Here’s one way to impress seasoned print buyers: tell them how you recovered from your mistakes. That’s right, when every other printing company is tripping over itself, trying to land on the most glowing terms to showcase their fantastic quality and service, you do the opposite. Go left.
Margie's Buyer Insights
Sometimes I get really badly written emails, and the bad ones from younger reps who’ve only been in the industry for a few years are particularly horrifying. If their emails to me are this atrocious, I assume that all of their emails stink.
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?
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.
Being upfront with your print customers usually works best. If a proof is running late, or a delivery date can't realistically be met, or that special paper hasn't yet arrived, don’t hide it. Tell your customers. They’d rather find out there’s a potential complication and hear how you’re resolving it than find out after the fact that you knew all the while there was trouble brewing.
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.