The following list comes from over 20 years of my being a corporate print buyer or working with them, hosting events for them, and listening to them. At the end of the day, successful sales reps respect their customers and strive to deliver what each one expects.
Margie's Buyer Insights
I always go to Direct Tire in Watertown, MA, to have my snow tires mounted. At some point, I realized how chock-full of printed materials their waiting room was. Let me try to recall the incredible amount of printed things I saw.
What comes naturally to you or someone on your team? As you think about how to do some content marketing in 2015, start with a channel that’s easy for you and also helps showcase your company and your expertise.
The new year is nigh. If December signals a slowdown of jobs coming into your company, you have more time to plan how to make better connections with your print customers in 2015. Maybe it’s time to examine your own—and your firm’s—customer development strategy. May I suggest your list include the following 10 items?
You may be surprised (or not) to know that a lot of times, print CEOs say, “It’s our people. We’d be nothing without them.” And things like, “We have the best minds in the business.” They really do come across as proud parents (it takes one to know one). I love that they profess such love for their employees. Then I go to their Website and guess what? Nary a mention of any employee.
I love good e-newsletters from printers and others in this industry. They can be an effective part of your suite of customer communication tools. They can’t stand alone (no one channel can), but if done well, they can help your reputation and grow your audience.