Imagine this: one day, you receive an unexpected call from a brand-new baseball organization. They need everything: uniforms, hats, ball bags, fan gear, and even fundraising tools like online stores. It’s the kind of opportunity that excites you, not just because of the potential business but because it’s a chance to make a real difference for an organization in your own community. Energized, you dive headfirst into the project, determined to exceed expectations.
Over the next month, you collaborate closely with the team. You meticulously design their jerseys, balancing cost, style, and functionality to create something they’ll wear with pride. You coordinate fan gear, carefully selecting a mix of premium and affordable options to suit every family’s budget, knowing how much parents sacrifice for travel fees and expenses. You even schedule after-hours fitting sessions and attend practices to ensure every player gets a perfect fit. And when a handful of parents miss those fittings, you personally follow up, going the extra mile to finalize every detail.
Your enthusiasm doesn’t stop there. You create a sleek, professional online store for the group’s merchandise, a platform so polished it rivals those of major league organizations. The store generates $3,000 in fundraising, a massive win for the team’s budget. Despite managing hundreds of other clients, you deliver exceptional service, driven by the joy of seeing this team succeed.
At the end of the season, your hard work is recognized in the most touching way. The organization’s president honors you with a framed picture of the players, their signatures surrounding a heartfelt message: “Thank you for making this season so wonderful. We couldn’t have done it without you.” They share their exciting plans for next year, telling you they’re expanding with three new teams. You’re overjoyed. You feel like you’ve hit a home run, and the promise of an even bigger partnership next season fills you with pride.
But then, as the new season approaches, everything changes. You open your laptop one morning and see a post on social media. The team is promoting their new online store —with another company. Their fitting sessions are scheduled in two weeks, and they’ve not only added three new teams but also launched a softball division. Just like that, they’re gone.
The heartbreak is real. After pouring your time, energy, and passion into their success, the loss stings deeply. And while you may never know the exact reason, be it pricing, convenience, or simply a new connection, it doesn’t ease the pain. This is a reality many businesses in the team sales world will face. The competitive nature of the industry means that while attracting clients is vital, retaining them is where the true challenge lies. A proven process won’t guarantee retention, but it will provide you a playbook that can help guide you and your clients to secure long-term success — a partnership.
Step 1: Prospect
The first step is prospect, where we lay the foundation for meaningful client relationships. This stage involves planning outreach strategies, executing those strategies, qualifying opportunities, and scheduling discovery meetings with potential clients. By carefully targeting our efforts, we ensure that our outreach is both purposeful and relevant. This step is essential for identifying clients whose needs align with our capabilities, setting the stage for a successful and long-lasting partnership.
Step 2: Purposeful discovery
The second step, purposeful discovery, is where we dive deeper into understanding our clients. At Sandlot, we refer to this phase as “Get the goods.” GOODS stands for:
Goals: Understanding what the clients are looking for. “We need new uniforms.” Sure, that seems easy enough — but keep digging for information.
Objectives: Do you want instant recognition and visibility on the field? Do you need something strong that promotes brand consistency and identity for a new organization? Do you need top-performing apparel that attracts top talent to your organization? These are all the questions you need to be answered to help create a unified vision between you and the client.
Obstacles: Identifying potential challenges. Are the timelines aligned to be successful? Is the budget appropriate? One of the most crucial obstacles to reviewing is your inventory. Is there an inventory issue for the apparel you are promising? Nothing sets a coach or team parent off more than when you set up a uniform, only to realize that the pants are on back-order until after the season. Here, you need to think about all potential obstacles. This is where you shine as a professional. You’re the expert — think about your obstacles.
Desired results: Clarifying the specific outcomes the client wants.
Success: What does it look like for everyone. This must be a homerun for everyone. Both sides need to understand what it takes to be successful in each other’s eyes.
This step is pivotal because it allows us to align our efforts with the client’s vision, creating a clear roadmap to success. By understanding their goals and challenges, we can offer solutions tailored to their needs. This is also the part in the process that you can decide whether or not this is a client for you. After you get the “GOODS” you have to be honest with yourself to make sure you can fulfill your end of the agreement. Remember, you aren’t just building a client for today, you are searching for a long-term partner that can grow with you and your business. If you can’t meet expectations after going through the steps to get the “GOODS,” this client will surely leave and likely never come back. However, after you walk through the purposeful discovery that you aren’t able to meet their needs this time, be honest. Let them know up front. This will leave the door open for you to come back when you can finally meet their needs.
