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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.

 

The Vision of Jeff Bezos

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There probably aren’t too many people in American who do not know who Jeff Bezos is. Founder and CEO of Amazon.com, he has recently been in the news for personally purchasing the Washington Post for $250 Million dollars. He is one of the wealthiest people in the world and has been ranked in the 2nd best CEO behind the late great Steve Jobs.

I remember when Amazon.com first came on the scene in the mid 90’s, and a lot of people didn’t think much of a plan to sell books online. So where did Amazon succeed where Borders did not? Here are a few of my thoughts about why I love Amazon, and how you can translate this to your business.

It’s EASY—The user interface, searching, access to customer reviews, and the check out process are super simple. You can store multiple credit cards, multiple shipping addresses, and even create wish lists for stuff you want in the future. There is also a one-click option for even quicker check outs. For the really loyal fans, there is AMAZON PRIME, which costs $80 per year but includes all kinds of benefits like free two-day shipping, a free app every day, and access to lots of free e-books. Is there a way you can create a loyalty program for your most frequently ordering customers and give them benefits that not every regular customer enjoys?

It’s FAST—Amazon has ruined me for just about every other e-retailer out there, because darn near everything I buy from them arrives two days later. If there is a way for you to offer quicker turnaround times than your competition because of running three shifts or having ample equipment, you should tell that story all over town!

It’s FAIR—They may not always be the cheapest, but when I comparison shop I find that they are within a few bucks of all the other retailers out there. And, when you factor in the free shipping, I always come out ahead. How can you help create the feeling for your customers that they are always getting a fair deal?

It’s COMPREHENSIVE—They see EVERYTHING! In the past year I have bought bunk beds, books, a dollhouse, and accessories for the van—you name it—they’ve got it. Is there a ways for you to expand you offering to include low-risk items such as premium items, consulting services, e-commerce or design? Everyone claims to be a one-stop shop, and customers continue to indicate that they appreciate it, so you may want to check that out.

So there you have it—Jeff Bezos is known for his vision, his technical expertise, and his willingness to take risks—In fact his Blue Origin company is all about human spaceflight. Take a lesson from Amazon and see if there are ways that you can be and do more for your customers. Try to make it hard for them to go anywhere else!

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