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.
Margie's Buyer Insights
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.
I recently moderated a 60-minute conversation with three seasoned buying professionals during an online event.
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.