Northwest Custom Apparel Employee Training Manual

Foreword: A Message from Leadership

Our journey began in 1977, and over more than four decades, we have navigated significant industry shifts, from the rise and fall of local manufacturing to the dawn of the digital age. We have not only survived but thrived by adapting, innovating, and holding fast to our core principles. Our history is a testament to our resilience and expertise, and as a new member of our team, you are now part of that story.

Our mission is beautifully simple yet profoundly impactful: We are committed to delivering happiness and creating WOW moments for every customer. This means we don't just process orders - we create experiences. We don't just meet expectations - we exceed them in ways that surprise and delight. We achieve this through our REACH values - Respect, Excellence, Accountability, Compassion, and Honesty. These five principles guide us in transforming routine transactions into memorable moments that build lasting relationships.

As you begin your journey with us, we want you to embrace a key philosophy: "Progress not Perfection." While we strive for excellence in everything we do, we recognize that growth comes from learning, trying new things, and making small, consistent improvements every day. We don't expect you to know everything on day one. We do expect you to be curious, to ask questions, and to use this manual as a tool to build your expertise.

Your contribution is vital to our collective success. Whether you are a Customer Service Representative (CSR) or a Sales Representative, you are the face and voice of Northwest Custom Apparel. You are the first and most important link in the chain that delivers quality products and exceptional service to our clients. We are confident that with the training provided in this manual and the support of our entire team, you will not only succeed but also find a rewarding career with us.

Welcome aboard. We are excited to see what we will achieve together.

Sincerely,
Jim Mickelson, Owner
Erik Mickelson, Operations Manager

Part I: Welcome to Northwest Custom Apparel & The Decorated Apparel Industry

This initial section provides the essential context for your role. Before diving into the technical details of our decoration processes or the specifics of our sales playbook, it is crucial to understand who we are as a company and the dynamic industry in which we operate. This foundational knowledge will inform every customer interaction you have and provide the "why" behind our daily operations.

Chapter 1: Our Story, Our Mission, Our Values

The History of Northwest Custom Apparel

Northwest Custom Apparel's story is one of adaptation and leadership in the Pacific Northwest. Founded in 1977 in Tacoma, Washington, the company's initial business model was centered on manufacturing emblems for caps, a popular marketing tool for the region's prominent fishing and construction industries. A pivotal moment came when Northwest Embroidery became the first company in the region to own an automatic embroidery machine, a state-of-the-art Barudan with 11 heads. This technological advantage positioned the company as a leader and attracted a key client in 1978: Blue Ribbon Sports, the company that would soon become Nike. For years, Northwest Embroidery was the go-to provider for Nike's direct embroidery, enjoying a period of significant growth.

The business landscape changed dramatically with the passage of the North American Free Trade Agreement (NAFTA) in 1994. As apparel manufacturing moved offshore to take advantage of lower costs, the local client base that had supported Northwest Embroidery began to disappear. This was an existential threat that forced a fundamental shift in our business model. In 1998, the company redefined itself from a production-focused manufacturer to a "marketing company who happened to do embroidery." The new mission was to become a value-added partner for businesses, sourcing quality apparel and customizing it to elevate their brands. This pivot involved automating data management systems, developing catalogs, and launching aggressive direct mail and print advertising campaigns.

This history of adaptation is a core part of our identity. It demonstrates a deep understanding of market forces and an ability to innovate in the face of challenges. For a new representative, this story is a powerful tool. It builds trust with clients by positioning Northwest Custom Apparel not as just another vendor, but as a stable, knowledgeable partner that has weathered decades of industry change and possesses the expertise to guide them effectively.

Our Mission Statement

This simple yet powerful statement drives everything we do. It's not just about printing logos on shirts - it's about creating experiences that exceed expectations, solve problems creatively, and leave customers saying "WOW!" It means turning routine orders into memorable interactions and transforming challenges into opportunities to amaze.

What This Mission Means in Practice

• Delivering Happiness: Every interaction should leave the customer feeling better than before they contacted us
• Creating WOW Moments: Going beyond expectations in unexpected ways
• For EVERY Customer: No exceptions - from the smallest order to the largest account

Our Core Values: REACH

Our values form the acronym REACH, reminding us to always reach higher in service of our mission. These are not abstract concepts; they are embedded in our daily operational procedures and guide every decision we make.

• Respect: We respect our customers by listening to their needs, being honest about our capabilities, and never making promises we can't keep. We respect our team members by fostering a supportive environment where questions are encouraged and everyone has a voice.
• Excellence: We pursue excellence through continuous improvement and meticulous attention to detail. This is evident in our detailed departmental checklists and our commitment to investing in new technologies and training. Our goal is not just to complete an order, but to deliver a product that makes our customers proud.
• Accountability: Accountability is built into our workflows. The "3 Touch Print Play" for DTG orders, for example, creates a chain of responsibility where Sales, Art, and Production must each sign off on their part of the process. If a step is skipped, the person responsible is held accountable. This system ensures that every order is reviewed by three different people, minimizing errors and reinforcing individual ownership of the final product's quality.
• Compassion: We show compassion by understanding that our customers are people with their own pressures and deadlines. When a mistake happens, our "Fix-It-Team" protocol is a direct application of this value. We listen with empathy, apologize sincerely, and work diligently to find a solution that makes things right for the customer.
• Honesty: We are upfront about our processes, our pricing, and our limitations. When we explain to a customer why we can't perfectly match a PMS color in thread or why fine detail is difficult on a cap, we are being honest. This builds long-term trust far more effectively than making an unachievable promise.

By understanding the connection between our values and our procedures, a new hire can see that following our systems is not just about efficiency; it is about living the principles that have made our company a trusted leader for over 40 years.

Our Vision: Three Pillars of Excellence

Our vision extends beyond daily operations to encompass the workplace culture we're building, the customer experiences we're creating, and the business success we're achieving. Each pillar reinforces the others, creating a powerful foundation for sustainable growth.

The Office Team: Your Sales Powerhouse

Our office team operates as an interconnected system designed to capture every opportunity, convert inquiries into orders, and build lasting partnerships that drive sustainable growth. Understanding how these roles work together is essential to our success.

