Dare to Be Different
With just about every printer guaranteeing competitive prices, fast turnaround times and great quality, what makes your company different from everyone else? Now more than ever, it is crucial that you stand out among your competitors. However, according to print buyers, few print suppliers clearly articulate their competitive advantage.
In a recent Quick Poll Survey by Print Buyers Online.com, we learned that 75% of major print buyers say print suppliers are ineffective in communicating meaningful differentiation from their competitors. Our survey respondents were quick to share their thoughts on the subject, many along the lines of the following:
”Print Sales folks seem to all have learned from the same textbook. They are stuck on the ‘we pride ourselves in giving the best service, quality and prices—just give us a chance and we’ll prove it to you’ message (or variations thereof). Ask them to describe how they are different from everyone else, and they’ll list a bunch of customers who vouch for them. Funny how the same companies seem to show up on almost every list! Their idea of explaining how they are different seems to consist of expecting me to give them some work so I can find out for myself.”
”They all have ‘great service’, ‘great in-house support’, ‘fast turnaround’ and the ‘latest prep and press equipment’...it is really difficult to tell a difference.”
Just because it is obvious to you what makes your company special, there is no guarantee this information is transparent to the public. What steps are you taking to make sure your services stand out above the rest? Post a Comment below.