How to compete with screen printers using heat transfers

This week I was invited as a corporate sponsor and supplier to the Big Frog Franchise groups annual meeting.  This was the first time I was there representing my own company as BestHeatTransfers.com.  I was able to speak with many of the individual franchisee’s and one thing that really stood out was that many of the stores are competing with several low cost screen printers. The challenge to many of the store owners is their local screen printer may be here today, and gone tomorrow.

I remember some really funny company screen printing names I’ve heard over the years such as “Fly by Night” screen printing and “Weekend T-Shirt Printers”.  No disrespect to these folks, but sometimes the name really says it all. Some screen printers are printing out of a garage or may be in locations that allow month to month rent.

How to compete with screen printers using heat transfers

To compete with your local screen printer, you don’t always have to drop your price so low, you don’t make enough profit to cover your overhead. One of the franchisee’s I spoke with mentioned he competes by using custom heat transfers. When a school or organization places a custom t-shirt order, they inevitably have someone they left off, or did not order enough to cover everyone.  They will come back to the store and ask if they can order one or maybe two more t-shirts. This franchisee does not charge any more for the one or two shirts than the customer paid for the entire order of more than 150 shirts. The Franchise owner aware this happens all of the time, orders a few more transfers than he needs to fill the initial order.  This is just one of the advantages of using custom heat transfers.  The customer comes in on a Saturday and can easily get his one or two extra shirts. A screen printer will never do something like this.  The screen printer will not print extra shirts and keep them for “just in case” reorders.  A screen printer will have to burn new screens and set up his machine again.  He’s not going to do this for 1 or 2 shirts.

This one advantage is what you need to explain to each and every customer that walks through your door. Although it may not be a good idea to keep transfers in your storage room for years, you can keep them for an extended period of time without the worry of the transfer failing to apply. Custom plastisol transfers can last for up to a year or more when stored properly. Remember, its not always about who has the lowest price.  It’s about creating a loyal customer who knows you will be there when they need you. The value of your service is just as important as the value of the custom t-shirt products you offer.