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Lea Robinson, vice president of marketing at Staton Corporate & Casual, Dallas, had the following advice for distributors: “You have to know your customer. You can guide them into the right product, but only after you’ve asked the right questions.” In what environments will the garment be used? Is it for a special event or giveaway? Is it for employees in the office or in the gym? But beyond this, Robinson stressed knowledge of the product features. “You must know the product you are trying to sell,” she said.
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Laurence Liss
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