7 Secrets to Pitching Decorated Apparel That Help Seal the Deal
Want to nail that perfect apparel pitch? It all starts with understanding your client's preferences and objectives inside out. Whether picking the right style for a corporate event or finding a trendy design for merch that pops, the secret to a successful sale is tailoring your pitch to align with your client's values and goals — and keeping them coming back for more!
For one, Karie Cowden, vice president of sales at Campus Stop, tells clients that her preferences don’t play into what she presents to them for an event, uniform, or corporate store.
“It's my job to inform and educate so they can make the best decision or choice. Our team attends vendor meetings and trade shows where we have access to a world of possibilities. That way, I pull from everything and see what we can collaborate to create.”
- Karie Cowden, vice president of sales at Campus Stop
To help you elevate your apparel sales, we’ve gathered seven expert tips from top sellers to get you started today.
1. Tailor Your Pitch Based on Client Culture and Preferences
A pitch that lands starts with a conversation. “Good questions merit great ideas as we deep dive into what our clients want and desire,” says Brian Bielawski, national brand advisor at Dynamic Advertising Solutions. “It’s my job as a concierge provider to find and offer relevant items that we know work best in certain industries and events at different price points.”
Shawn LaFave, president of NGA Promotions, delves into asking clients who will wear the apparel and for what reason, like a polo for a uniform shirt or a fleece vest for in and out of the office. “Then, I explain the benefits of going with the better or best option and how it will represent their brand better in the long run,” he says.
Chris Perry, head of B2B at UTees, comes to meetings prepared with specific questions.
“We want to investigate and understand what they need. Do they want to nail brand-standard PMS colors, or do they want something edgy? Do they have examples or inspiration? Have they had quality issues in the past? What’s the budget?”
- Chris Perry, head of B2B at UTees
Cowden starts by auditing the audience who will receive and wear the apparel. “What are the target wearer’s demographics?" she asks. “Are they looking for brand recognition? What’s their style preference? Are they casual, business-oriented, or athleisure-focused?”
It’s about understanding the client’s culture and how they want to represent themselves to narrow the apparel selection. “I show value and product variances to corporate clients with the knowledge of their culture,” Bielawski says. “For retail, it’s about stock and distribution, so we filter that with our services that bend and flex with the client's needs.”
2. Take a ‘Good, Better, Best’ Approach
Top apparel sellers often recommend the “good, better, best” strategy to simplify buyers' choices. Before a sales meeting, LaFave identifies the client’s preferred garment color and decoration style to select suitable options. Similarly, Cowden aims to offer three levels of apparel. “We usually ask if they’d prefer us to curate options for them or if they’d like to do a little ‘shopping’ first to see what they like,” she says.
Bielawski presents three tiers of options — good, better, and best — based on the client’s budget. Then, he drills down into what the client needs in real-time.
“We guide them to consider how they want the product to feel, as decoration can vary. The key factors in choosing a product are comfort and durability. I often demonstrate the benefits of a softer style or a 50/50 blend over 100% cotton. For hard labor or everyday work shirts, however, a heavier material might be more appropriate.”
- Brian Bielawski, national brand advisor at Dynamic Advertising Solutions
3. Limit Options to Avoid Overwhelming the Client
Piggybacking on the ’good, better, best’ tip, work to limit the styles you present within each tier. “People get overwhelmed by too many options,” Perry says, “so I prefer the ‘minimum effective dose’ to secure an order.” LaFave’s team tries to stick with two to three options within each level.
“Too many choices make the decision process more difficult and confusing for the buyer.”
- Shawn LaFave, president of NGA Promotions
Sometimes, Bielawski’s client asks to see several brands. “While I’m happy to do so, I limit the number of options I present,” he says. “You need to understand your products to select the ones that best fit your client’s needs.”
4. Know Your Decoration Methods and Apparel Choices
If you’re going to sell apparel like a pro, you need to know what decoration methods fit the apparel you’re presenting. For example, LaFave goes into sales calls ready to recommend the best decoration method for the client's apparel. “Sometimes, heat-applied transfers are better than embroidery on a lightweight garment,” he says. “Or, if the logo allows, we might recommend embroidery over other techniques because of its perceived value and iconic look.” Similarly, Bielawski goes in prepared.
“If we’re showing a rain jacket made from a loose poly material, we need to go with heat-press graphics. If it’s a polo or quarter-zip pullover for a corporate look, we recommend embroidery as a more professional look. However, we also know we can screen print effectively if the client wants to keep costs down.”
