Finding New Markets for Sublimation

It’s a new year,  and since pretty much every business owner wants every year to top the previous year’s sales,  you’re probably thinking about ways to increase your sales in 2019.   One way to increase revenue,  as has been discussed previously in this blog,  is to add sublimation to the decoration disciplines you offer.   Once you’ve added sublimation,  however,  you have to find places to sell the new products you can make.   That’s where this blog post comes in.

First off,  let’s assume that you did your research before you added sublimation,  so you already have some idea of what markets you might approach.   Maybe you’ve visited someone who already had a system to see how it worked,  or you joined a dye sublimation group on Facebook,  or talked to a company that sold sublimation supplies at a trade show.  So you understand what the discipline has to offer and what products might have potential in certain markets.   As with any piece of equipment or software you buy,  it’s always wise to figure out how you’re going to use it,  and how it can be made to pay for itself before you make the investment.

Once you’ve figured out what markets you want to approach,  the next thing to do is figure out how that approach should be made.   If you’re contacting current customers to let them know about new products you can now offer,  it may be as simple as sending out an e-mail.   All that e-mail would have to do is describe the new products that sublimation will allow your shop to offer,  maybe delve briefly into pricing and turn times,  and include a call to action (possible a percentage off their first order) that gets customers to call you to learn more.

If you are approaching a new market,  the approach might go better if it happened in person.    Say,  for instance,  you wanted to approach a local high school to try and get some of their team or club business.   One way to do this would be to find out who the buyer is for a particular organization you want to approach,  or if there is a buyer who handles all this sort of business.   Once you know who to approach with your pitch,  set up an appointment.  Do not show up unannounced.  Nothing can be more off-putting to people than someone trying to sell something who obviously does not respect anyone else’s time.

Once you have your appointment,  make up samples you can take with you.   Obviously, samples should be made that reflect the kind of merchandise you think the club will want,  as well as showcasing the best work that you can do.  Include a simple one sheet that details pricing,  turn times and art requirements.   Be prepared to leave your samples as well,  so they can be shown to other decision makers in the organization.

After the appointment,  send a follow up e-mail saying thank you for the time that was given to you,  and restate how you can be contacted if there are further questions.   If you were given any kind of information about when the organization might be making a decision,  let them know you’ll contact them on that date.   And then make sure to contact them when you said you would.   Don’t expect them to follow up with you.

The main thing to remember is that you’ve added a new decoration discipline to your shop because you’re excited about the possibilities for new products.  Make sure you share your passion and excitement about what can be done with sublimation with your potential customers.  The more excited about the prospects that you are,  the more excited your customers are likely to be come,  and customers that are intrigued and excited about possibilities are more likely to buy.