Learn About Cotton and Its Benefits to Upgrade Your Jeans Sales Pitch
What is denim? How is it made? Where does cotton come from? Why are jeans only blue on the outside? What’s the difference between selvedge denim and ordinary denim?
If you sell jeans for a living, I’m sure you get questions like these on a pretty regular basis. To answer such questions, you need to understand the intricate processes of how denim is made. Once you master this knowledge, the tricky part is how you put it into context; how you use it to tell stories.
This is the first in a series of five episodes that provide a precise and condensed outline of the entire production process of denim. The series is designed to be an in-depth reference tool with factual answers to questions related to how denim is made. Approaching the production process chronologically, this episode looks at the first stage; the primary raw material in denim, cotton.
The five production stages of denim production:
Why You Need to Know How Denim Is Made
Selling is all about telling stories.
Let’s assume a customer is looking for jeans, and you show him three different options. What influences which pair he walks out with? Yeah, there’s the price. And the fit. And the style. And there’s the name on the label too. (In other words, the four jeans buying priorities I discuss in this blog post.) But it’s the story you’re telling that influences how he perceives all of these variables.
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