- Brian Bielawski, national brand advisor at Dynamic Advertising Solutions
Cowden has seen a lot of requests for screen printing, sublimation, and embroidery. “T-shirts usually lend themselves to transfers or screen printing,” she says. “Polos and jackets look better with embroidery. We can print hats in so many ways. Lately, I've loved the trend of puff print and tonal.”
Perry takes it further by bringing a sample kit showcasing various decorating methods — like puff, gradient, and waterbased discharge. One version features the same graphic printed with different techniques on a Gildan Heavyweight Cotton T-Shirt, giving clients a hands-on comparison.
“Everyone’s into puff or soft-hand prints right now. We’re also seeing a rise in demand for chain-stitch decoration and patches. We aim to offer methods that work and look great.”
- Chris Perry, head of B2B at UTees
5. Adjust Pitches Based on Your Clients’ Reactions and Feedback
LaFave says that you need to be able to read your client’s verbal and non-verbal cues. “We have two ears and one mouth so that we can hear twice as much as we speak,” he says. “There’s no reason to keep returning to non-preferred brands or styles if the client doesn’t have the desire or budget for those items."
Perry tries to set clear expectations but with an expert perspective. “If a client doesn’t like something, we’ll adjust,” he says. “But if that adjustment will spoil on press or carries a substantial risk of a print-related issue, we’re very clear about that."
Finally, Bielawski does a deep dive with his client early on. “We can identify their needs and let them paint a picture,” he says. That way, when the client voices a concern, he can think on his feet with an explanation or an alternate idea.
Cowden reminds clients of their ultimate goal: to have the audience sport the wearables they’ve invested in.
“We want to ensure that the items reflect their brand image. The worst thing we can do as consultants is to go for the cheapest option and have it end up in the donation bag or only be worn once.”
- Karie Cowden, vice president of sales at Campus Stop
Another tactic Cowden uses is to pitch a purpose-driven apparel brand when it aligns with her client’s values or campaign goals. “We’re getting access to more and more suppliers considering sustainability and workforce equality,” she says. “We should educate our clients on what’s available, especially when it's also good for our planet!”
6. Balance Creativity with Proven Strategies
How you do this depends on your business and how you serve your clients. For example, Bielawski has a creative design background, so he can ideate graphics on the fly for any project with a client. “This helps to quickly arrive at the outcome the client wants,” he says.
When LaFave’s team does fact-finding with the client, they offer options like decoration locations and methods to spice things up.
“Sometimes, just moving a decoration to a non-standard location can create a whole new feeling for that garment. With all of the decoration methods available now, you can create cool products without increasing the actual cost — creating a different perceived value for the client and end-wearers.”
- Shawn LaFave, president of NGA Promotions
At UTees, Perry has an automatic press dedicated to sampling 24/7. “We sample our creative options and then print them successfully repeatedly,” he says. “We create a spec sheet with every order, so when the client orders again, they know it’ll be correct.”
7. Address Common Objections Head-On
Bielawski hears clients say they want the best quality for the lowest price with the fastest turnaround.
"The old saying is you can only pick two of the three. For example, you can have it fast and cheap but not good, good and cheap but not fast, or fast and good but not cheap. I mitigate that by offering the extra value I bring that gives the client some comfort, as my job is to make their lives easier."
- Brian Bielawski, national brand advisor at Dynamic Advertising Solutions
Clients who don’t understand why their supplied art won’t work with specific decoration methods create roadblocks for LaFave. “Since those are the most common objections, we know it’s because the client simply doesn’t understand how each decoration method works,” he says. “We shine when we can immediately explain the pluses and minuses.”
The other issue is when clients don’t understand a particular decorating technique or that certain things cost more.
“Most of the time, the client doesn't realize that printing on a darker shirt for screen printing requires a flash to ensure that the ink is bright. Print placement or multiple locations beyond the full front, full back, or front left chest will increase the price.”
- Karie Cowden, vice president of sales at Campus Stop
Perry’s clients often want a style they’ve seen their favorite influencer wearing. “Even corporate buyers want what’s on trend,” he says. “Sometimes we can achieve the look, and sometimes we can’t. It’s hard to say no, but it’s often the most important tool you have to ensure a long and strong partnership with the client."
Start Closing More Apparel Orders Today
Having the right pitch helps you close sales faster, but your spectrum of services also sets you apart. “The true mark of a good company is what you can offer under one roof that makes their lives easier and that offers value,” says Bielawski, who offers concierge shopping, project management, creative consultancy, brand materials providers, distribution and fulfillment services to clients who order apparel from his company.
By positioning yourself as a comprehensive partner rather than just an apparel provider or decorator, you can transform a good pitch into a lasting partnership.
