The Power of Face to Face: Part 3

One more comment on the many benefits of face-to-face meetings with customers.

An objection I often hear is this: “My customers are too busy to see me…”.  Well, that’s probably true, given the nature of most customer visits. Consider this: are you going there to satisfy your objectives or those of the client?

One of the best customer feedback surveys I’ve ever seen was the eKG system, used by hundreds of the industry’s finest companies. It consisted of 22 items and for each, the customer was asked to rate, on a scale of 1-10, the printing company, their best alternative (the competition) and the importance of each item to their business. One of the items asked clients to rate the extent to which their sales rep (or other team members of their supplier/partner) “brings me ideas and solutions I can use.” In terms of importance, this item averaged between 9.5 and 10! In fact, those printers who scored higher than their competitors on this item consistently enjoyed the highest QCI (Quality Competitive Index) scores which correlated with profitability.

The point is that most customers have difficulty finding time for a sales call. Many, however will find the time to hear new ideas, and ways to improve the circumstance of their business. So, how can you help?

Consider the following message which appears on a poster in the reception area of a highly-successful and growing company. It reads as follows:

Salespeople Welcome! You will receive courteous attention here, for we are mindful that our own salespeople are making calls every day, seeking interviews and business just as you are. We are glad to have you call, because it is an important part of our business to stay connected with new developments and changes in products and services.

Can you tell us something new…Something we should know…Or show us how your goods or services can help us do a better job?

We shall keep you waiting no longer than is necessary. While here, please feel free to avail yourself of our facilities. 

Thank you for coming to see us.

Consider the many challenges, issues and opportunities facing your clients. Chances are they will make time to hear your ideas on ways they can improve, eliminate obstacles, or maximize opportunities. It takes planning and forethought. It’s worth the effort!

For more information on ways to strengthen relationships with your best customers, contact me at joe@ajstrategy.com or visit my website at ajstrategy.com.

The preceding content was provided by a contributor unaffiliated with Printing Impressions. The views expressed within may not directly reflect the thoughts or opinions of the staff of Printing Impressions. Artificial Intelligence may have been used in part to create or edit this content.