Executive Summary

In the custom apparel industry, where Northwest Custom Apparel specializes in embroidery and screen printing for businesses, effective lead management is crucial for growth. This comprehensive guide provides a systematic approach to nurturing leads from initial contact through conversion, leveraging industry best practices and data-driven strategies.

12-24hrs
Response Time Goal
6-8
Touchpoints Over 2 Weeks
20-30%
Target Conversion Rate
47%
Higher Order Value

Lead Capture and CRM Integration

Critical First Step: All leads must be entered into ShopWorks within 10-15 minutes of receipt. This ensures no opportunities are lost and enables automated follow-up reminders.

Immediate Actions Upon Lead Receipt

  1. Assign to Account Executive (AE) - Based on territory, industry, or availability
  2. Log in ShopWorks Marketing Database - Include all contact details and request specifics
  3. Attach Logo/Artwork - For quick mock-up generation
  4. Score Lead Using BANT Criteria - Prioritize high-value opportunities
  5. Set Follow-Up Reminder - Automated alert for 12-hour response

Custom Fields for Apparel-Specific Notes

BANT Lead Scoring System

Score each lead based on Budget, Authority, Need, and Timeline. Leads scoring 40-50 points should receive immediate priority attention.

Budget (0-15 points)

Stated budget > $5,000 15 pts
Budget $1,000-$5,000 10 pts
Budget < $1,000 5 pts
No budget mentioned 0 pts

Authority (0-15 points)

Owner/C-Level 15 pts
Manager/Director 10 pts
Influencer/Committee 5 pts
Unknown role 0 pts

Need (0-10 points)

Specific requirements 10 pts
General inquiry 5 pts
Just browsing 2 pts

Timeline (0-10 points)

Immediate (< 2 weeks) 10 pts
This month 7 pts
This quarter 4 pts
Future/Unknown 1 pt
Qualification Threshold: Leads scoring 30+ points (3 out of 4 BANT criteria) should be considered qualified and receive priority follow-up.

Follow-Up Timeline and Cadence

Timing Action Channel Example/Template Priority
Immediate Log in ShopWorks CRM Enter all details, score lead, assign AE Critical
12-24 Hours Acknowledgment Email Thank you, recap order, offer mock-up High
Day 1-2 Rapport Building Phone Discuss needs, timeline, budget High
Day 3-5 Value Nurture Email/Social Branding tips, case studies, samples Medium
Day 7-10 Incentive Push SMS/Email Limited-time discount, free shipping Medium
After 2 Weeks Close/Archive Email Final nudge or move to drip campaign Low
Speed Matters: 50% of B2B buyers choose the vendor that responds first. Aim for initial response within 12 hours maximum.

Multi-Channel Nurturing Strategy

📧 Email Channel

Email Best Practices

  • Personalize subject lines with company name or specific request
  • Keep initial emails under 150 words
  • Include visual mock-ups or samples in second email
  • Use clear CTAs (Schedule Demo, Get Quote, View Samples)
  • A/B test subject lines for 20% better open rates

Optimal Send Times: Tuesday-Thursday, 10-11 AM or 2-3 PM local time

📞 Phone Channel

Phone Follow-Up Strategy

  • Call 1-2 days after initial email for warm handoff
  • Best times: Tuesday-Thursday, 10-11 AM or 2-4 PM
  • Leave voicemail with specific value proposition
  • Reference their specific request/logo
  • Maximum 3 call attempts before switching channels

Voicemail Script: "Hi [Name], this is [Your Name] from Northwest Custom Apparel. I received your request for [specific item] and have some great ideas for your [company/event]. I'll send you a mock-up by email, but I'd love to discuss your timeline and any specific requirements. You can reach me at 253-922-5793."

💬 SMS/Text Channel

SMS Best Practices

  • Only use after permission granted or existing relationship
  • Keep messages under 160 characters
  • Include opt-out instructions
  • Best for: Appointment reminders, shipping updates, urgent offers
  • Response rate: 45% within 3 minutes

Example: "Hi [Name]! Your custom apparel mock-up is ready. Check your email or text YES for me to call with details. Reply STOP to opt out. -[Your Name], NWCA"

💼 LinkedIn/Social Channel

Social Media Engagement

  • Connect on LinkedIn after first email
  • Share relevant content (not sales pitches)
  • Comment on their company updates
  • Send InMail only if email bounces
  • Use for relationship building, not hard selling

LinkedIn Message Template: "Hi [Name], I noticed your company [recent achievement/news]. Congrats! I sent over some ideas for your custom apparel request. Looking forward to working with [Company Name]. -[Your Name]"

