Printing Impressions

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Kelly Mallozzi

Success.In.Print

By Kelly Mallozzi

About Kelly

Now working as a consultant, Kelly sold digital printing for 15 years so she understands the challenges, frustrations and pitfalls of building a successful sales practice. Her mission is to help printers of all sizes sell more stuff. Kelly's areas of focus include client recovery, retention and acquisition, and marketing communications projects.
 
Kelly graduated from the University of Michigan with a degree in Political Science and, among other notable accomplishments, co-founded the Windy City Rollers, a professional women's roller derby league.

 

It’s not too Early…

 
I hate to say it, but the holidays are right around the corner. I know it may not feel like it, but Thanksgiving is 44 days away, which means Christmas and Hanukkah are not too far behind it. And after Thanksgiving, it all becomes kind of a blur anyway, doesn’t it?

I am not telling you this so you can run right out to your local mall to start your Christmas shopping or start thinking of what you’d like to ask for, if anyone asks you what you want. What I AM advocating is that you start thinking about your best customers, and just how you might express your gratitude to them this holiday season. Many companies don’t seem to give gifts any more, using the “economy” as their explanation (excuse). I’m going to tell you why you should not do this.

Your customers appreciate being acknowledged during the holidays. They LIKE that you express your gratitude to them with a small token of your appreciation. It does not have to be anything grandiose; no huge gift baskets full of gourmet products or extravagant holiday parties. You can grab a small box of chocolates, or head to CostCo or Sam’s Club and see what they have to offer in the way of holiday treats.

So please, sit down very soon and think about what you can afford to spend on your clients, decide which of them warrant some kind of gift, make a list, and make a plan for getting the packages all delivered BEFORE December 23rd.

I can’t tell you how difficult it will be to get them all to their destinations if you do not leave enough time for personal delivery. Because, to the extent that you are geographically able, you should deliver them in person. It will be a great bonding opportunity for you—some quality time when most everyone is not tearing-their-hair-out busy and often in a good mood.

If you really want to differentiate yourself, do this for Thanksgiving instead of Christmas.

And for those customers and prospects that do not warrant a gift in your budget? Send a card. Preferably designed by someone in your shop and printed on one of your presses, on recycled paper if you can swing it. You are printers, for gosh sakes! Print something!

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