What’s Your Value Proposition?

Do your customers have a good reason to continue to spend their money with you? Perhaps there was a golden age when your services were in such high demand it wasn’t necessary to ponder this question, but times have changed. Nowadays there is competition from other print and fulfillment companies working hard to keep their operations running. As technology and the Internet continuously change the world of print media and fulfillment, providers are faced with the challenge of showcasing their value in a way that motivates target markets to continue using their services. Knowing your value proposition and communicating it has never been more important, so how do you get started?

Understand Customer Needs
Your value proposition is directly linked to the needs of customers and prospects. After all, if you don’t understand what your audience needs, how can you offer them solutions that will keep them coming back for more? Here are a few suggestions for finding out what’s going on before developing your value proposition:

• Take time to talk to customers at meetings or conferences
• Pick up the phone and call
• Send a survey
• Analyze social media and website metrics
• Listen to what your audience is saying online

Understanding what your customers need is important because being able to meet those needs, and communicate that you can, is the difference between growing your business or not.

What Can You Do for Me?
Take a good look at what your business offers as far as services. It’s important to truly understand the core of exactly what it is you do for existing customers. Just saying digital printing is not enough anymore. What does digital printing entail? Do you use variable data and can you help assist multi-channel execution? What methods do you use to assist your current clientele, and how many jobs have you set a process in place for? Ask yourself how your business can: