New research: buyers don’t choose on price
Buyers are beginning to change their habits
These days, price is by no means the only thing that interests buyers. One trend that has been growing over the past few years is the importance of the customer experience when making a purchase. New research shows that 2022 is the year in which customer experience could outweigh price in purchasing decisions.
This research is amongst consumers. You could be excused from thinking that this doesn’t apply to print sales. However, this is not the case.
This new trend is just as applicable to print buyers
I have been talking to a group of print resellers and brokers recently. These are about the toughest group of buyers you can find. Their business depends on being able to buy good print as cheaply as possible and to sell it on to their clients at a good markup. When it comes to buying print, they know what they are doing!
So I was really surprised when, during our discussions, many of them talked about making buying decisions that weren’t just about price. In fact, many of them told me that they placed business with suppliers even when they had found cheaper prices elsewhere!
Here are some of the reasons that they gave
- Speed of estimating
- Online ordering and estimating systems that are quick and easy to use
- Ease of artwork upload and approval
- Help with design and artwork
- Clear reporting
- Confidence in quality and delivery
- Communication if errors are spotted or if things go wrong
What’s your customer experience like?
Maybe it’s time to review what things look like if someone is thinking of working with you for the first time.
Does your sales message stop buyers choosing on price?
Check out my book How To Stop Print Buyers Choosing On Price to find out how to create a sales message that encourages prospects to choose you even when they can find a cheaper printing company.
