DeWese--Brand Loyalty Works In Printing, too
Nick, by the way, always has a lot to alter because I've got size 50 shoulders, a formidable gut and virtually no posterior. This, of course, requires considerable structural reductions in the legs and seat of the pants and a requirement that I wear braces to prevent the potential disaster associated with a big gut and no butt. No matter how much constructive work is required, Nick always has my suits ready on the day promised. He then requires that I try on the suits to make sure he is satisfied with the fit. This is called on-time delivery and quality control.
All this brand loyalty rhetoric brings me around to the topic for this column: customer loyalty. I'm talkin' 'bout customer loyalty to your printing company and to you, the salesperson.
All the big hitters I've ever known have created longstanding customer loyalty for themselves and their companies.
They created the loyalty for themselves by:
1 Never lying to customers or even remotely misleading a client about anything;
2 Being available and responsive at any time or any place when the customer need them;
3 Learning about their customers' professional needs as well as their personal needs; and
4 Representing their customers as advocates in the plant.
They developed loyalty to their companies by:
1 Being "big" enough to share the credit for on-time deliveries, special services and quality with the folks who produced the job in customer service, production and in the plant; and
2 Selling the virtues of the company rather than themselves.
I love to hear satisfied and loyal print customers brag about their printers and their salespeople. They are "brand" loyal and brand loyalty is something that I understand.
Now, I've got some Boar's Head roast beef, Maier's bread and Kraft mayonnaise that's begging to be consumed. So put this magazine down, go out to the parking lot, find your car, get out there—create a little loyalty—and sell something!