The Two-Tiered Approach: A More Focused Team Structure

The Three Roles That Drive Our Success

The Customer Journey & Three Critical Touchpoints

The Multiplication Effect

When our team works in harmony, success multiplies exponentially:

Why Each Role is CRITICAL to Sales Success

The Bottom Line Impact

When these three roles work as designed, the results are transformational:

Customer Service Philosophy

• Proactive Communication: Keep customers informed at every step
• Solution-Oriented: Always look for ways to say "yes" to customer requests
• Honesty & Transparency: Be upfront about capabilities and timelines
• Personal Touch: Build relationships, not just transactions

What Makes Us Different

• In-House Production: We control quality and timelines
• Multiple Decoration Methods: One-stop shop for all needs
• Flexible Minimums: Willing to work with small and large orders
• Rush Capability: Can accommodate tight deadlines when needed
• Personal Service: Customers work with real people, not automated systems

Chapter 2: The Decorated Apparel Industry Overview

The Evolution of Our Industry: From Fad to Fundamental

Timeline of Decorated Apparel

Understanding Technology Evolution

Market Dynamics and Key Trends

The decorated apparel industry is a multi-billion dollar market serving businesses, organizations, schools, sports teams, and events. Understanding the broader industry context helps position our services effectively and anticipate customer needs.

Industry Size and Scope

• Market Value: The promotional products industry, which includes decorated apparel, exceeds $26 billion annually in the United States alone
• Growth Drivers: Brand awareness campaigns, employee uniforms, event merchandise, and team sports continue to fuel demand
• Technology Evolution: Digital printing technologies have lowered entry barriers and enabled shorter runs
• Customer Expectations: Fast turnaround, competitive pricing, and high quality are now baseline requirements

Our Market Position

Northwest Custom Apparel occupies a unique position in the Pacific Northwest market:

• Local Production Advantage: While many competitors outsource, our in-house capabilities provide better quality control and faster turnaround
• Multi-Method Expertise: Few shops can handle embroidery, screen printing, DTG, DTF, and laser engraving under one roof
• B2B Focus: Our specialization in corporate and construction markets provides stability and repeat business
• Relationship-Based Model: Unlike online-only competitors, we build personal relationships with our clients

Understanding Our Competition

To effectively serve our customers, we must understand the competitive landscape:

Online Competitors

• Advantages: Low prices, 24/7 ordering, wide product selection
• Disadvantages: No personal service, limited customization, quality concerns, no local support
• Our Response: Emphasize personal service, local production, quality guarantees, and rush capabilities

Local Competitors

• Screen Printers: Often limited to one decoration method
• Embroidery Shops: May lack volume capacity or other decoration options
• Our Advantage: Full-service capabilities, established reputation, and proven track record

Customer Segments and Their Needs

Construction Companies

• Primary Needs: Durable workwear, safety compliance, professional appearance
• Common Orders: Hi-vis safety shirts, hard hat decals, work jackets
• Key Concerns: Durability, visibility, ANSI compliance, quick replacements
• Buying Patterns: Seasonal spikes, new employee onboarding, safety week promotions

Corporate Clients

• Primary Needs: Professional appearance, brand consistency, employee morale
• Common Orders: Polos, dress shirts, soft shells, conference swag
• Key Concerns: Brand guidelines, professional appearance, budget management
• Buying Patterns: Annual programs, event-driven, holiday gifts

Healthcare and Service Industries

• Primary Needs: Professional uniforms, easy care fabrics, comfort
• Common Orders: Scrubs, lab coats, service uniforms
• Key Concerns: Fabric performance, color consistency, individual names
• Buying Patterns: Regular reorders, new hire packages

Industry Trends and Future Outlook

Technology Trends

• On-Demand Production: DTG and DTF enable cost-effective small runs
• Automation: Automated equipment reduces labor costs and improves consistency
• Online Integration: Web stores and online approvals streamline ordering
• Sustainability: Eco-friendly inks, fabrics, and processes gaining importance

Market Trends

• Personalization: Individual names and custom fits increasingly expected
• Fast Fashion Impact: Customers expect quicker turnarounds
• Quality Over Quantity: Shift toward higher-quality, longer-lasting items
• Brand Storytelling: Apparel as part of broader brand narrative

How We Stay Competitive

Understanding these industry dynamics shapes our competitive strategy:

• Technology Investment: Continuous updates to equipment and software
• Staff Development: Training programs like this manual ensure expertise
• Process Improvement: Regular review and optimization of workflows
• Relationship Focus: Personal service that online competitors can't match
• Quality Commitment: Never compromising on output quality
• Market Responsiveness: Adapting quickly to changing customer needs

Part II: Decoration Technologies - Your Technical Foundation

Understanding our decoration methods is crucial for effective customer service. This section provides detailed information about each technology, enabling you to guide customers to the best solution for their needs, set appropriate expectations, and troubleshoot issues.

Embroidery: The Gold Standard of Decoration

Technical Overview

Embroidery is our heritage and remains our most prestigious decoration method. Using industrial multi-head machines, we create designs by stitching thread directly into fabric. The result is a dimensional, durable, and professional decoration that elevates any garment.

How Embroidery Works

1. Digitizing: Our art department converts your logo into a stitch file using specialized software. This is where art meets science - determining stitch types, directions, densities, and sequencing to achieve optimal results.
2. Machine Setup: Thread colors are loaded onto the machine, and the program is uploaded. Our machines can run up to 15 colors simultaneously.
3. Hooping: Garments are secured in hoops with appropriate backing material. Proper hooping is critical for registration and quality.
4. Production: The machine executes the program, with needles moving at up to 1,200 stitches per minute. A typical left chest logo takes 5-7 minutes per piece.
5. Finishing: Excess backing is trimmed, loose threads are cleaned, and the garment is inspected for quality.

