The salesperson you always wanted but could never afford

With DTF printing becoming more established within the industry, Jim Nicol, managing director of TheMagicTouch, has explained how using old sales practices could help build your business when used with this modern process.

For the past five years the industry has witnessed the arrival of the incredible DTF transfer process. Since its inception and continuous development, the only real issue has been choosing the right solution to match and exceed the expectations of the purchaser. The quality, durability and cost per transfer produced is truly exceptional.

However, DTF technology continues to develop and with everything from single-head to seven-head printers together with up to nine colour options available, many users forget the big advantage of digital transfer technology in having the ability to produce a ‘one off sample’.

Having the ability to produce one-off samples for target customer evaluation before committing to a purchase is a sales and marketing dream. Personalisation across many markets will continue to grow as demand is expected to double over the next five years. One major advantage of DTF is the low risk in terms of investment combined with the vast range of products that can be decorated.

DTF users have in the main forgot what an incredible advantage this is as a sales tool when targeting new customers or introducing existing customers to a wider range of products. Users need to fully understand the technology but also to equally understand and grasp the opportunity it offers in developing their short and long-term sales and marketing. It has never been easier to capture a customer’s logo/ design to create a personalised sample and insure it arrives on the desk of the right person. The response is always positive and improves direct contact.

In a world where creating product awareness has gone to new boundaries with the internet and social networks nothing will ever beat a personalised sample in the hands of a potential customer. We forget the magic words to the recipient of “No artwork, No Set-Up, Minimum Order is One, and the first ones free” and when targeting local businesses, the gesture is even sweeter.

DTF users need to fully appreciate the real opportunity this innovative technology offers. Having the ability to produce a range of easy to decorate products, other than just T shirts, helps to create awareness and cross-selling.

Consider DTF as the new salesperson that forces you to produce personalised samples and engage better with customers. Please note, the cost of such target marketing is tax deductible.

As with any new technology, DTF will attract newcomers to the market, as witnessed today with the growing number of start-up decorators opting to ‘buy in’ transfers and therefore only need a heat press to apply the transfers. Another good reason for established garment decorators to consider the upgrading of their sales and marketing efforts.

DTF technology for those involved has enabled users to grow their businesses profitably by helping them create and retain new customers who are offered more product choice. This is highlighted by the rapid growth over recent years of short-run production of umbrellas, beanie hats, high vis, bags, holdalls, notebooks and of course with T shirts and full workwear and apparel ranges.