The Top 10 “Must Do” List —Sherburne
9|Analyze your customer base. Do you know how profitable each customer is, and which customers cost you money? Use this information to find more clients like the profitable ones you already have. Tackle the customers that are low-profit or are costing you money to find out why and fix the problem.
8|Assess your sales force. Are your sales professionals still just selling print, using an equipment list as their primary tool and acquiring work job by job, project by project? If so, they won't for much longer. Not only are professional buyers getting more savvy, the job of buying print and other media is shifting to other parts of the organization; namely, marketing. If your salespeople can't speak marketing and don't know how to sell solutions rather than print, they will find it increasingly difficult to sell.
7|What is your plan to market your company? If you don't have one, developing one should be a top priority. Printing and mailing flyers or postcards with discounts on business cards and brochures is not a marketing plan. You should carefully think through who your target audience is, and find a way to speak to it directly and relevantly. This is exactly what your marketer customers are doing for their businesses.
As media decisions continue to move farther from procurement, your ability to creatively demonstrate your marketing prowess as you market your own business will be your primary means of reaching marketers, gaining their confidence and their business.
6|Evaluate your production platform. Do you have the right tools in your toolbox to meet today's market demands? Short-run, high-quality, full-color printing with fast turnaround times; short- and very short-run versioned materials for more relevant communications; and personalized one-to-one direct marketing, including both print and electronic. These applications are indisputably gaining power in the marketplace.