Best Applications

• Corporate Identity: Polos, dress shirts, and outerwear for professional settings
• Uniforms: Durable decoration that withstands industrial washing
• Caps: The preferred method for decorating structured headwear
• Bags & Accessories: Adds perceived value to promotional items
• High-End Retail: Fashion brands often choose embroidery for premium appeal

Technical Specifications and Limitations

Design Considerations

• Minimum Text Height: 0.25" (1/4 inch) for readability
• Maximum Colors: 15 per design (though 6-8 is more common)
• Thread Types: Rayon (shiny), polyester (durable), metallic (specialty)
• Typical Stitch Density: 4-5 stitches per millimeter for solid fills
• Maximum Single Design Size: 14" x 12" (frame dependent)

Common Challenges and Solutions

Stitch Count and Pricing Guide

Understanding stitch count is essential for accurate quoting and setting customer expectations:

Customer Communication Scripts

When Quoting Embroidery:

Addressing Common Concerns:

Customer: "Why is embroidery more expensive than printing?"

Customer: "Can you match this exact color?"

Pro Tips for Sales Success

• Sell the Value: Emphasize durability, professional appearance, and perceived value
• Educate on Complexity: Simple designs often look better than overly detailed ones
• Suggest Cap Options: Embroidery on caps has higher margins and showcases the technique well
• Offer Samples: Showing actual embroidered pieces helps justify the price
• Bundle Pricing: Combine multiple locations or garment types for better value

Quality Standards and Checkpoints

Our embroidery quality standards ensure customer satisfaction:

• Design Approval: All new designs require customer approval before production
• First Piece Inspection: Production stops for quality check on first completed piece
• Thread Tension: Consistent throughout to prevent puckering or loose stitches
• Registration: Multi-color designs must align precisely
• Backing Removal: Clean trimming without damaging the garment
• Final Inspection: Every piece checked for loose threads and overall quality

DTG (Direct to Garment): The Digital Revolution

Technical Overview

Direct to Garment printing represents the intersection of traditional apparel decoration and digital technology. Using modified inkjet technology, we print water-based inks directly onto garments, achieving photographic quality with unlimited colors. Think of it as having a high-resolution printer that works on fabric instead of paper.

The DTG Process Explained

1. Pre-Treatment Application: Garments receive a special coating that helps ink bond with fibers. This is especially critical for dark garments.
2. Pre-Treatment Curing: Heat press at 330°F for 35 seconds to activate the treatment.
3. Garment Loading: Precise placement on the platen ensures accurate print positioning.
4. White Underbase (Dark Garments): A white ink layer is printed first to ensure color vibrancy.
5. CMYK Color Printing: Full-color design is printed using cyan, magenta, yellow, and black inks.
6. Final Curing: Heat press or conveyor dryer at 320°F for 35 seconds to cure the ink permanently.

Ideal Applications

• Photographic Images: Perfect reproduction of photos and complex artwork
• Small Quantities: No screens or setup makes 1-24 pieces economical
• Full-Color Designs: Unlimited colors at no additional cost
• Event Merchandise: Quick turnaround for special events
• Personalization: Individual names or variable data
• Sample/Prototype: Test designs before larger production runs
• Artistic Designs: Watercolors, gradients, and artistic effects

Technical Specifications and Limitations

Print Specifications

• Maximum Print Area: 14" x 16" (may vary by garment style)
• Resolution: Up to 1200 DPI for fine detail
• Color Gamut: Full CMYK spectrum plus white
• Ink Type: Water-based, eco-friendly inks
• Fabric Requirements: Minimum 50% cotton content recommended

Fabric Compatibility Guide

The Light vs. Dark Garment Difference

Light Garments (White, Natural, Light Colors)

• Direct CMYK printing only
• Faster production time
• More economical pricing
• Slightly translucent appearance
• Best color accuracy

Dark Garments (Black, Navy, Dark Colors)

• Requires white underbase layer
• Additional production time
• Higher cost due to extra ink and time
• More opaque, vibrant appearance
• Slightly heavier hand feel

Customer Communication Scripts

Introducing DTG to Customers:

Addressing Common Questions:

Customer: "How long will DTG printing last?"

Customer: "Why does it cost more on dark shirts?"

Design Optimization Tips

• Resolution: Provide artwork at 300 DPI at print size
• Color Mode: RGB color mode (not CMYK) for best results
• Transparency: Include if design requires it - looks great on light garments
• File Formats: PNG with transparent background preferred
• Dark Garment Designs: Consider adding slight borders or shadows for definition

Common DTG Challenges and Solutions

DTG Pricing Strategy

Understanding our pricing helps you communicate value to customers:

• No Setup Fees: Unlike screen printing, there are no screens to create
• Quantity Breaks: Minimal, as production time per piece remains constant
• Complexity Doesn't Add Cost: 1 color or 1,000 colors - same price
• Light vs. Dark Premium: Dark garments typically cost 25-30% more
• Rush Service Available: DTG can accommodate quick turnarounds

Quality Control Standards

• Pre-Production Check: Verify garment compatibility and color
• Test Print: Run test on similar fabric when trying new garments
• Color Calibration: Daily printer calibration ensures consistency
• Curing Verification: Stretch test ensures proper ink cure
• Visual Inspection: Check for print defects, position, and quality
• Packaging: Tissue paper between prints prevents transfer

Screen Printing: The Volume Champion

Technical Overview

Screen printing is the most established and economical method for decorating apparel in larger quantities. This process involves creating stencils (screens) for each color in a design and pushing ink through them onto the garment. The result is vibrant, durable decoration that becomes more cost-effective as quantities increase.

The Screen Printing Process

1. Art Separation: Design is separated into individual colors, each requiring its own screen
2. Screen Creation: Photo emulsion process creates stencils on mesh screens
3. Screen Registration: Screens are aligned precisely for multi-color designs
4. Ink Mixing: Pantone colors are mixed to match brand specifications
5. Printing: Ink is pushed through screens using squeegees
6. Curing: Garments pass through conveyor dryer at 320°F to cure ink
7. Quality Check: Each piece inspected for registration and print quality

Ideal Applications

• Large Orders: Most economical for 48+ pieces
• Bold Graphics: Excellent for solid colors and high contrast
• Athletic Wear: Preferred for team uniforms and jerseys
• Exact Color Matching: Pantone color matching capability
• Special Effects: Metallic, glow-in-the-dark, puff ink options
• Durability Requirements: Most durable decoration method

Technical Capabilities

Screen Specifications

• Maximum Print Area: 15" x 20" (depending on garment)
• Maximum Colors: Up to 8 colors (6 typical for cost efficiency)
• Mesh Counts: 86-305 threads per inch for different effects
• Registration Tolerance: +/- 1/32" for tight multi-color alignment
• Minimum Line Width: 0.5 points for positive lines

Ink Options and Applications

Pricing Structure Explained

Screen printing economics are driven by setup costs spread across quantity:

• Screen Charges: $25-35 per color (one-time setup)
• Quantity Breaks: Significant savings at 48, 72, 144, 288+ pieces
• Color Count: Each additional color adds cost
• Garment Color: Dark garments may require underbase
• Print Locations: Additional locations add setup and run time

Design Considerations

What Works Well

• Bold, solid colors with clear separation
• Vector artwork with defined edges
• Text larger than 12 points
• Designs with 1-6 spot colors
• High contrast between ink and garment

Challenging Designs

• Photographic images (consider DTG)
• Gradients and color blends
• Very fine detail or thin lines
• Designs with 8+ colors
• Low contrast color combinations

Customer Communication Scripts

Explaining Screen Printing Value:

Common Objections and Responses:

Customer: "The setup fees seem high for my 24 shirts."

Customer: "Can you print photographs with screen printing?"

Screen Printing vs. Other Methods

Quality Standards

• Registration: All colors must align within 1/32"
• Ink Coverage: Consistent opacity with no pinholes
• Curing: Ink must pass stretch and wash tests
• Color Matching: Within acceptable Delta E tolerance
• Print Placement: Consistent across all pieces

DTF (Direct to Film): The Versatile Newcomer

Technical Overview

Direct to Film is our newest decoration technology, offering the versatility of DTG with the durability approaching screen printing. Designs are printed onto a special film, then heat-applied to garments. This method bridges the gap between digital and traditional printing, offering unique advantages for specific applications.

The DTF Process

1. Digital Printing: Design is printed onto PET film using special DTF inks
2. Powder Application: Adhesive powder is applied while ink is wet
3. Curing: Film passes through oven to melt powder into ink
4. Storage: Transfers can be stored for later use or shipped
5. Heat Application: Transfer is pressed onto garment at 320°F for 15 seconds
6. Peeling: Film is removed, leaving design permanently bonded

Key Advantages

• Fabric Versatility: Works on cotton, polyester, blends, and even non-fabric items
• No Pre-treatment: Unlike DTG, garments need no preparation
• Inventory Flexibility: Pre-print transfers for on-demand application
• Consistent Quality: Every transfer identical, regardless of fabric color
• Stretchability: Ideal for athletic wear and performance fabrics
• Fine Detail: Captures small text and intricate designs

Ideal Applications

• Mixed Fabric Orders: Same design on various fabric types
• Performance Wear: Polyester athletic jerseys and uniforms
• Small Quantities: Cost-effective for 1-50 pieces
• Complex Designs: Photographic images with fine detail
• Last-Minute Orders: Pre-printed transfers enable same-day fulfillment
• Hard-to-Print Items: Bags, shoes, hats, and accessories

DTF vs. Other Methods Comparison

Customer Communication

Introducing DTF:

Addressing Concerns:

Customer: "Will it feel like those rubbery iron-on transfers?"

Technical Considerations

• Design Requirements: 300 DPI, PNG format with transparency
• Minimum Detail: 0.5mm line width for best results
• Maximum Size: 13" x 19" (film width limitation)
• Storage: Transfers stable for 6+ months if stored properly
• Application: Requires commercial heat press for consistency

Laser Engraving: Precision Personalization

Technical Overview

Laser engraving uses focused light beams to etch designs into materials or remove surface layers to reveal contrasting colors beneath. This process offers unmatched precision and permanence, making it ideal for premium promotional products and personalization.

The Laser Process

1. Design Preparation: Vector artwork is converted to laser paths
2. Material Setup: Item is positioned in laser bed with proper focus
3. Power Settings: Laser power and speed adjusted for material type
4. Engraving: Laser beam removes material or changes its color
5. Cleaning: Debris is removed and item is quality checked

Materials We Laser

Promotional Products

• Drinkware: Tumblers, water bottles, mugs (powder-coated ideal)
• Wood Products: Cutting boards, coasters, awards
• Leather: Portfolios, journals, keychains
• Acrylic: Awards, signs, displays
• Metal: Anodized aluminum, coated metals

Apparel Applications

• Leather Patches: For jeans, hats, bags
• Fleece/Polar Fleece: Tonal designs with texture
• Denim: Distressed effects and patterns

Laser Capabilities

Design Considerations

• Contrast is Key: Laser reveals material beneath or creates texture
• Vector Preferred: Clean lines and text work best
• No Color: Laser creates contrast, not color
• Fine Detail Possible: Can achieve details impossible with other methods

Customer Communication

Selling Laser Engraving:

Common Laser Products and Applications

Corporate Gifts

• Executive pen sets
• Leather portfolios with company logos
• Crystal awards and recognition pieces
• Wooden desk accessories

Employee Recognition

• Personalized tumblers with names
• Years of service awards
• Safety achievement plaques
• Team member appreciation gifts

Stickers, Decals, and Additional Services

Sticker and Decal Production

Our digital printing capabilities extend beyond apparel to adhesive products that complement our customers' branding needs.

Types We Produce

• Die-Cut Stickers: Custom shapes, any size up to 24" wide
• Hard Hat Decals: Reflective and standard options for safety compliance
• Vehicle Decals: Weather-resistant vinyl for fleet marking
• Window Clings: Repositionable for temporary promotions
• Product Labels: Durable labels for products and packaging

Complementary Services

Graphic Design

• Logo creation and refinement
• Design adaptation for different decoration methods
• Brand guideline development
• Marketing material design

Fulfillment Services

• Individual packaging and shipping
• Inventory management
• Online company stores
• Drop-shipping to multiple locations

Specialty Decorations

• Rhinestone and sequin application
• Appliqué and mixed-media designs
• Specialty threads (metallic, glow-in-dark)
• Custom patches and emblems

Value-Added Opportunities

These additional services provide opportunities to increase order value and customer satisfaction:

• Bundle Packages: Combine apparel with matching stickers
• Complete Branding: Offer design services with production
• Convenience Services: Individual packaging saves customer time
• One-Stop Shopping: Handle all promotional needs

Part III: Sales Process & Customer Service Excellence

This section transforms your technical knowledge into customer success. You'll learn our proven sales process, master customer communication, and understand how to guide clients to the best solutions for their needs.

Chapter 3: The Northwest Custom Apparel Sales Journey

Understanding the Sales Cycle

Our sales process is consultative, not transactional. We're not order-takers; we're brand consultants who happen to decorate apparel. This philosophy drives every customer interaction.

The Customer Journey Map

1. Initial Contact: Phone, email, or walk-in inquiry
2. Discovery: Understanding needs, usage, and goals
3. Education: Explaining options and making recommendations
4. Quoting: Providing accurate, timely pricing
5. Design Process: Creating or refining artwork
6. Approval: Getting customer sign-off
7. Production: Managing the order through completion
8. Delivery: Ensuring customer satisfaction
9. Follow-up: Building for future business

Phase 1: Initial Contact & Discovery

First Impressions Matter

Answer within 3 rings with: "Good [morning/afternoon], Northwest Custom Apparel, this is [your name]. How can I create a WOW moment for you today?"

Alternative greetings that align with our mission:

• "How can I make your day better?"
• "How can I help create something amazing for you?"
• "What can we do to exceed your expectations today?"

Essential Discovery Questions

• Purpose: "What's the occasion or purpose for these items?"
• Quantity: "How many pieces are you looking for?"
• Timeline: "When do you need these by?"
• Budget: "Do you have a budget range in mind?"
• Design: "Do you have artwork ready, or will you need design help?"
• History: "Have you done custom apparel before? What worked well?"

Active Listening Techniques

• Take detailed notes during the conversation
• Repeat back key points to confirm understanding
• Ask clarifying questions
• Listen for unstated needs or concerns

Phase 2: Education & Recommendation

The Consultative Approach

Based on discovery, guide customers to the best solution:

Value Communication

Don't just quote prices; communicate value:

• Quality: "This will last the life of the garment"
• Service: "We handle everything in-house for better control"
• Expertise: "In our 40+ years, we've learned what works"
• Convenience: "One call handles design through delivery"

Phase 3: Quoting Best Practices

Quote Components

1. Item Cost: Base garment price
2. Decoration Cost: Method-specific pricing
3. Setup Fees: One-time charges clearly explained
4. Art Fees: If applicable
5. Rush Charges: If timeline requires
6. Shipping: Or pickup availability

Quote Presentation Scripts

Handling Price Objections

Customer: "That seems expensive."

Customer: "I can get it cheaper online."

Phase 4: Order Management

Order Intake Checklist

• ❑ All contact information verified
• ❑ Design specifications clear
• ❑ Garment styles, colors, sizes confirmed
• ❑ Decoration locations specified
• ❑ Timeline confirmed and achievable
• ❑ Payment terms understood
• ❑ Art approval process explained

Setting Expectations

Clear communication prevents problems:

• "You'll receive an art proof within 24-48 hours"
• "Production begins after your approval"
• "We'll call if any issues arise"
• "You'll receive tracking when it ships"

Building Long-Term Relationships

The 80/20 Rule

80% of our business comes from 20% of our customers. Identify and nurture these relationships:

• Program Accounts: Regular reorders, predictable business
• Seasonal Customers: Annual events, holiday orders
• Referral Sources: Customers who send others to us
• Growth Potential: Small companies becoming larger

Relationship Building Tactics

• Remember names and previous orders
• Proactively suggest reorder timing
• Send holiday cards to key accounts
• Offer loyalty pricing for repeat business
• Be their apparel consultant, not just vendor

Turning Problems into Opportunities

The SERVICE Recovery Model

• Stop and listen to the concern
• Empathize with their situation
• Respond with solutions
• Verify their satisfaction
• Implement the solution quickly
• Check back after resolution
• Examine what we can learn

Common Issues and Solutions

Part IV: Operational Workflow - From Quote to Delivery

Understanding our complete workflow ensures smooth order processing and helps you set accurate customer expectations. This section covers our standard operating procedures and systems.

Chapter 4: Standard Operating Procedures

Order Processing Workflow

Step 1: Quote Creation

• Use current pricing sheets (updated monthly)
• Include all costs: garments, decoration, setup, art
• Add appropriate markup based on customer type
• Quote valid for 30 days unless specified
• Save in customer file for easy reference

Step 2: Art Development Process

1. Art Intake: Evaluate provided artwork
   • Vector files (AI, EPS, PDF) preferred
   • Minimum 300 DPI for raster images
   • Note any quality concerns immediately
2. Art Creation/Modification:
   • 1 hour included in most orders
   • Additional time billed at $75/hour
   • Keep customer informed of additional costs
3. Proof Generation:
   • Show mockup on actual garment color
   • Include size and placement info
   • Note any color matching limitations
4. Approval Process:
   • Email proof with clear subject line
   • Require written approval
   • File approval for reference

Step 3: Production Planning

• Scheduling: Based on decoration method and current workload
• Material Verification: Ensure all garments/materials in stock
• Work Order Creation: Detailed instructions for production team
• Quality Checkpoints: First piece approval, mid-run checks, final inspection

Inventory Management

Garment Sourcing

• Primary Vendors: SanMar, AlphaBroder, S&S Activewear
• Ordering Lead Times: 1-3 days typical, longer for special items
• Stock Items: Common styles/colors kept on hand
• Special Orders: Require deposit and longer timeline

Supply Management

• Thread: Madeira and Robison-Anton primary suppliers
• Inks: Method-specific inventory tracking
• Consumables: Backing, pretreatment, transfer materials
• Reorder Points: Automated system alerts for low stock

Quality Control Systems

Three-Touch System

1. Pre-Production: Sales reviews order for completeness
2. Mid-Production: Production lead checks first piece
3. Post-Production: Final inspection before packaging

Quality Standards by Method

Communication Protocols

Internal Communication

• Work Orders: Complete details, special instructions highlighted
• Production Meetings: Daily standup at 8 AM
• Issue Escalation: Immediate notification of problems
• Shift Handoffs: Written notes for continuity

Customer Communication

• Order Confirmation: Within 24 hours of order placement
• Production Updates: For orders over $500 or rush jobs
• Completion Notice: When ready for pickup/shipping
• Follow-up: 1 week after delivery

Technology and Systems

Software Tools

• QuickBooks: Invoicing and accounting
• Pulse/Tajima: Embroidery digitizing
• Adobe Creative Suite: Design work
• PromoStandards: Inventory management
• Google Workspace: Email and file storage

File Organization

• Customer folders by company name
• Order subfolders by date and order number
• Archive completed orders annually
• Backup all files daily to cloud storage

Shipping and Fulfillment

Packaging Standards

• Fold professionally with tissue paper
• Include packing slip and care instructions
• Use appropriate box size to prevent damage
• Add marketing materials for new customers

Shipping Options

• Standard: UPS Ground (3-5 days)
• Express: UPS 2-Day or Next Day Air
• Local Delivery: Available within 20 miles
• Customer Pickup: Ready by 3 PM notification

Part V: Company Policies & Procedures

This section covers the administrative and human resources aspects of working at Northwest Custom Apparel, including company policies, benefits, and professional development opportunities.

Chapter 5: Human Resources & Company Policies

Employment Policies

Work Schedule and Attendance

• Business Hours: Monday-Friday, 8:00 AM - 5:00 PM
• Lunch: 30 minutes unpaid, scheduled by department
• Breaks: Two 15-minute paid breaks daily
• Overtime: Authorized in advance, paid at 1.5x rate
• Attendance: Call supervisor by 7:30 AM if absent

Paid Time Off (PTO)

• Accrual: Based on length of service
• Year 1: 40 hours (5 days)
• Years 2+: 80 hours (10 days)
• Request Process: Submit 2 weeks in advance when possible

Holidays

The following holidays are observed with pay:

• New Year's Day
• Memorial Day
• Independence Day
• Labor Day
• Thanksgiving Day
• Day after Thanksgiving
• Christmas Day

Professional Conduct

Dress Code

• Customer-Facing Roles: Business casual, company apparel encouraged
• Production Team: Comfortable clothing, closed-toe shoes required
• Friday: Casual dress for all departments
• Safety: No loose jewelry or clothing near machinery

Communication Standards

• Email: Respond within 24 hours
• Phone: Professional greeting always
• Social Media: No disparaging comments about company/customers
• Confidentiality: Customer information stays private

Performance Expectations & Goal Setting

CSR Performance Standards

Monthly Goal Setting Framework

1. Personal Revenue Goal: Each CSR should have a monthly revenue target
2. New Customer Goal: Acquire X new accounts per month
3. Reactivation Goal: Bring back X dormant customers
4. Learning Goal: Master one new product line or technique
5. Efficiency Goal: Reduce quote time by X%

Commission & Incentive Structure

Business Best Practices

Positioning & Differentiation

Our Unique Value Propositions

1. Local Production: "See your order being made"
2. Multi-Method Expertise: "One stop for all decoration needs"
3. Rush Capability: "When you need it yesterday"
4. Personal Service: "Your dedicated apparel consultant"
5. Quality Guarantee: "We fix it or refund it"

Common "Dumb Mistakes" to Avoid

Profitability Guidelines

The "Progress Not Perfection" Mindset

• Daily Improvement: 1% better each day = 365% better in a year
• Learn from Mistakes: Document what went wrong and share solutions
• Celebrate Small Wins: Every upsell, saved order, and happy customer matters
• Ask for Help: The team succeeds together
• Stay Curious: The industry constantly evolves - so should you

Performance and Development

Performance Reviews

• Schedule: Annual review on hire date anniversary
• Components: Self-evaluation, supervisor assessment, goal setting
• Merit Increases: Based on performance and company financial health
• Career Path: Discussion of advancement opportunities

Training and Development

• Initial Training: 2-week comprehensive program
• Ongoing Education: Monthly skill-building sessions
• Industry Events: Trade show attendance for key staff
• Certification: Support for relevant certifications

Workplace Safety

General Safety Rules

• Report all injuries immediately, no matter how minor
• Know location of fire extinguishers and exits
• Keep work areas clean and organized
• Follow lockout/tagout procedures for equipment
• Use required PPE for all tasks

Equipment-Specific Safety

• Embroidery: Moving parts, needle hazards
• Heat Press: Burn risk, proper lifting technique
• Screen Print: Chemical handling, ventilation
• Laser: Eye protection, ventilation

Company Culture and Values in Practice

Living Our Values

• Respect: Listen to all ideas, treat everyone professionally
• Excellence: Take pride in every order, continuous improvement
• Accountability: Own your mistakes, fix them quickly
• Compassion: Support teammates, understand customer pressures
• Honesty: Clear communication, realistic promises

Team Building

• Monthly all-hands meetings
• Cross-training opportunities
• Peer recognition program
• Open-door policy with management

Part VI: Resources & Reference Materials

This final section provides quick reference guides, troubleshooting resources, and additional learning materials to support your ongoing development.

