June from Brother - No Snow But a Show In Orlando!

The weather in New Jersey this week is snowy and really cold and to some folks that may not seem so wonderous but when we had an unexpected family gathering in New York last week it made one little girl happy.  My 16 year old niece was visiting from Ocala, Fl and she had never seen snow in her ... [More]

LaRueSews-Quilting-Straighten Up!

In beginning this blog, I realized that I need to back track and talk about something I left out some time ago. You really need to straighten the fabric before you begin any project.  That doesn’t include quilting alone.  It includes any kind of sewing.  Because of the nature of... [More]

Florida, Here We Come!

Packing our bags...It's official, we booked our flights and made hotel reservations: we will be teaching / demoing at the upcoming AnnTheGran Community Circle event on March 27 and 28, 2009 in Orlando!And what a great coincidence it is that we will be at the AnnTheGran event, in the "roots&... [More]

What is all this stuff and how did it get into my house?

We’re trying to pare down here at the old homestead. I have no idea where all this stuff came from but it’s gotta go! Okay, I know where it came from . . . . Live in the same house for 47 years and stuff piles up. Plus, Bill has a habit that I’ve heard that a lot of men have: Somet... [More]

What Makes Us Different – How Our Furniture is Designed

Until now, I’ve talked about the things we use in our furniture such as the hardware, the sewing machine lift, and even the dowels and glue we use to put it all together.  But that comes after the cabinet comes off the drawing board and proceeds to construction.   Other than things... [More]

LaRueSews-Quilts-I'm Baaaaak!

I hope everyone had a really great Christmas/Chanukah/holiday season.  As well the happiest New Year since January 1, 2008. ;o) Before I began this blog, I checked with the folks at AnnTheGran to be sure you all want me to continue with my ramblings.  Since this is the first time for me in... [More]

It takes time to save time...

Happy New Year!Can you imagine? A new year, again? It feels like it's only a few months ago since we all watched the fireworks going from New Zealand / Australia / Europe and finally USA to welcome the new Millennium! And now all of a sudden we're in 2009...Time is one of the things in life ... [More]

What Makes Our Furniture Different – The Hardware We Use

Quality Made Sylvia Sewing Furniture Our commitment to quality extends to, what some might consider, even the most mundane items.  I’m talking about the hardware we use in all of Sylvia’s sewing furniture.  In the past few blog posts, I’ve talked about how we assemble o... [More]

Yes, it WAS a good year!

Long about New Year's Eve I was hearing a lot of mumbling and grumbling about 2008, talking heads saying that thank goodness 2008 is over. Well, yes, the economic messiness of the last couple of months of 2008 was bad thing and embarking on a brand spanking new 2009 is a good thing, even though ... [More]

June from Brother - Tips on Personalizing Your Gifts

I am sure that each of you are just like me and you are running around trying to get as much accomplished before the year ends as you can.  Whether it is trying to get the last-minute gifts made or find the perfect gift, they would often look better if they were personalized, wouldn’t the... [More]

Gift Giving Journey #5 - Walk a mile in my slippers!

Greetings everyone! Can you believe it?  The end of the journey and all the gifts you're making are nearly complete, right?!?  Now I am quite sure there are some of you who actually DO have your gifts finished, neatly wrapped, and waiting under the tree for the lucky recipie... [More]

What Makes Our Furniture Different – The 3-Stage Rudersburg lift

  Special Offer - For free shipping within the contiguous United States and Canada, click here to view these cabinets in our online store. In the early 1980’s I was approached by local sewing machine retailer about building a good quality sewing cabinet. At the time none w... [More]

Finished Objects

       Individual characters (letters, numbers and punctuation marks) fr [More]

Making Digitizing Easier - Unfinished Objects (UFOs)

  Special Offer - To get free shipping and handling on Pre-Design Studio, the software mentioned in this post, click here. Wow, my first blog at AnnTheGran.com This week I will try to solve a problem that will be familiar to many of you - well, at least I hope that I'm not the... [More]

