The Power of FREE!
I happen to like the word “free.” It grabs my attention. It has a lot of usages, and for some reason, all of them seem good. Freedom is good. Our nation was founded on that concept. And if you are a shopper, or a Mom of twins (I am both), the word is compelling. But how can you use the word and make it apply to helping grow your print sales?
1. Growing your Database—Perhaps you are looking for more qualified prospects. And let’s say you have a Website or use any form of social media. You COULD use those avenues to collect e-mail addresses or other contact information by offering, say...100 free business cards.
Vistaprint (I KNOW they are your sworn enemy) seems to use this tool pretty effectively. Why not try it? I am willing to bet that 100 business cards or something equally small will not break the bank, and you will almost be guaranteed to land some new customers from the effort.
2. Surveying your Customers—Perhaps you would like your customers’ feedback on any number of topics, such as what services they wish you would add, how they feel about your on-time delivery, or what they really think of you and your sales team. Offering a chance to win a free iPod or some other valuable item is a great way to incentivize people to participate in your survey.
Bill Farquharson and I did this recently...we got a better than a 20 precent response rate, and gained valuable insights into our customers buying behaviors and what they really wanted from us.
3. Just plain old attracting new customers—This holiday season, JCPenney offered $10 off of a $10 purchase any day in December (until the 24th). I kept that coupon that I got in the Sunday paper, meaning to use it the next time I hit the mall.
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.