Chapter 6: Quick Reference and Resources

Pricing Quick Reference

Standard Markups by Customer Type

• Retail/Walk-in: 100% markup (keystone)
• Corporate Accounts: 60-80% markup
• Contractors/Volume: 40-60% markup
• Non-Profit: 35-50% markup
• Resellers: 25-35% markup

Rush Charge Schedule

• Standard: 10-12 business days
• Rush (5-7 days): 25% surcharge
• Super Rush (2-4 days): 50% surcharge
• Next Day: 100% surcharge (if possible)

Vendor Quick Reference

Primary Apparel Suppliers

• SanMar: 800-227-5432 | sanmar.com
• AlphaBroder: 800-577-1377 | alphabroder.com
• S&S Activewear: 800-435-0215 | ssactivewear.com
• Staton: 800-888-8888 | statononline.com

Supply Vendors

• Thread: Madeira USA | 800-547-8025
• Screen Supplies: Ryonet | 800-314-6390
• DTG Supplies: Equipment Zone | 800-408-0040
• Transfer Materials: Stahls | 800-478-2457

Troubleshooting Guide

Common Customer Complaints and Solutions

Industry Terminology Glossary

Decoration Terms

• Backing/Stabilizer: Material that supports fabric during embroidery
• Digitizing: Converting artwork to embroidery stitch file
• Underbase: White ink layer under colors on dark garments
• Registration: Alignment of multiple colors
• Halftone: Dots that create gradients in screen printing
• Trap: Overlap between colors to prevent gaps

Garment Terms

• GSM: Grams per square meter (fabric weight)
• Ring-spun: Softer, higher-quality cotton
• Moisture-wicking: Fabric that moves sweat away
• Tubular: No side seams
• Side-seamed: Tailored fit with side seams

Calculation Formulas

Embroidery Pricing

Base Price + (Stitch Count ÷ 1000 × Per Thousand Rate) + Location Charges

Screen Print Pricing

(Garment Cost + Print Cost + (Setup ÷ Quantity)) × Markup

Margin Calculation

Margin % = (Selling Price - Cost) ÷ Selling Price × 100

Emergency Contacts

Key Personnel

• Jim Mickelson (Owner): 253-xxx-xxxx
• Erik Mickelson (Operations): 253-xxx-xxxx
• Ruth (Production Manager): 253-xxx-xxxx
• Building Emergency: 911

Continuing Education Resources

Industry Publications

• Impressions Magazine
• Printwear Magazine
• ASI Central
• PPAI Publications

Online Resources

• YouTube: Decoration technique videos
• Vendor webinars and training
• Industry forums and groups
• Equipment manufacturer resources

Final Thoughts: Your Journey Forward

Congratulations on completing this comprehensive training manual. You now have the foundation to succeed at Northwest Custom Apparel. Remember:

• Every expert was once a beginner
• Questions are encouraged - they show engagement
• Mistakes are learning opportunities
• Your fresh perspective brings value
• Success comes from consistent daily improvement

Welcome to the Northwest Custom Apparel family. Together, we'll continue building on 47 years of excellence, one satisfied customer at a time.

DTF (Direct to Film)

Overview

DTF is our newest technology, combining the quality of screen printing with the flexibility of DTG. Designs are printed on special film and heat-pressed onto garments.

Process Steps

1. Printing: Print design on special film
2. Powder Application: Apply adhesive powder
3. Curing: Melt powder to create transfer
4. Heat Press: Apply transfer to garment

Advantages

• Works on ANY fabric type
• No pre-treatment needed
• Vibrant colors on dark garments
• Soft hand feel
• Excellent stretch and durability

Best For

• Performance fabrics
• Polyester garments
• Small quantity orders
• Complex designs on dark garments
• Mixed fabric orders

Laser Engraving

Overview

Laser engraving uses concentrated light to etch designs permanently into hard surfaces. Perfect for promotional products and awards.

Materials

• Metals: Tumblers, flasks, keychains
• Wood: Cutting boards, coasters
• Glass: Awards, drinkware
• Leather: Portfolios, journals
• Acrylic: Awards, displays

Popular Products

• YETI-style tumblers
• Polar Camel drinkware
• Cutting boards
• Leather portfolios
• Awards and plaques

Design Considerations

• Vector art works best
• Fine detail capability
• Single color (etched) appearance
• Permanent marking

Stickers

Types Available

• Die Cut: Custom shaped, individual stickers
• Kiss Cut: Stickers on backing sheet
• Sheet Labels: Multiple stickers per sheet
• Roll Labels: For automated application

Materials

• Vinyl: Weatherproof, outdoor use
• Paper: Indoor use, most economical
• Clear: Transparent background
• Specialty: Holographic, reflective

Common Uses

• Branding and marketing
• Product labeling
• Event giveaways
• Packaging enhancement
• Equipment identification

Sales Process & Customer Journey

Initial Contact

1. Greeting: "Thank you for calling Northwest Custom Apparel, this is [name], how can I help you create something amazing today?"
2. Discovery: Ask open-ended questions
   • What type of event/purpose?
   • When do you need them?
   • How many pieces?
   • Do you have artwork ready?
3. Qualification: Determine best decoration method
4. Education: Explain options and recommendations

Quote Process

1. Gather Information:
   • Contact details
   • Garment preferences
   • Quantity and sizes
   • Design details
   • Timeline
2. Pricing Calculation: Use appropriate calculator
3. Quote Delivery: Email within 24 hours
4. Follow-up: Call/email within 48 hours

Order Process

1. Confirmation: Review all details
2. Art Approval: Get written approval on mockup
3. Payment: 50% deposit required
4. Production: Enter into system
5. Updates: Proactive communication
6. Completion: Quality check and delivery

Pricing Structures

Contract vs. Retail

• Contract: Customer provides garments
• Retail: We provide garments + decoration

Volume Discounts

Additional Charges

• Rush Service: 50% surcharge for under 5 days
• Individual Names: $5-10 per item
• Metallic Thread: 25% upcharge
• Specialty Locations: May require additional setup

Minimum Orders

• Embroidery: No minimum (LTM fee under 12)
• DTG: No minimum
• Screen Print: 24 piece minimum
• DTF: No minimum

Customer Files & Setup

File Requirements

• Vector Files: .AI, .EPS, .PDF (preferred)
• Raster Files: .PNG, .JPG (300 DPI minimum)
• Embroidery: .DST files helpful but not required

