When Was the Last Time You Told a Customer About the Power of Print?

Print is under threat
These days print spend is reducing. There are an increasing number of marketing activities that want a piece of the print budget. E-mail is after the print budget. So are SMS marketing, events and apps.

This is before we even start talking about the constant pressure on companies to reduce costs. Or the continual rise in postal prices.

You and I know that reducing print spend is often harmful to companies
Most people are receiving more e-mail than they can cope with. Direct mail is having a resurgence because people actually take notice of post. There are a number of case studies about companies that reduced their catalog print and crippled their sales. The right use of QR codes, personalized URLs and augmented reality allows people to interact effectively and personally with print.

You and I are well aware of how powerful print can be.

Do your customers know about the power of print?

Many printing companies are not great at telling people about why print is still such a vital communication channel. Many sales efforts are spent on trying to get prospects to use a certain company. They are not spent on trying to increase a prospect’s print spend.

If the printing industry is to thrive, everyone needs to know about the importance of print.

I have a simple challenge for you today
Tell your prospects and customers about why they should be using print. Here are three things I want you to do:

  1. Find three articles that demonstrate the power of print (if you are not sure where to look, I often link to these sort of resources on my Twitter feed at @PrintChampion and I also share them with people who sign up to my free e-book—see below).
  2. Share these resources with your customers and ask for their response.
  3. Brief your sales colleagues to leave a copy of these resources with all the prospects you visit.

It’s time that everyone knew why they should be using print
But it’s up to the printing industry to make the case for print.

Many printing companies are frustrated how hard it is to engage buyers in today’s world. That’s where Matthew Parker can help. He is a gamekeeper turned poacher. Parker has bought print for more than 20 years and received over 1,400 print sales pitches. He now uses his buyer’s point of view to give practical advice to printers. He helps them engage with prospects and customers to create profitable relationships.

Download his free e-book, “Ten Common Print Selling Errors And What To Do About Them
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Comments
  • RyanSauers

    Matthew, well done my friend. I look forward to partnering with you. Talk soon. R

  • Paul Gardner

    I agree that "it’s up to the printing industry to make the case for print." But I don’t agree that we should always be "trying to increase a prospect’s print spend."

    Sometime reducing the amount spent on print IS the right thing for a company to do.

    If we really want to help our clients, we should be focused on helping them increase the value they gain from the money they do spend on print.

  • Matthew Parker

    Paul, you are of course correct. I was trying to point out that we often fail to make the case for print, but this should not be at the expense of a cmmpany’s return on investment.