Apparel Decorating Business Survival Guide, Part 4

Now that we’ve covered the must haves during a pandemic, I bring you to our last section: must haves after a pandemic. To bookmark the other posts in this series, head over to Part 1, Part 2, and Part 3.

We appreciate you joining us on this ride. Take a seat, take a breath, and take out your notebook for the most important plan in your business’s survival.


Perhaps most important, this is the time where your mission, vision, and values come to life. Who are you as a company? Once we come out of this time, your customers will remember who helped, tried to help, or extended a small gesture of kindness in this time of crisis. They’ll also remember who was insensitive to their situation.

Here’s a list of 7 things you can do to gain lifetime loyalty and increase your lifetime customer value right now:
1. Write your customer a handwritten note and mail it to them. Let them know you’re thinking about them, that you appreciate the relationship you have with them, and you’re there if they need anything at all.
2. Give them something you make. Yes, cash is king and we all need sales in our business, but if you are working with small business customers their stress is just as high as yours. Send them a mug, a hoodie, or a T-shirt along with your simple note of thanks.
3. Buy from them. Purchase a gift card from your best local customers and send them to each other. This allows you to not only support their business, but also give them a gift to show how you are supporting other small businesses in the area.
4. Write a review for them. Now is great time to write reviews online, whether through Facebook, Google, Yelp, and OpenTable. Consider writing a review on these platforms to let others know about how awesome their business is and let them know you’ve done it.
5. Make an introduction. While we can’t shake hands, we can exchange emails and text messages. Consider connecting customers with others who you know can have an impact on their business or whose content they would appreciate. Don’t do it to benefit yourself, think about what benefits your customer and colleagues.
6. Don’t ask for the sale. Shocking right, especially from a lifelong “salesperson.” I firmly believe in “asking for the sale” but only when the moment is right. If you ask for the sale at the wrong time, you not only lose a sale but you risk creating a negative experience. This experience can ruin a relationship and is much more likely to be shared via word of mouth. During this time, give more than you get. Make opportunities for customers to buy, but only on their terms.
7. Write a Survival Guide. You get it right? We’re doing this for the livelihood of our business and yours. Hopefully you appreciate the content. I’d encourage you to move into action on some of these points. Hopefully you’ve connected the fact that you can “regift” a lot of these ideas and solutions.

Here’s a link to download the full Apparel Decorating Survival Guide and save as a reference tool. And as always, please reach out to us. Our most current and important information will be posted across our social platforms and company websites. Connect with us, connect with one another, and I can assure you we will come out of this stronger than before. Thank you!

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