Saving Money Is a Client's Top Desire. Or, Is It?
As I travel across the country, I am asked how important price is in the buying decision of printing and related services. Yes, it is a key part of the purchasing process. Note: I said “a part” not “the part.”
However, if you are focusing purely (consciously or unconsciously) on saving money for clients ... you are missing part of the bigger picture. You need to find ways to save them money, yes, but this should come under the value you offer. Value = price + goods/services + YOU. If you offer a ton of value ... it may "cost more" but be a more viable overall option for someone ... making price a non-issue or minor issue.
So, in today’s world the greatest currency/resource anyone has is their TIME. You cannot get it back, cannot carry it forward, cannot make more of it, and cannot be two places at once. Do you hear many people saying “I wish I had less hours in the day?” No, you get the idea. So, we must focus on making every minute meaningful. We must become more human in approach and focus on the person we are talking to not at the numerous distractions around us.
So, this post applies to all human beings. It is not simply relegated to printing, promotional products, signage, graphics, websites, mailing or (for that matter) ice cream cones.
It is about helping our clients and providing them much needed headache and stress relief. In order to help them, we must provide value. This value must be centered on helping them with their top desire (not saving money) but the need for more time. So, begin to think of ways you can you help clients free up time so they are under less stress. You will be amazed at the results.
Begin to look for the words people say and write ... and you will see what I mean. People say (among many others):
- I am slammed
- I am buried
- I am swamped
- Things are crazy
- I am running ragged
- I am drowning
- I am covered up
Okay, there you go ... just a few expressions to chew on. Folks, that’s the mindset of most people I know. You can help fix these issues ... which makes their lives easier ... (and saves them TIME) ... they win ... AND YOU WIN. Saving money then becomes a footnote under everything else.
Ryan T. Sauers has spent 25 years leading and/or consulting with printing, graphics, promotional and visual communications related organizations. Ryan is President of the independent consulting firm, Sauers Consulting Strategies, founded in 2010.
Key areas of focus of the firm include: sales training, marketing strategy, personal branding, leadership development and organizational change.
Sauers is a frequent national speaker and columnist. He has been recognized as one of the top 80 CMOs in the world and achieved the top designation of Certified Marketing Executive through Sales and Marketing Executives International.
Sauers is an adjunct university professor teaching leadership and communication courses to current and aspiring leaders. He is a Certified Myers Briggs, DiSC and Emotional Intelligence Practitioner (one of few in US to achieve all 3 rigorous certifications related to human communications, personality & behavior).
Sauers is working on his Doctoral degree in Organizational Leadership and hosts a radio show in Atlanta (Marketing Matters). He is author of the best-selling books Everyone is in Sales and Would You Buy from You? More info at: RyanSauers.com