Five ‘Must Haves’ to Win Big Deals

Today, more than ever, prospective buyers do online background checks when considering a new printer, even if recommended by a friend. According to a recent YouGov survey of 2,000 consumers under 35 years of age, 55 percent use social media to vent about a bad customer service. The percentage of online venting consumers will only grow over time. My guess is that it was in the low teens just a few years ago. It doesn’t take the inventor of the internet, Al Gore, to know the fastest and most effective way to learn everything you can about a prospective supplier is to go online. Now let’s look at the print buyers thought process and determine what you may want to consider to “cover all your bases.”

1. Print buyers look for a solid Website with fantastic, relevant, current content. Especially if they are considering you for non-print marketing services. This can be an overwhelming task for some printers, but you must have a foundation to post content quickly when you want. Your Website content should showcase your strengths and expertise. If you don’t have it today you are either sunk or quickly sinking.

2. Print buyers look for customer reviews. Sixty-five percent of consumers are more likely to buy from a business that has positive online review, according to the 2013 BrightLocals Consumer Survey. Print buyers are no different. They look for online reviews on Google Plus, Yelp! or other social media/review sites. An easy way to drive five star reviews is to build redirects into your online survey process. Make it easy for loyal customers to leave a review. Three percent of those taking a survey will give you a nice plug if they see a nice landing page when they hit submit. Over time you will have a growing list of reviews helping both your online search ranking and buyer background checks.

Michael Casey is the founder of Survey Advantage and strategic partner with several printer associations and franchises. By leveraging information from a printer’s estimation and production software, Mike’s business has helped hundreds of printers automate their customer feedback and lead generation process. He may be reached via e-mail or (401) 560-0311 ext. 103. Read printer case studies on the Survey Advantage Website.
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