Holiday Inspiration in a World of Germs

Yes, I know the holiday season is a time for joy and counting your blessings but it is so much more enjoyable when everyone stays well.  In our family 2008 has been dubbed “the year of the tissue”.  As I walk in the door with my load of tissue boxes my husband just shakes his h... [More]

June from Brother - Stabilizer Tips from the Experts

This week I am the host of my semi-annual Education Team meeting at my corporate headquarters  in New Jersey and I have to say that to be among so many talented and fun ladies who have managed to make a career out of doing something they like is really amazing.  I know that many of you mig... [More]

Gift Giving Journey #4 - Hankies are NOT out of style!

  Trust me when I tell you that hankies are not a left-over relic from the fifties!  The handkerchief category continues to be a strong one for us especially around holidays and wedding season.  Personally, I love to take a hankie to weddings and I haven’t met a bride yet who h... [More]

What Makes Us Different – How We Assemble our Furniture

  Special Offer - For free shipping within the contiguous United States and Canada, click here to view these cabinets in our online store. Furniture makers agree on this – spend the extra effort to do things right the first time and you won’t have to go back to fix or ... [More]

Staying Safe on Cyber Monday - Protecting Yourself from Scams and Identity Theft

Almost everyone has reason to be excited about this coming weekend, not just because it's Thanksgiving in the United States but because, for retailers that sell in the U.S., it's the kick-off of the Christmas selling season. Pretty much anyone who shops is aware of that Friday is known as Bl... [More]

Veterans Day, Embroidery Projects, a Gift Idea and a Travel Story

Can one paragraph be about current events, information, an embroidery project, a gift idea and a travel story?  Last week we in the US celebrated Veterans Day. Most holidays in the US fall on Mondays so as to provide long week-ends, but Veterans Day is always celebrated on November 11. So this ... [More]

June from Brother - My Island Journey

It has been a busy several weeks of travel for me. For the past 12 days I have straddled the retail worlds of mass marketing and independent dealerships in Puerto Rico.  I have been to this island several times but this is the first time that I have visited a retailer other than International S... [More]

LaRueSews - Have Quilter, Will Travel

Since Christmas is just right around the corner, there’s really not time to go into a quilting lesson.  I’m taking the month of December off from blogging.  But I shall return in January to give you new insights on the subject of quilts.Let’s take a trip.  We quilter... [More]

Zip-Around Eyeglass Case

     Individual characters (letters, numbers and punctuation marks) from my alph [More]

The Sylvia Furniture Story

A long time ago in a land far, far away there lived a man named Horst Kunow.  Horst was young and strong and enjoyed working with his hands and constructing furniture.  Being born and raised in Germany, his heritage was from a long line of quality craftsman.  As an apprentice he learn... [More]
The embroidery business in today's marketplace ..

The embroidery business in today's marketplace ..

"Hello, yeah, it's been a while / Not much, how 'bout you
I'm not sure why I "blogged" / I guess I really just wanted to talk to you"

~ hmmm, that sounds familiar ..

OK OK .. I've taken some time off, but wedding plans are really eating up my free time ..
I long for the days where the girl and her family plans everything and the guy (me) just shows up and gets married.
Really, does that piece of cake taste ANY different than that last 14 pieces we tried??!!  My mom makes a great Texas sheet cake, she could easily make about 20 of them in 2 days, freeze them for "THE DAY" and everyone would be happy ..
The BEST part of these plans, then we'll move on, is me monogramming the wedding dress while my mom, her mom, sister and aunt HIDE it from me while I'm hooping and embroidering it !!!  Where was the camera then??!!  If it's straight, it will be a miracle.
* By the way, THE DAY is September 19 and I couldn't be more excited about anything in my life !!  Her name is Mary Kay and she is going to be a wonderful wife and mother .. I just know it ..

