ImagesMagUK_January_2022

82 images JANUARY 2022 www.images-magazine.com BUSINESS DEVELOPMENT KB The production scenario The production scenario you choose is going to be based on your capabilities, time constraints, and how much effort you want to put into this programme yourself. I should also mention that you can outsource the entire production part of this to another company, and simply get paid to run the online store and marketing part of the equation. The end-customer doesn’t care who produces the items that they ordered. As part of your business planning, I would look into that, even if you don’t go that route, just so you have options for later. How to avoid trouble Upset clients usually happen because something does not meet expectations. If this is something you want to avoid, do yourself a favour and get clarity on what exactly is important to your customer. Here’s a starter set of questions to ask: ■ What is the duration of the programme? ■ Whose freight account will orders ship from? ■ What is the expected daily amount of orders to ship? What happens if it is under or over that amount? ■ Describe the items that you want in your online merchandise store. Provide examples if you have them. ■ If there are any inventory challenges with the supply chain, are substitutions acceptable for online store items? ■ From the time an order is placed on the online store, what is the expected delivery time to the end customer? ■ What happens if there are returns? Who absorbs that cost? ■ For the online store, how is the money from the sale split? Who gets paid when? ■ What type of packaging for the orders should be used? Who provides that? ■ Are there any inserts or other items that should be shipped with the items for the order? Who provides that? ■ If samples are needed for promotions and marketing purposes, who pays for those? ■ Will there be any new items needed during the duration of the programme? Examples are seasonal items, promotions, specials, or other items added to the original set. ■ Provide a brand guideline to use for designing. What can and can’t be changed with the brand or logo? Who has the authority to approve design work? It is critical to get a handle on exactly what is in the scope of work needed to build and produce the first set of items for the online store. You want to focus on the end result. With absolute clarity what does that look like? Also, have them spell out what they think failure or disaster looks like too. If you know that early, you can build safeguards to avoid that. Get it in writing Before any work is performed or money has exchanged hands, take the time to draft an agreement based on the parameters of the conversations you will have with the points listed above. Even though online stores might look the same from an outside perspective, the relationship between your company and your customers could mean different types of agreements on the back end. What matters to one customer might be different for another. Don’t assume. Agreement tips 1. Get it in writing. Yes, I know they have been a customer for ten years. Get an agreement in writing anyway. 2. Keep it simple. What are you agreeing to anyway? It doesn’t need to be overly complicated. 3. Deal with the right person. If you need an agreement, don’t spend time with a subordinate employee who has to get everything approved by someone higher up in the food chain. Start and finish with the person who has decision-making authority. Marshall Atkinson is a production and efficiency expert for the decorated apparel industry, and the owner of Atkinson Consulting and co-founder of Shirt Lab, a sales and marketing education company, with Tom Rauen. He focuses on operational efficiency, continuous improvement, workflow strategy, business planning, employee motivation, management and sustainability. www.atkinsontshirt.com 4. Use legal names. This is an agreement after all. You need the correct legal name for all of the entities involved. Make sure that the signing party has authorisation. 5. Spell out the details. List exactly the expectations for both parties. Nothing is hidden. If it is not on the agreement, then it doesn’t matter. 6. Payment. How does the money work? Use clearly defined terms and dates. What happens if payment isn’t made on time? What is the method of payment? 7. Contract termination. How does either party terminate the contract? What happens then? Spell it out. 8. Disputes. Somewhere down the line, there is going to be a problem. How are you going to resolve it? Anticipate how challenges will be resolved, and by whom? 9. How is the agreement governed? Get your lawyer involved. What laws apply? 10. Confidentiality. Your agreement is between both parties. Keep it that way. What happens if any business information is somehow shared during the course of business? Spell out your expectations. This article should help you set up your branded merch plan for success by giving you a few things to consider and discuss with your customer. Just remember, good selling is not about the transaction. It is about relieving the customer of the anxiety that accompanies the selling. Your preparation determines your outcome.