Most people think a print shop makes money by “just printing shirts”. The truth is a lot more human and a lot more useful if you’re trying to grow a business without betting everything on one giant client. I’m joined by Eliza Webster, Sales Director at Cotton Street Apparel, a Winston-Salem, North Carolina screen printing and embroidery shop that helps everyone from local events to nationwide organisations build merch lines, uniforms, and promotional products that actually get worn.

We talk about how Cotton Street evolved from band merch roots into a professional custom apparel company, and what they’d do differently starting from scratch: tighter SOPs, clearer team standards, and better early conversations with customers. Eliza shares how asking “Where are we going with this?” turns a once-a-year order into steady, predictable revenue, and why chasing a single “white whale” account can quietly put your cash flow at risk.

Eliza also breaks down one of the biggest myths in custom T-shirt printing: markups aren’t about yachts and Bugattis, they’re about skill, equipment, quality control, and getting the details right when it matters. We get into outreach and sales habits like cold calling, planning with a printing-specific CRM (Sales Inc.), and building relationships across the industry instead of treating everyone like a competitor. You’ll also hear a simple mindset reset for overwhelmed leaders, plus what’s next for Cotton Street, including their community partnership with Camel City Goods and upcoming local events.

If you got value from this, subscribe, share it with a business owner who needs steadier growth, and leave a review so more entrepreneurs can find the show. What part of the merch and sales process do you want to improve first?

Contact info:
eliza@cottonstreetapparel.com
https://www.cottonstreetapparel.com/
https://www.instagram.com/cottonstreetapparel/

Thanks for Listening. You may contact me or our team at https://billgilliland.biz/

All the best!
Bill

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