobs can come from the most unlikely places.  The trick is to be prepared and to present yourself in the best manner possible at all times.  You never know where the next big job will come from, so make sure you’re ready to sell yourself and your business at any time. 

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