Your online image is crucial, and as time passes, it will become more important. It's easy to spot a printer's site that's been neglected. A few telltale signs pop up, like the following nine examples.
In marketing, most tend to “think big,” but it can be the small stuff that sets a printer apart.
Print customers evaluate printers by something intangible and quite impossible to quantify: the perceived value you provide them.
Some print customers will respond to direct mail pieces that introduce your company to them. And some print customers will not.
Margie Dana offers five tips for hosting a customer event.
I recently moderated a 60-minute conversation with three seasoned buying professionals during an online event.
Margie Dana explains that it could be beneficial for companies to hold workshops that offer attendees something of value.
The question about print customers and a printer’s equipment list comes up often, as it did last week on the webinar I participated in. During that event, I brought this up because it’s significant. In the recent study I did with John Zarwan, in which we collected data from 315 professional print buyers, 73 percent of those surveyed said that a printer’s equipment influences their selection of print partners—at least some of the time.
Margie Dana explains that sometimes, letting your customers know that you’ve made mistakes, but recovered well, can set you apart.
Building and maintaining a relationship with customers depends largely on the sales rep’s communication skills.
Sometimes I get really badly written emails. Ones from younger reps can sometimes be particularly horrifying.
Forget all that talk about survey fatigue. Printers need to survey their customers every few years to learn important things.
Your customers don’t visit your site unless you have an ecommerce or file-sharing functionality they use. Your site is for prospects. Many are looking for your exact services. Your name came up in conversation, or they found you from something they read or saw online. They clicked on your site to check you out. What will they find there?
If you take the time to "look within" and find out more about your employees, you just might find your company blogger, or video producer, or photographer, or social media maven. Your reach expands exponentially, and your employees are happier because they get to do something they really love.
Having been there, I’ll testify to the fact that print customers have left printers because they get unacceptable treatment. Too often, they’d much rather switch than fight. The reality is, customers like coddling, whether we’re guests at a hotel, diners at a restaurant, or clients of a printer.