How to Stop Competing on Price and Start Competing on Expertise
For apparel decorators using custom screen print or DTF transfers, price pressure can feel constant. Between online competitors, local shops undercutting quotes, and customers comparing numbers without context, it’s easy to feel boxed into a race to the bottom.
But here’s the truth:
Most customers don’t start as price shoppers.
They become price shoppers when they don’t understand the difference between what you offer and what everyone else offers.
When your work feels interchangeable, price becomes the only lever. When your expertise is clear, price becomes just one part of the conversation.
This article is about shifting that conversation from cost to confidence and positioning your transfer-based business as a strategic partner, not a commodity.
The Strategy: Shift the Focus from Cost to Confidence
1. Build Trust Through Education
For decorators using custom transfers, education is your strongest differentiator.
Most people don’t realize how much thought goes into a quality print - until you show them. Customers don’t need a technical breakdown, they need to understand outcomes:
➤ Why one transfer lasts longer
➤ Why one feels better on the garment
➤ Why one presses cleaner and more consistently
Simple ways to educate without overwhelming:
➤ Sharing a “How We Ensure Print Longevity” guide
➤ Creating a simple garment care insert (or hang tag)
➤ Visual examples comparing finished or applications
➤ Hosting a live Q&A about best fabrics and finishes for retail-level results
When you empower your customers with knowledge, they trust you more, and stop asking, “Can you do it cheaper?”
2. Specialize in a Niche Instead of Trying to Serve Everyone
Trying to be everything to everyone can actually hold your business back. Customers are more likely to choose a decorator who understands their particular industry, audience, and goals, whether that’s school spiritwear, corporate merch, or custom streetwear drops.
Transfer-based decorators win when they specialize:
➤ Eco-conscious apparel collections
➤ Spiritwear that offers texture and detail (think Puff, Shimmer, or Glitter)
➤ Retail-ready lines with high-end finishes
➤ Branded merch for restaurants, breweries, or fitness studios
When you become “the shop that does this,” you stop being compared on price alone.
3. Explain Premium Value in Language That Resonates
You don’t need to get into technical details.
Focus on what your customers really care about:
➤ High wash durability
➤ Soft, stretch-ready prints that move with the garment
➤ Impact-driving specialty inks and finishes
➤ Smooth printing on performance fabrics without cracking or peeling
Examples:
➤ “This transfer is designed to press clean and stay soft.”
➤ “This finish holds up better for garments that see frequent wear.”
➤ “This option aligns more with retail-level expectations.”
You’re not selling shirts, you’re selling results.
4. Elevate Customer Experience Instead of Cutting the Price
Nobody remembers a small discount, but they do remember when you surprise them with something extra.
Small, meaningful additions often outperform discounts:
➤ Free digital mockup
➤ Free re-order priority status
➤ Free custom care tag add-on
➤ A gift-with-purchase like a branded tote, printed sample, or garment swatch card
Customers rarely remember a small discount. They do remember feeling taken care of.
The Win: Expertise Over Price
For apparel decorators using custom screen print and DTF transfers, long-term growth doesn’t come from being the cheapest option.
When you turn every order into a chance to show and teach what makes you worth choosing, you don’t just make a sale, you make a buyer who comes back, refers others, and values what you bring to the table.
And that’s where sustainable, profitable relationships are built.
Q&A
Why shouldn’t I compete on price alone for custom apparel?
Competing on price alone can hurt your printing business and make your custom shirts feel like a commodity. Customers may choose a cheaper option, not because your work isn’t high-quality, but because they don’t understand the value you bring. Focusing on expertise, high-quality prints, and specialty finishes helps apparel decorators build loyal clients and grow a profitable business.
How can I show my expertise as an apparel decorator without overwhelming customers?
Share your knowledge in helpful ways. Providing tips on garment care, creating educational inserts, or offering digital mockups demonstrates professionalism. Explaining why your prints are durable, soft, or include specialty finishes helps clients see the difference in quality without sounding salesy.
What are simple ways to increase perceived value for my custom apparel customers?
Think beyond discounts. Little touches, like free priority on reorders, digital mockups, or a gift-with-purchase, make your custom shirts feel premium. These small extras elevate the customer experience, increase satisfaction, and make clients more likely to return for future printing projects.