Step 3: Propose strategy
In the propose strategy phase, we translate insights gathered during discovery into actionable plans. This involves discussing the tools we’ll use, such as screen printing, sublimation, embroidery, and online stores. Here we learn if the tools in our toolbox even work with the needs of our clients.
- Confirming timelines to ensure alignment with the client’s schedule: Uniforms are always time sensitive. Some coaches show up the week before the games start and want a miracle. Sometimes we can accommodate that miracle, sometimes we can’t, but either way, be upfront and honest about time. If you tell a coach three to four weeks, they hear three weeks. When you say 15 production days, they count Saturday, Sunday, and holidays in between. Be concise. Tell them 15 days of production after artwork approval — nothing moves without approval. Once approved, the production begins. After 15 business days, your order will be shipped. It will take three business days to ship. The more information the better.
- Setting mutual expectations between you & the client: We agree to work with you, and you agree to work with us. It’s not an official contract, but it feels good to know that you both agree to work together. Again, you are framing this as a partnership.
- Providing a detailed quote for the job: No one likes surprises. Get this quote to the hands of a decision-maker as fast as possible. This step is critical for establishing clear communication and setting realistic expectations. By doing so, we minimize misunderstandings and build trust, which are key to a healthy partnership.
Step 4: Finalize proofs & approval
- The finalize proofs and approval step ensures that all details are reviewed and agreed upon before production begins. This phase includes:
- Finalizing proofs for client approval.
- Confirming invoices and payment information.
- Updating communication to keep everyone informed.
Communication is key when building a partnership. If something changed or went bad, make the phone call and let clients know. If the jersey got a wrong number applied — CALL. Tell them what happened, tell them the solution, and tell them the delivery date. Don’t call without information. All that does is create a panic of uncertainty. Strangely, the way you fix an error with a client’s order is more memorable than the order itself. Communication is crucial.
This step is vital for ensuring accuracy and transparency. It’s where we double-check every detail to guarantee the client’s vision is realized, reducing the risk of errors and reinforcing our commitment to quality.
Step 5: Execution
Execution is where you deliver on your promises. During this stage, we:
- Execute the proposed strategy with precision. If we told you screen-printed jerseys, don’t decide on last-minute digital decals because it’s easier. That wasn’t the strategy you and your partner created.
- Fulfill the expectations set in the earlier stages.
This step is where trust is solidified. By meeting or exceeding expectations, we demonstrate our reliability and expertise, laying the groundwork for a long-term partnership.
Step 6: Nurture
The final step, nurture, occurs after the delivery of products to the client. In this phase, we:
- Conduct follow-ups and customer satisfaction surveys.
- Listen, respond, and adapt to concerns.
- Perform quarterly follow-ups to maintain the relationship.
- Identify future opportunities.
- Keep clients informed about new offerings that could meet their future needs.
This step ensures that our relationships remain dynamic and forward-focused. By continuously engaging with our clients, we demonstrate our commitment to their success and ensure that they see you as a trusted partner.
The full spring sports circle
When all six steps are followed, the process naturally comes full circle, leading back to prospecting the next opportunity with the client. Each step builds upon the previous one, creating a comprehensive framework for client retention and long-term success. A proven process is more than a workflow, it’s a commitment to building strong, healthy partnerships that stand the test of time.
Even with a well-defined and thoroughly executed proven process, there is always a chance that a client may leave. Factors such as pricing, personal connections, external incentives, or unrealistic promises from competitors may influence a client’s decision in ways that are beyond your control. The purchasing process within an organization often involves variables that may not always be apparent. All you can do is build a strong process, follow it diligently, and stay true to your commitment to excellence and integrity. By doing so, you create the best possible foundation for lasting partnerships.
When clients leave, it can hurt — sometimes deeply. Other times, it’s a blessing in disguise or a valuable learning moment. The client above is real. They left because they did not perceive a partnership forming, they felt they were simply purchasing uniforms. Because we were not clear throughout our process, we lost a client that turned into a huge account for another company. We have created our process to help us identify what we need to do to attract and keep clients that want to build partnerships not just transactions. Ultimately, maintaining a clear vision and approach will guide you through challenges and toward future opportunities.
By engaging clients in a systematic, purposeful way, we change simple transactions into partnerships. Through clear communication, mutual understanding, and alignment with their goals, clients come to see us not just as a supplier, but as a trusted collaborator. When clients see this level of investment, it builds trust, fosters loyalty, and solidifies a sense of partnership. In the end, introducing a process isn’t just about closing a sale, it’s about laying the groundwork for long-term, mutually beneficial relationships.
