Uniforms are for more than police officers, firefighters and health professionals. Corporate purchasers, restaurant owners, and even your local bowling team need uniforms too. You can grow your business by helping these clients choose outfits or uniforms that will align their team and their budget.

With the entire 436-page SanMar annual catalog at your disposal, your customer has over 800 options. It can be daunting! You are your clients’ most valuable resource as a guide to help them choose the right apparel and accessories for their needs.

Guide Your Client, Make the Sale
First, keep form and job function in mind. For instance, if you’re working with a restaurant, ask the owner what type of image he wants to project—is it casual or formal? Will the wait staff need different shirts than kitchen workers? Will accessories like aprons be needed? And what about the owner himself? What will he wear? By helping access and narrow your client’s needs, you can help him select the best apparel for his group. You can then discuss the budget to dial in his choices even more.

Here are other questions you can ask to find the perfect apparel and accessories for your client.

• What is the company culture? What image do they want to project? Is your customer from a “button-down” corporate environment or is the culture more relaxed? And what will the apparel be used for? Is it a uniform that will be seen by customers or is he looking for durable clothing that will weather the elements? Is it something “fun” for a one-time event? Spend enough time and ask enough questions to help the client decide what he wants to achieve with the clothing.

• What fabrications will be needed? You need to make sure the fabric fits your clients’ needs. 100% cotton is very popular, but it requires ironing. Moisture wicking garments appeal to sports teams, athletic-themed businesses and staff working at high speeds or in high temperatures. Wrinkle-resistance and easy care features rate high for corporate customers.

• How will decoration be used? You can promote your embroidery or screen printing services, but ask how they want to feature the logo? Does it go on the front, back, or sleeve? What about other decorations like mascots, taglines or slogans?

• Will the size range accommodate every team member? A seamless uniform program makes it easier to identify employees. Make sure they choose a style with enough sizes to fit everyone on their team. No one wants to stick out from the rest in a shirt that’s “almost the same” as their counterparts.

• What color(s) should be used? If the client is struggling with color, suggest a color from their logo. Or find a nice contrasting color to make their logo stand out. Cool colors can give a classy look, while bright colors denote a youthful look.

• Does it fit the budget? Make sure they choose from options that fit their budget. It does no good to come up with the perfect uniform, if they can’t afford it. Always give them “good, better, and  best” options. Customers will respond better if they have three clear choices.

• What about accessories like aprons or caps? These “add-ons” can mean a bigger sale for you and can serve as the perfect finishing touches for them.

Position yourself as a uniforming resource—and not just another salesperson—to gain credibility and win repeat business. Once you’re someone customers turn to, they feel comfortable recommending you to their contacts. The result? Multiple business opportunities that are far from uniform!