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How to Sell Career Uniforms (And Turn a Good Profit As a Distributor!) WHY THIS MANUAL?

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How to Sell Career Uniforms (And Turn a Good Profit As a Distributor!) WHY THIS MANUAL? How To Sell Career Uniforms (and turn a good profit as a distributor!) 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 ExecutiveApparel family of distributors! Sincerely, Donald Singer, CEO Executive Apparel 2 How to Sell Uniforms (and profit as a distributor!) by 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 3 How to Sell Uniforms (and profit as a distributor!) by Executive Apparel AN INTRODUCTION TO UNIFORMS 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. 4 How to Sell Uniforms (and profit as a distributor!) by Executive Apparel 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 theend-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. 5 How to Sell Uniforms (and profit as a distributor!) by Executive Apparel WHAT IS CAREER APPAREL? Branded Professional Clothing designed to achieve a Recognizable Staff or Group Presence. 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 6 How to Sell Uniforms (and profit as a distributor!) by Executive Apparel 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 7 How to Sell Uniforms (and profit as a distributor!) by Executive Apparel WHY SHOULD YOU SELL CAREER APPAREL • 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 8 How to Sell Uniforms (and profit as a distributor!) by Executive Apparel WHAT TO EXPECT FROM YOUR CAREER APPAREL SUPPLIER • 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 9 How to Sell Uniforms (and profit as a distributor!) by Executive Apparel ACTIVE MARKETS YOU MAY ALREADY WORK WITH • Banking & Financial Organizations • Recreational Facilities • Healthcare Facilities • Automotive Sales • Clubs & Groups • Transportation • Institutions • Supermarkets - Grocery • Restaurants - Bars - Lounges • Parking Facilities • Professional Organizations • Casinos - Hotels • Trade Organizations • Event Venues & Arenas • Schools & Colleges • Cruise Ships • Fraternities - Sororities • Airlines • Leadership Groups & Clubs • Tour Guides • Entertainment • Limosine Companies • Travel Industry • High Level Security 10 How to Sell Uniforms (and profit as a distributor!) by Executive Apparel 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! 11 How to Sell Uniforms (and profit as a distributor!) by Executive Apparel HOW TO REACH YOUR NEW CUSTOMERS • 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 12 How to Sell Uniforms (and profit as a distributor!) by Executive Apparel 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 13 How to Sell Uniforms (and profit as a distributor!) by
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