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.

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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.

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Why the most successful print companies tell their customers what to do – and why this makes them more profitable

Posted by Matthew Parker

Do you ever put together flat pack furniture?  I don’t know about you, but when I first look at all the bits I tend to find it rather scary.  There always seem to be all sorts of odd pieces and I’m not sure where to put them.

And then I read the instructions.  And suddenly everything falls into place.  Everything is simple.  But without the instructions I’d be totally lost.

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Can customer charters reduce your print customer costs by 10%?

Posted by Matthew Parker

Don’t you hate it when an evening out does not turn out the way you thought?

My wife and I went out for dinner recently.  We went to a restaurant with an excellent reputation.  We were looking forward to a nice meal before going out to a film.

But the restaurant was busy.  We had to wait ages for our food.  And that meant that we had to eat our food in a hurry so as not miss the film.  We were not impressed.

If only the restaurant had warned us that there was a long wait for food that evening.  We could have made a decision not to have a starter.  Or to eat elsewhere.  But because the restaurant didn’t manage our expectations we felt let down by them.  And we won’t be returning there in a hurry.

Printers also risk losing customers if they don’t manage expectations.  And one of the best ways to manage customer expectations is by using a customer charter.

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The three essential questions you must ask your print customer – do you use them?

Posted by Matthew Parker

Do you remember the story of Little Red Riding Hood?

Do you remember how she thought she was talking to her Granny?  And then found out that she was actually talking to the big bad wolf?

If only Little Red Riding Hood had asked a few more questions.  She might have realised that she wasn’t speaking to the sort of person she wanted to know.  She might have stopped herself from being eaten alive!

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Three questions you should ask your print supplier (they’re not what you think!)

Posted by Matthew Parker

I love it when people start talking to me.  That’s when I really get to know them.

Before I met my wife, I went out on a few dates.  And I wanted to get to know the women I was dating.  I wanted to learn all about them.  I wanted to get them to tell me all about themselves.

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