The businesses that will overcome a recession and, indeed, thrive are those which get in front of more customers. It's a tough ask because right now lots of customers will be refusing sales visits, so to fill that diary you have to contact more people than ever, plus the ratio of sales achieved to visits made is likely to fall, making it tougher still.

Therefore, it's essential to maximise not just your efforts but also your effectiveness. Get as much help as you can. The whole sales chain from factory in India through to the decorator is dependent upon the guy who sits in front of the customer and asks him to buy. So what are the suppliers to the industry doing to help advance sales and make each sales visit as effective as possible?

But primarily this is down to the individual. The bottom line is that a lot of potential sales disappear into the ether because of three basic errors. First, the salesman doesn't plan his time effectively and as a consequence fails to see as many customers as possible. Second he turns up late, ill prepared and knowing virtually nothing about the customer. Third, he doesn't ask for the sale! Put those three right and, with no extra activity, your turnover would improve.

Graham Ridley at Top Banana has an interesting take. He says that these days a lot of sales activity isn't really selling. Instead, you present a product proposition(s) and a price point and the customer buys it. Yes, you sell service, and demonstrate it as tangibly as possible. Top Banana's factory is open 7am until midnight because it's necessary to achieve that service promise.

Ridley says you have to be innovative to get through the door in the first place. He prints a customised letter on a t-shirt. Ideal! It uses the medium to sell the idea and show that it works. That's an initial contact which would be oh so comfortable to follow up. He also practises "invisible marketing". Especially on a first job, each shirt is neatly folded, all the boxes are new, all the sizes are together and labels are visible. It's commonsense attention to detail and the customer is impressed and reassured that he chose the right supplier. Note, too, that "invisible marketing" has invisible costs.

Ridley says that too many sales people can see the problem, not the opportunity. A short deadline or a short run should be treated as a challenge. If you don't want to hear "no" yourself, the aim should be never to say it to a customer.

BTC Activewear never supply direct to the end-user but to its suppliers (decorators, gift houses, workwear specialists and school outfitters) who therefore know they'll never be competing with a supplier. They provide a variety of sales support: catalogues with or without pricing; individually designed e-mail flyers; support with POS for showrooms; web links to their main website; on-line ordering; attendance at customer open-days. They also regularly provide sales training.

Glenn Hyams of BTC Activewear says that, while you can't beat sitting in front of customers, he is convinced the future is web-based sales and is surprised that in a hi-tech industry the transition is taking so long. Paul Stephenson of October echoes that belief in the web as the best sales driver in the industry; he also feels that the industry focuses too much on product to the detriment of service and personality.

PenCarrie is a multi-brand distributor selling only to trade customers specifically garment decorators. They are rigorous about this as it safeguards customers and protects their margins. They have the refreshing attitude that everything they do is aimed to achieve more sales for decorators. Stocking over 1500 products from more than 50 brands they hope to be seen as a one-stop shop for the decorator. Massive stockholding and fast accurate delivery are also crucial pieces of sales support.

They provide a variety of support materials are also available to customers. The main brochure can be customised in a number of ways to allow decorators to present it as their own. The website (which is password protected and available to trade customers only) has all the product information as well as showing up-to-the-minute stock availability. Decorators can use the website to build their own mini e-brochures to email to an individual customer or to use as an e-mailshot to generate new business.

PenCarrie has committed heavy investment in staff and staff training. The Customer Services Team who talk to customers on the phone on a daily basis have extensive product knowledge and can help with product selection, if required.

The company also has a three-strong business development team who spend their entire time visiting customers, to hear what they want and to provide information and ideas to help them in their businesses.

They also hold customer events, principally linked to new product launches. These give customers the chance to meet key personnel from PenCarrie and from the brands in a relaxed environment, and to see and to have the opportunity to handle the new clothing and accessories that are becoming available.

They also work closely with the brands they represent and from time to time jointly promote specific (often seasonal) products to customers, perhaps via a specially produced brochure or by sending out product samples.

Fruit of the Loom sell through wholesalers most of whom offer next day delivery and no minimum order. This helps the decorator's flexibility and cashflow but more than that it offers the widest range of sales opportunities. Imagine how many retailers would love to avoid stock holding yet still offer infinite choice.

Fruit of the Loom produces a wide range of marketing materials, which are available free of charge. As well as a comprehensive product catalogue, featuring all of the styles in the activewear collection, they provide flyers, showroom posters, wallplanners, swing tags, stickers and point of sale presentation aids. Decorators can also link to its website, which includes a marketing toolkit which enables decorators to customise their marketing materials, e-mail catalogues to clients and produce a virtual sample.

