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In Episode 121 of the CAS Podcast, industry veteran Marshall Atkinson joins the conversation to share wisdom earned from over 30 years in the custom apparel industry. From running his own shops to consulting with businesses across the country and working with fulfillment software vendors, Marshall brings a well-rounded perspective on what it really takes to grow and sustain a successful custom decoration business.

The Importance of a Business Plan

Marshall emphasizes that a solid business plan is not just a formality—it’s a roadmap. Without one, businesses tend to operate reactively rather than strategically. In this episode, he shares:

● Why most shops don’t plan—and how that limits their potential

● What makes a business plan actionable versus theoretical

● How to build flexibility into your plan for ongoing improvement

Improving Sales and Process

Beyond the planning phase, Marshall dives deep into process optimization:

● Streamlining operations to reduce bottlenecks and increase output

● Aligning your team around clear goals and workflows

● Using software and systems to track productivity, costs, and customer interactions

● Adopting a “continuous improvement” mindset across sales and production

He also covers sales process development, including how to:

● Define customer touchpoints

● Train staff to be consistent in messaging and service

● Use CRM systems and follow-up schedules effectively

● Convert more leads by understanding your true sales pipeline

Real-World Experience from the Shop Floor

Marshall’s consulting experience gives him a boots-on-the-ground view of what actually works—and what doesn’t. He shares firsthand stories of:

● Common mistakes shops make and how to fix them

● How better planning improves morale and profitability

● Lessons learned from working with both small shops and large fulfillment centers

Learn More from Marshall Atkinson

Marshall offers professional consulting, content, training, and support for custom apparel decorators looking to build a stronger business.

Visit Atkinson Consulting for tools, blog posts, and resources specifically tailored to print shops and apparel decoration businesses.