Learning to generate new sales opportunities is an essential skill for anyone in the business of selling image apparel programs. But if you think you’ve tapped every prospect out there, or if you’re under the assumption that all potential customers are already under contract with the “big guys,” think again. There are many opportunities for uniform programs in the image apparel sales market. Best of all, many can be found right outside your door, in your local, hometown region.
That was the underlying message during last month’s Image Apparel Education Track, a three-session training seminar produced by the Image Apparel Institute for the NAUMD annual convention. VF Imagewear’s Brett Barthel led the first session; Gary Schultz of Edwards Garment presented the second; and the final installment was jointly delivered by Robert McIntire and Jeanna Peifer of Lion Uniform Group.
Market Size
According to information supplied at the meetings, the home wash or direct sales market within the United States is a $3.85 billion business, covering four general market sectors: Industrial; Services; Personal Protective; and Government and Public Safety. These can be further divided into numerous sub-sectors. We’ll take a look at some of the better opportunities below.
Hotels – Falling within the hospitality sub-segment of the $2.2 billion Service Industry, hotels are a traditional revenue source for uniform retailers and manufacturers alike. There are an estimated 50,000 hotels in the United States, half of which are branded chains, such as Hilton or Marriott, beyond the reach of smaller apparel outfitters. That still leaves half – 25,000 opportunities – up for grabs. “Why can’t they buy from you?” Barthel asked rhetorically during his session.
Restaurants – The same is true within the restaurant sub-segment. You may not be able to land McDonald’s or Burger King, but there are over 937,000 eateries across the U.S. landscape, ranging from fine dining establishments to pizza parlors and taco stands. Already selling shirts to restaurants in your area? Why not call on them again and try selling bottoms?
Shipping/Packing – Fed Ex and UPS are Goliaths, to be certain, but there are thousands of courier services across the country that use identity apparel. Have you ever called on them?
Hospitals – There’s more to sell than scrubs at the nation’s hospitals and health care facilities. Hospitals are, in essence, hotels for sick people, encompassing numerous job functions within their walls. From administrative staff to cafeteria workers, there are numerous opportunities for uniform programs.
Ball Parks/Stadiums – Experts say minor league play has become more popular over the years because it’s affordable family fun where fans can see and hear all the action a¬nd the players really hustle. That has translated into an increase in minor league ball parks and an additional revenue stream for image apparel suppliers. These employee-rich venues include janitors, parking attendants, concession staff and ticket takers – workers who require uniforms.
Property Management Companies – The job functions here are numerous too, with janitors, security and front door personnel a sampling of the positions traditionally found at these firms. Most importantly, these companies manage many different properties, expanding your prospect list even further.
Schools – One of the best opportunities exists within higher education. High turnover in janitorial and food services staff at colleges means a steady flow of business for image apparel suppliers.
Indian Casinos – Although the economic downturn has slowed the growth of Native American gaming in America, the industry is faring better than traditional casinos, according to a recent report. Revenues climbed by 1.5 percent last year — the smallest increase since 1988, but that outperformed the commercial casino sector, where revenue dropped about 7 percent.
Look Locally for Best Opportunities
So where do you start if you are looking for more customers?
A famous politician once said that “all politics is local.” That philosophy also applies for image apparel opportunities. “Think about who you know to get your next opportunity,” advises Barthel, who also suggests that you contact a company’s marketing department instead of dealing with purchasing. “The marketing department is more concerned about image and therefore more receptive to the concept.”
You need to also understand that the possibilities for finding new customers range from cold calling names from the phone book to buying lists of potential customers to using newer internet techniques.
“Use your local knowledge and network to build a nice, recurring local business,” adds Barthel.