Fruit of the Loom also runs targeted campaigns on behalf of its customers. In recent years the company has produced a dedicated Schoolwear brochure, presenting photographs and information of its schoolwear styles, copies of which were sent to every school in the UK (more than 30,000). The catalogue contained no contact details for Fruit of the Loom and schools were instructed to contact their local Fruit of the Loom supplier (decorator) with their orders. Any schools that did contact Fruit of the Loom directly were given the names and contact details of local decorators.

Emma Beeson of Tomato Source says that customers want to hear about the service you can offer to help them do their job better, to relieve some of the pressure, help them achieve their targets. Then you can help them choose the best products based on their needs not just the lowest price. In the current climate Beeson recommends attention to after-sales service: retention of customers is much easier than acquiring new ones. A planned organised after sales strategy ensures your customers won't look elsewhere. Quite right: people remember good service long after they've forgotten a keen price.

Blue Max say that its mission statement is to offer customers (all trade) quality products that are value for money with extensive size and colour choices.

That combination provides the quality package that brings buyers back and back. They also stress that availability with a 24 hour turnaround is a key factor in delivering the sales promise.

Malcolm Fritschey of Oldeani says that people want to hear upbeat messages at present. One such is that businesses that thrive through a downturn are those which maintain their below-the-line marketing spend.

Fritschey recommends as the key sales technique to build long-term relationships with clients maintaining communication at all times not just when you think they will be buying. This way sales become more consultative and you are aware of all up-coming opportunities. 

One sales route, which was recommended by several businesses, was good old Yellow Pages. First, it should be an important piece of your own marketing spend and all enquiries should be jumped on instantly because you can be sure that the customer will have phoned more than just you. You can also use Yellow Pages as a mail list. Select categories and approach everyone listed in your locality. I'd focus on those who've put together a good ad - they're likelier to be fans of marketing.

I asked every contributor to give me a sales anecdote. What a shy lot most of you are! "Not for print" was a typical comment. Fortunately, there are some less shrinking violets.

Paul Stephenson tells two horror stories: the rep who walked into his office, tripped over his turn-ups and threw a cup of tea all over him; the demo when a spot curer set alight some artwork films resulting in fire alarms and the sprinkler system kicking in. Being memorable doesn't always result in sales! But, seriously, the lesson is that care is required in front of customers.

 Sales reps who visit Graham Ridley have to ‘pay' for the privilege with doughnuts for his staff. Good idea! Turn it into a habit when calling on clients. Perhaps every salesman's car should have a mini-fridge full of, say, chocolate biscuits in winter and choc ices in summer. Glenn Hyams has written on his wall the famous adage "You never get a second chance to make a first impression" - it's a fundamental of selling. But, more importantly, it's the basis of the whole printwear proposition.

Everybody recommends use of lap-tops with a Powerpoint presentation: it's simply the professional sales tool. There are plenty of fans of Blackberry for the all-important constant communication with clients. Use what works for you; if you're totally happy working with catalogues and samples, fine. Recognise, however, that selling to an agency with swish premises is different to talking to that local builder (see above). But the most important message is to sell the principles and promise of printwear before you sell the product.

Top tips for decorators are many and varied: never, ever lie to a customer - you can recover from a bad mistake, but not a proven lie (Top Banana). Always get the client to sign off the garment and artwork/positioning/ colours of a logo (BTC) The best and fastest ways of getting all the right messages across to a potential buyer is to give them a decorated sample because it shows commitment to the sale. (Pencarrie ). Do your homework - know as much as possible about the client before you sit in front of him (Fruit of the Loom) Be brave - throw them lots of ideas (me).

Let's just look at two aspects of price. In a downturn, it is very easy to focus on bargain basement prices. But this isn't doing you or your client any favours. Quite simply, it's lazy selling and if you focus on price, there will always be someone out there who is either running a tighter ship or is more desperate and will beat your price. With your purchasing hat on, screwing suppliers down to the last penny looks like good practise. But is it? Spending a little more with a company that provides marketing support for your activities will generate more business over the long term.

My overall tip is to ask salesmen what works for them. It's a little embarrassing, but I never met a salesman who didn't have a recommendation. Ask every salesman you meet - exhibitions are particularly fallow ground for this. If you got one tip per week, I would confidently predict that out of 50 in a year, you'd have two nuggets that would be real earners.

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