Why Loyal Customers are Not as Good as Sticky Customers
Do you have loyal customers?
Loyal customers love what you do. They are big fans of your company. They choose to stay with you.
Loyalty can be lost
It is easier to lose loyalty than many people think. If you make an error your client may no longer be a fan. If there is a change in personnel, the personal relationship that has built loyalty can be broken. Even rumors, whether they are true or not, can stop someone from being loyal.
Sticky customers stick around for longer
A loyal customer is one who chooses to stay with you. A sticky customer is one who will find it hard to move. They have to move data, or disconnect systems or find a supplier who can manage stock control of fulfilment from them. They only move suppliers if there is a really compelling reason.
Choose sticky customers rather than loyal customers.
How do you create the right sales message for a sticky customer?
Check out How To Stop Print Buyers Choosing On Price. You learn a sales approach to attract the sticky customers that you want.
PS Test out how effective you are at selling print sales
Download my free e-book “Ten Common Print Selling Errors and What To Do About Them” right now at https://profitableprintrelationships.com/e-book/ You’ll also receive my regular “Views from the print buyer” bulletin, full of ideas on how to sell print effectively. It’s free and you can unsubscribe at any time.
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.
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- Business Management - Marketing/Sales
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."