Art Services

• Basic Setup: $25-50 for simple designs
• Custom Design: $75-150 for complex artwork
• Digitizing: $25-100 based on complexity
• Mockups: Free with order

Common File Issues

• Low Resolution: Request higher quality file
• Wrong Format: Our art team can often convert
• Complex Gradients: May need simplification
• Too Many Colors: Suggest alternatives

Garment Information

Popular Brands

• Port & Company: Budget-friendly basics
• Port Authority: Professional/corporate
• Sport-Tek: Athletic performance
• District: Fashion-forward styles
• New Era: Premium headwear
• Nike/Adidas: Premium athletic

Fabric Considerations

• 100% Cotton: Best for DTG, comfortable
• 50/50 Blends: Durable, less shrinkage
• 100% Polyester: Moisture-wicking, vibrant sublimation
• Tri-Blend: Soft, fashion feel
• Performance: Technical fabrics need special handling

Sizing Guidelines

• Always refer to manufacturer size charts
• Recommend ordering samples for fit
• Youth sizes run smaller than adult
• Ladies' cuts are more fitted
• Consider shrinkage (3-5% for cotton)

Production Process

Standard Timeline

• Embroidery: 7-10 business days
• DTG: 5-7 business days
• Screen Print: 10-14 business days
• DTF: 5-7 business days
• Rush Available: As fast as same day

Production Steps

1. Art Approval: Customer signs off on mockup
2. Order Entry: Details entered in system
3. Scheduling: Production assigns to appropriate day
4. Setup: Art prepared for production method
5. Production: Items decorated
6. Quality Check: Inspection against order specs
7. Packaging: Folded and bagged
8. Shipping/Pickup: Customer notified

Rush Service

• Available for most orders
• 50% rush charge applies
• Must confirm availability with production
• Payment in full required upfront

Ordering & Invoicing

Order Requirements

• Written Approval: Email confirmation of artwork
• Deposit: 50% down, balance on completion
• Size Breakdown: Specific quantities per size
• Shipping Info: Complete address if needed

Payment Options

• Credit Card (Visa, MC, Amex, Discover)
• Check (may delay production)
• ACH/Wire Transfer
• Net Terms (approved accounts only)
• Purchase Orders (approved accounts)

Invoicing Process

1. Quote approved by customer
2. Invoice created with deposit amount
3. Payment processed
4. Production begins
5. Final invoice sent upon completion
6. Balance collected before delivery

Shipping & Delivery

Shipping Options

• Pickup: Free at our location
• Local Delivery: $25-50 depending on distance
• UPS Ground: 3-5 business days
• UPS 2-Day: Expedited option
• UPS Next Day: For rush orders

Packaging

• Individual poly-bagging available
• Size stickers for easy distribution
• Bulk packaging standard
• Special packaging upon request

Tracking & Communication

• Tracking number provided via email
• Signature required for high-value orders
• Insurance included on all shipments
• Delivery confirmation sent to customer

Quality Assurance

Quality Standards

• Every item inspected before shipping
• Artwork placement verified
• Thread trimming completed
• Heat press temperature verified
• Print quality checked

Common Issues & Solutions

• Thread Breaks: Re-run affected items
• Misalignment: Caught in QC, corrected
• Wrong Color: Verify with approved mockup
• Size Issues: Reference manufacturer charts

Handling Complaints

1. Listen completely without interrupting
2. Apologize for the inconvenience
3. Ask clarifying questions
4. Offer solutions (redo, discount, credit)
5. Follow up to ensure satisfaction

Marketing & Lead Generation

Target Markets

• Construction Companies: Safety gear, uniforms
• Schools: Spirit wear, teams, clubs
• Churches: Event shirts, youth groups
• Businesses: Branded apparel, gifts
• Events: Races, reunions, tournaments

Marketing Messages

• Family-owned since 1977
• In-house production for quality control
• Multiple decoration methods under one roof
• No order too small or too large
• Rush service available

Referral Program

• 10% credit for successful referrals
• Both parties benefit
• Track referrals in CRM
• Send thank you notes

Customer Communication

Phone Etiquette

• Answer within 3 rings
• Smile while talking (they can hear it)
• Use customer's name
• Take detailed notes
• Confirm next steps before hanging up

Email Best Practices

• Respond within 24 hours
• Use professional templates
• Include all relevant details
• Attach mockups and quotes
• Clear call to action

Follow-Up Schedule

• Quote: 48 hours after sending
• Sample: 1 week after delivery
• Order: Upon completion
• Post-Delivery: 1 week after
• Reorder: 3-6 months

Building Relationships

• Remember personal details
• Note preferences in CRM
• Send holiday cards
• Celebrate customer successes
• Be genuine and caring

Key Takeaways

Resources

• CRM System: All customer information and history
• Price Calculators: Automated quoting tools
• Product Catalogs: SanMar, AlphaBroder, S&S
• Art Templates: Common designs and layouts
• Training Videos: Ongoing education

Getting Help

• Production Questions: Ask production manager
• Pricing Issues: Check with sales manager
• Technical Problems: Contact IT support
• Customer Complaints: Escalate to management
• Never Guess: Always ask if unsure

Conclusion: Your Journey to Excellence

Your Path Forward

This manual has provided you with the foundation, but your real education begins now. Every customer interaction, every order processed, and every challenge overcome adds to your expertise. Remember these key principles as you grow:

Industry Wisdom to Live By

Your First 90 Days

Remember Why We Do This

We're not just decorating apparel. We're:

• Helping a construction company keep workers safe with high-visibility gear
• Creating team unity with matching uniforms
• Building brand recognition that drives business growth
• Commemorating life's special moments with custom designs
• Supporting local businesses in our community

Welcome to the Team

You've completed this manual, but your journey is just beginning. You're now equipped with knowledge that took decades to accumulate. Use it wisely, share it generously, and add your own chapters to our story.

As you interact with customers, remember that you represent not just Northwest Custom Apparel, but an entire industry of craftspeople, artists, and business professionals who help brands come to life through decorated apparel.

Now go forth and create something great!