Don’t Sell on Price, Sell on Value

We all know that sublimation isn’t always the cheapest way to decorate an item.  There are costs associated with purchasing blanks and purchasing inks and paper and printers and all the rest,  so sublimated items can’t be sold as cheaply as items decorated by other methods.   The other side of that coin, however, is that sublimated items are dishwasher and microwave safe in a lot of cases,  and the decorations that are added to the garments or the hard goods may often outlast the goods themselves.   Still, despite the fact that sublimation may offer brighter, more vibrant color and more durability,  your customers may ask you why the guy who does inkjet transfers down the street can imprint 12 mugs for less than you charge,  or why shirts from the kiosk guy in the mall are priced more cheaply than the shirts you offer.

Let’s face it,  there’s always going to be someone who will offer to create goods for a cheaper price.  It’s easy to get caught up in a sort of bidding war,  but that’s not the way to approach this problem.   The best way to get a fair price for what you sell is to educate your customers.    Explain what sublimation is and the value of a sublimated good.   Show them that while they may be paying a little more for the items they’re buying,  they’re also getting more value too.   Make the following points:

  • Sublimation ink dyes poly fabric – so there will be no transfer film or rough feel to designs on garments
  • Sublimated hard goods can be both microwaved and washed in a dishwasher
  • Sublimated designs start out vibrant and are more resistant to fading if not consistently exposed to direct sun
  • Sublimated designs will often outlast the garment or item to which they were applied
  • Sublimation offers a wider range of decoration possibilities

I’m sure there are more reasons than these.  What explanation or education do you offer your customer to help them see the value of the sublimated goods you sell?  If you’d care to share your answer,  please leave it in the comments.