1. www.embdesignsnow.com is NOW functional
2. Digitizing lessons are still offered at my office in Florida, and look for our new ONLINE digitizing training set .. coming soon

1. ISS Chicago, IL .. if you plan on attending, please visit me at the Tajima/Hirsch booth
2. November 2009 / embroidery seminar in Phoenix and Los Angeles .. if you are interested, please email me: rmacali@inhousedigitizing.com

To business at hand ..

Every day, as an embroiderer, my clients come in and ask me to quote them on work.  After hours of doing costings and even more time worrying about whether other embroiderers are quoting them, I find myself just concentrating on breathing in-and-out as I must RELAX!!  I sometimes forget that NOT EVERY job is lost on price alone.  As a matter of fact, customer do not decide to buy from us because of our price; but, customers do decide NOT to buy because of price -- that is not the same thing.

Here is the Macali Top Ten (ok, 12) reason why customers will purchase from you even if your price is not the lowest:

1. Customer relationship:  Make life easy for your customer to do business with you.  They want what they want when they need it .. "it's very simple, Norman."

2. Reliable/Dependable:  Just as in your personal/family relationships, and, sometimes more because your family USUALLY loves you no matter what, customers like to know they can rely on you.  Plus, this just adds to YOU being THE go-to person

3. Predictability:  It becomes your reputation.  Customers keep a track record in their head.  How you treated them in the past is what they will expect in the future .. under promise and over deliver !!  Words to live by .. hey, that's how I got engaged !! Stick out tongue

4. React to THEIR needs:  All customers want to separate themselves from the rest of the pack.  I hear, "I want to be different than the other guy," all the time .. so, I tell them, "Good, the other guy's terms are 30 days, your terms are Due on Delivery!"  Seriously, treat each customer the same and YOU will benefit.

5. Delivery:  Again, under promise and over delivery .. if you can deliver sooner than quoted, you're a hero and you can charge what you want.

6. Value:  If you offer tangible items other than embroidery (screen printing, transfers, seamstress work, etc.) then you stand a much better chance to keep your customer under one roof.

7. Customer service:  We all like to be "babied."  None more than I.  I know I will pay a higher price for someone to take me from step one to the end without me having to do extra work .. not work, but EXTRA work

8. Customer problems:  There are times when my customers make a mistake .. I can more afford to "help" them if my prices are higher than lower.  Customers are more likely to pay a premium price to someone who can genuinely help them.

9. Pricing/Quoting:  Customers are more likely to sell YOUR services if your price list is easy to understand and follow.

10. WARNING:  Most importantly, if there is an issue with shipment from your vendor OR by you, let the customer know.  If the job is pulled from you to another vendor, there is a better chance they will be back for other work versus you don't say anything and they can't deliver at all.

Best regards,

Rick Macali / 407 566-1533


yahoo messenger:  inhousedigitizing
msn messenger: pulsedigitizing


Comments (2) -

jalcumbrack 8/8/2009 7:28:12 AM

Hi Rick,

First let me say congrats on your upcoming marriage! Yet another great article for us to read, thanks for that. It is always nice to get tips about the business from folks that have been around the block on it. I too believe the customer comes first, it is how I was raised. My folks had a retail store for years and all of us kids had to work there.

I was just on your site, design now and I can't figure out how to sign up for it or the different levels of it, and the pricing. So I am thinking that it is not up to speed yet, I know you have been working on it. I am interested in the digitizing videos. Am I missing something on the site as to where to sign up for this??

At any rate, thanks again for another informative article.

Thank you, thank you ..

And, thanks for visiting www.embdesignsnow.com

To simply register:  http://embdesignsnow.com/Register.aspx">embdesignsnow.com/Register.aspx

We only have ONE level of membership available right now and that is a $25 yearly membership that does 2 things:  one, customers automatically receive 25% off their digitizing from www.inhousedigitizing.com and two, if you have a need for Corporate logos, you can search and place orders of those on the corporate end as well.  To register for that, please click here:  http://embdesignsnow.com/CorporateLogos.aspx">embdesignsnow.com/CorporateLogos.aspx

I hope this helps ..

Feel free to contact me personally for any information

Best regards,

Rick Macali / 407 566-1533

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