customer relationship

The extra mile – how printers who make an error can keep customers happy

Posted by Matthew Parker

I remember the first print job that I placed when started my company.  The first client is always an important client.  I was desperate to please them.

So imagine my dismay when I received a phone call asking where the job was.

Things got worse.  The printer had not chased up for proof approval.  So the job hadn’t hit the presses yet.  The paper hadn’t even been ordered.

Continue reading

How printers can increase customer loyalty by messing up a job

Posted by Matthew Parker

Recently, I was really disappointed and frustrated. I had taken my wife out for a special meal. We had chosen a restaurant that was supposed to be excellent. But it failed to live up to its reputation.

We ended up sending back the main course not once, but twice. The waiting staff seemed hurried and uncaring. We left unhappy, even though we were not charged for our main courses.

The next day I sent an e-mail of complaint to the restaurant. As a result of that e-mail they converted me from an unhappy client to a loyal and regular customer.

The restaurant came back with a detailed apology. They told us what they had reviewed as a result of the e-mail. They also offered us a complete free meal, any time we wanted. We took them up on their offer and were treated to an excellent evening. The restaurant didn’t just restore our faith in it: we now told everyone about our good experience.

There’s a lesson to be learned here.

Continue reading

Why you need to think about Christmas cards in February

Posted by Matthew Parker

  • Santa Claus
  • Rudolph and the sleigh
  • The Christmas tree
  • Carols
  • Snowy scenes

Continue reading

The three-stage print factory tour: how printers can turn prospects into clients time after time

Posted by Matthew Parker

Do you like going to concerts?  I love live music.  But there is so much more to a good concert than the event itself.

I love the build-up of anticipation in the days before I go to see a band.  Then the big day arrives and I enjoy a great evening’s music.  But it doesn’t end there.  I enjoy thinking back about the event.  And I’ll talk about the concert with friends as well.

Continue reading

How printing companies are killing customer relationships with Christmas cards

Posted by Matthew Parker

Chocolate cake and cheese?
Lullabies played by hard rock bands?
Wearing bathing costumes in snow?

Some things are just wrong.  And “This is wrong” kept going through my head last Christmas when I was receiving Christmas cards from print companies.

Continue reading

How printers can make their customers feel special (without it costing the earth)

Posted by Matthew Parker

I want to tell you about a time I felt really special.  I was going to pick up my new car.  And the show room had really gone the extra mile for me.

The car was parked specially out at the front by a red carpet.  There was someone giving the car a final polish.  There were flowers on the back seat for my wife and a teddy bear on the dashboard for my daughter.  The salesman had set aside an hour to guide me through all the controls.  It made me feel that I couldn’t have picked a better company to purchase my car from.

This incident has stayed in my mind – even though I purchased the car nearly three years ago.

Continue reading

Why treating your print customers well is a recipe for disaster

Posted by Matthew Parker

Print companies who treat their customers well are unlikely to succeed in today’s marketplace.

Does that sound odd? Surely good customer service is an essential to successful business.

Continue reading

Why print companies that want to reduce sales costs need sticky customers

Posted by Matthew Parker

Do you have an iPhone?  Or an iPod? Or an iPad?

If you have an Apple device like this you’ll be wedded to iTunes.  Every time you purchase some music or an app, you’ll be doing so from the iTunes and app stores.  And Apple will be making a profit.  But it’s difficult to avoid purchasing from them.  To get the best from your device, you need to purchase through Apple.

You’re a sticky customer.  You keep coming back for more.

Continue reading

Why your sales message can help a prospect choose another print company (even if you’ve made a great pitch)

Posted by Matthew Parker

Can you imagine creating a great sales message to engage your customer?  It focusses on a small target audience.  It highlights a key pain.  And it shows that you have a fantastic solution to this pain.

Can you imagine seeing the buyer’s eyes light up as you explain this to them.  Can you imagine the buyer exclaiming that this is exactly what they need?

And can you imagine the buyer going to another printer and asking them to provide your solution?

Wouldn’t you feel disappointed, frustrated and robbed of your rightful job?

Continue reading

How to use case studies to create compelling print sales pitches (why your customers will find it hard to say no to your multi-channel offerings)

Posted by Matthew Parker

Do you like watching detective shows?  Or reading crime novels?  It is fascinating how the detective puts together clue after clue.  And at the end they have the proof that catches the criminal.

Printers should think like detectives too

Continue reading

Improve print sales

Free E Book

Download "Ten Common Print Selling Errors and What To Do About Them" (worth £19/$29) absolutely free and receive practical articles as well.