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