Lessons from a Fat Hypnotist –Farquharson/Tedesco
How do you know when you are doing it right? Simple. When a customer calls you and says something like, "I've been receiving your mailings and I'd like to do something similar. Would you please have someone come see me?" Schwing!
Reading these last few paragraphs, you very well might be thinking to yourself, "Bill and TJ are right, but I'm a printer, not a marketing expert, dammit Jim!" Unless you've had your head buried in the sand you know that that needs to change. It is time for you to stop bringing your Batman lunch pail to work, upgrade your Ford Falcon to a Prius and join your contemporaries in the 21st century. Stop selling printing. Start solving problems. Starting with your own.
Your journey to the Here and Now begins by asking the question, "Who are we?" Or, perhaps more accurately, "Who our customers think we are?" If you are typically the last stop that a client makes when they need something printed, you have a serious problem. In other words, you need to move up the food chain and be brought in at the design stage, and not the quote stage, of the job. That's your goal.
But it all starts at home. Most likely, you've thought about the role of marketing in your company, but have done little to nothing about it. That's typical for a printer these days. But, then, so is going bankrupt. There is no shortage of reference material on how to market your printing services. There are books, seminars and, of course, your friendly trade associations and their local affiliates. You could join an owners group (such as Mitch Evans' The Next Level peer groups) and hear what others have done in this regard.
Then, when you are ready to begin, use yourself and your company as a guinea pig. Use print to demonstrate how you are different so that you can do the same for someone else. Grow your business using print so that you can grow others' as well. Keep track of everything along the way and use your statistics to tell the story.