Quality, Service and Past Performance Mean Nothing!
Sometimes, it seems that buyers are only interested in chasing the lowest price
If your competitor can offer the same job for a few dollars cheaper, your client will move.
One of my readers e-mailed me this frustration recently and asked what they could do about it. It's tempting to blame this behavior on a lack of loyalty these days. But what actually causes customers to move on?
These days, nearly all printing companies give good service. Nearly all companies offer very high-quality standards. And they should do. Buyers have a right to expect this.
Giving good quality and service is no longer enough to keep a customer Customers expect good quality and service from any supplier. If this is all that you have to offer then it is difficult to explain to a customer why they shouldn’t move from you.
If you want to keep your clients, you need to understand what makes you different
You need to know what really sets you apart from the competition. It needs to be a difference that means something to your client. And you'll have to keep reminding them about this difference.
But, for many companies, they will need to start creating something that really does make them stand apart.
p.s....Find out more ideas on how to increase sales with today’s buyers: download my free e-book "Ten Common Print Selling Errors and What To Do About Them." You’ll also receive my regular "Views from the print buyer" bulletin, full of ideas on how to sell print effectively.
Many printing companies are frustrated how hard it is to engage buyers in today’s world. That’s where Matthew Parker can help. He is a gamekeeper turned poacher. Parker has bought print for more than 20 years and received over 1,400 print sales pitches. He now uses his buyer’s point of view to give practical advice to printers. He helps them engage with prospects and customers to create profitable relationships.
Download his free e-book, "Ten Common Print Selling Errors And What To Do About Them" and check out his recently launched book, "How To Succeed At Print Sales: Setting targets, planning the right activities and making sure goals are met."