Email Template Examples

Initial Response (12-24 hours)
Subject: Re: Your Custom [Embroidery/Screen Print] Request - [Company Name] Hi [Name], Thank you for reaching out to Northwest Custom Apparel! I'm excited to help with your [specific request - e.g., embroidered polos for your team]. I've reviewed your requirements for [quantity] [garment type] with [decoration type], and I have some great options that would work perfectly for [company/event]. Next steps: ✓ I'll prepare a digital mock-up using your logo ✓ You'll receive pricing options within 24 hours ✓ We can schedule a quick call to discuss any specific needs Quick question: Do you have a preferred garment brand (Carhartt, Nike, Port Authority), or would you like recommendations based on your use case? Best regards, [Your Name] [Your Title] | Northwest Custom Apparel 📞 253-922-5793 | ✉️ [your email]
Mock-up Ready (Day 2-3)
Subject: Your Custom Design is Ready! - [Company Name] Hi [Name], Great news! I've created a mock-up of your custom [product] – check it out! [Attach mock-up image] Here's what I've prepared for you: • [Garment description and color] • [Decoration method and location] • [Special features or notes] Pricing for [quantity] pieces: • Option 1: $[price] per piece - [Standard delivery] • Option 2: $[price] per piece - [Rush delivery] • Bulk discount available for 72+ pieces The mock-up can be adjusted – different colors, placement, or garment styles are no problem. Would you prefer to review this over a quick call, or should I send additional options? [Your Name] P.S. We're running a special this month: Free shipping on orders over $500!
Value Nurture (Day 3-5)
Subject: 3 Tips for Perfect Company Apparel - [Company Name] Hi [Name], While you're considering your custom apparel options, I thought you might find these tips helpful: 1. **Fabric Matters for Your Industry** - Construction/Outdoor: Carhartt or similar durables last 3x longer - Office/Sales: Moisture-wicking polos keep teams comfortable - Events: Tri-blend tees offer the softest feel 2. **Logo Placement Best Practices** - Left chest: Professional, standard placement - Full back: Maximum visibility for events - Sleeve: Modern, subtle branding 3. **Color Psychology in Branding** - Did you know consistent brand colors increase recognition by 80%? By the way, here's how we helped [Similar Company] with their apparel needs: [Link to case study or testimonial] Still happy to discuss your [specific request] whenever you're ready! [Your Name]
Incentive Offer (Day 7-10)
Subject: 🎁 Special Offer Expires Friday - [Company Name] Hi [Name], I wanted to make sure you saw the mock-up I sent for your [product request]. To help with your decision, I've secured a special offer for you: **This Week Only:** • 10% off orders placed by Friday • FREE shipping (normally $50-75) • FREE digitizing of your logo ($75 value) • Total savings: Up to $200 This brings your price down to just $[price] per piece for premium [product type]. Plus, we can still meet your [timeline/event date] with time to spare. Want to lock in these savings? Just reply with "YES" and I'll send the official quote. [Your Name] P.S. This offer is exclusive to new customers and expires Friday at 5 PM.
Break-up Email (After 2 weeks)
Subject: Should I close your file? - [Company Name] Hi [Name], I haven't heard back about your custom [product] request, so I wanted to check in one last time. I understand priorities change, and you might be: • Gathering approvals • Waiting on budget confirmation • Exploring other options • Just busy with other projects If you'd like me to: → Check back in a month → Send different options → Adjust the pricing → Close your file for now Just let me know with a quick reply. Otherwise, I'll archive your request but keep your mock-up and pricing on file for whenever you're ready. Thanks for considering Northwest Custom Apparel! [Your Name] P.S. Your mock-up and quote will remain valid for 30 days.

Industry Best Practices for 2025

⚡
Speed-to-Lead
Respond within 12-24 hours maximum. Companies that respond within an hour are 7x more likely to qualify the lead. Set up auto-responders for immediate acknowledgment.
🎯
Personalization at Scale
Reference specific details from their inquiry (logo, event, quantity). Use merge tags for names and companies, but personalize 20-30% of each message. Mention recent company news or achievements found on LinkedIn.
📊
Data-Driven Decisions
Track response rates, conversion rates, and average deal size by lead source. A/B test subject lines, send times, and offers. Use ShopWorks reporting to identify patterns in successful conversions.
🎨
Visual Selling
Include mock-ups in second touch point. Use before/after examples. Create video walk-throughs for complex orders. Show products in real-world settings.
🔄
Persistent Follow-Up
Average of 6-8 touches needed for B2B conversion. Space follow-ups to avoid fatigue (3-3-4 day intervals). Vary channels and content types. Know when to stop (typically after 2-3 weeks of no response).
🤝
Relationship Building
Focus on being helpful, not pushy. Share industry insights and tips. Connect on LinkedIn for long-term nurturing. Remember: Today's "no" might be tomorrow's "yes".

Performance Monitoring & KPIs

Key Metrics to Track

Metric Target How to Calculate Review Frequency
Response Time < 12 hours Time from lead receipt to first response Daily
Response Rate > 80% Leads contacted ÷ Total leads × 100 Weekly
Conversion Rate 20-30% Closed deals ÷ Total leads × 100 Monthly
Average Deal Size Track trend Total revenue ÷ Number of deals Monthly
Lead Velocity < 14 days Average time from lead to close Monthly
Touch Points to Close 6-8 Count all interactions before conversion Quarterly

Weekly Review Checklist

Common Challenges & Solutions

Challenge Solution Prevention
Lead goes cold after initial interest Send value-add content, offer samples, provide social proof Respond faster, better qualify needs upfront
Price objections Focus on value/ROI, offer payment terms, show comparisons Set expectations early, qualify budget in BANT
Long decision cycles Create urgency with limited offers, engage multiple stakeholders Understand their process, set clear timelines
Lost to competitor Follow up in 3 months, maintain relationship Differentiate better, showcase unique value
Poor data quality Regular CRM audits, verify contact info early Standardize data entry, use required fields
Inconsistent follow-up Use ShopWorks automation, set team standards Create SOPs, use templates, automate reminders

Quick Reference Checklist

Print this section and keep it at your desk for quick reference!

✅ New Lead Checklist

📅 Daily Tasks

📊 Weekly Tasks