Hiring your first inside sales representative for your screen-printing shop

Ten years ago, I began my journey in screen printing with just a Speedball kit and an Instagram handle. Reflecting on my growth, the most transformative moment came when I successfully onboarded and trained my first inside sales representative. Through my own experience and discussions on our podcast, “Last Call For Plastisol,” I’ve learned that bringing on the right salesperson can truly make or break your shop’s success. Here’s how you can make this process smoother and set both your new sales rep and your business up for success.

Setting a sales rep up for success

To start, it’s essential to have strong systems in place. If you’re still jotting down orders on sticky notes, it’s time for an upgrade. Shop management software like Printavo, YoPrint, Monday.com, etc., can help you keep everything organized in one place. For instance, Printavo offers features like payment processing, quote tracking, artwork approvals, and job scheduling, with useful tools like pricing matrices and mock-up creators that can really boost your sales efforts.

Creating a comprehensive sales binder is another key step. This binder should include your procedures, pricing matrices, and answers to frequently asked questions. On your new sales rep’s first day, walk them through the binder and the processes so they can start pricing quotes on their own. Over time, this will allow you to focus on higher-level tasks while your new team member handles day-to-day queries.

Additionally, maintaining clear business hours and a clean, organized showroom is crucial. Many shops operate irregular hours, which can deter potential walk-in customers. As your team grows, it’s even more important to have consistent business hours. A tidy showroom not only attracts better customers but also creates a positive work environment for your staff.

Prepare for managing increased sales volume by avoiding a drop in momentum. Consider extending production hours, adding shifts, or partnering with an outsourcing provider to handle overflow until things stabilize. Instead of turning away work, find ways to get it done and keep the momentum going.

Setting achievable goals

When you’re ready to bring on your first salesperson, start by setting small, achievable goals to help them find early success. Encourage them to reach out to customers who haven’t ordered recently, write thank-you cards, and ask for referrals. For example, during order pick-ups, a small gift like stickers can be a nice touch and an opportunity to ask for referrals. Happy customers are more likely to spread the word about your services.

Engaging with customers on social media is also a great way to build relationships and keep your business top-of-mind. Have your sales rep like and comment on clients’ Instagram posts. This ongoing interaction helps maintain visibility and opens doors for upselling and cross-selling within your existing customer base. By focusing on current clients, your sales rep can make a significant impact and get to know your products before diving into new prospects.

Moving to higher-level sales activities

As your new sales rep becomes more comfortable with quoting, they should start tackling more advanced sales tasks. They should follow up on quotes that have been pending for more than a week. It often takes several touchpoints to close a deal, so encourage them to reach out through text, email, and Instagram messages. Many shops send quotes and then wait passively for a response, but proactive follow-up can make a big difference.

Another effective strategy is to reengage clients after 90 days. As seasons change, suggest new products or services to keep their offerings fresh. For instance, as fall approaches, recommending beanies and outerwear can be a helpful suggestion without directly pushing for business.

Providing support & feedback

Your sales rep’s success depends significantly on your support and engagement. Provide them with tracking sheets to monitor their activities and review these regularly to ensure they’re meeting their goals. Offer timely feedback and ask how you can better support them.

Many shop owners are hesitant to hire a sales rep and worry about how it might impact their business. However, with the right support, training, and planning, an inside sales rep can become a key player in your shop’s growth.

In conclusion, hiring your first inside sales representative is a major step that can significantly impact your screen-printing shop’s success. By setting up solid systems, establishing clear goals, and providing ongoing support, you’ll help ensure that this new role contributes positively to your business. Embrace the opportunity to grow with the right sales team member and watch your shop thrive!