Build Trust, Build Business —Morgan

• Learn the critical factors that play into your client’s decision making. When you work at this level with customers, you will not only learn their trigger points, but why they do the things they do. Here’s a great opportunity for you to learn more about their marketing strategies and how they track return- on-investment (ROI).

• Negotiate the issues that are important to you. You may be more willing to cut your costs in certain areas if you can gain agreement to increase volume, or if the payment terms can be shortened. You will find that customers will be more flexible in giving you what you need, if they can see how it will benefit them financially.

• Discover additional sales opportunities. As you gather data for your client, and then look at the information in aggregate, you will likely discover some additional opportunities to work together that will benefit both of you.

• Earn valuable “face-time” with the buyer. Many printers find that even their best clients have little time to meet with them. And it’s difficult to build value if you have little quality contact with the customer. You will be able to earn more frequent meeting time as your visits become more valuable to the buyer.

• Show your customer that you are handling your own business well. By delivering relevant financial information to your customer, you are demonstrating that your own financial house is in order. This builds a level of trust and respect with pricing and billing issues.

• Be seen as a resource. Partnerships with customers have become increasingly important. In fact, in a survey that my company Print Buyers Online.com conducted with print buyers, more than 30 percent of respondents said that printers have to be on an approved list even to quote on projects. Being a valuable resource keeps your company relevant. It’s not just about delivering the job on time and error-free, it’s about helping your customers succeed and conduct their business better.