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.
Imagine that you are going to a travel agent. You want to book the holiday of your dreams. You are all fired up about the beach or the hotel or the scenery or the food. Imagine if, instead of talking about the holiday, the travel agent started telling you about the plane. They told you about the fuel consumption. About how they were now able to heat meals three minutes quicker. And about the safety processes that the pilot went through before take-off. Would that want to make you use that travel agent? Most people would decide to choose someone…
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.
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?
Why the most successful print companies tell their customers what to do – and why this makes them more profitable
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.
Do you like cold calling? If you do like it, you are one of the lucky few who can get the most out of this activity. Most printers that I know are just like me. They will come up with any excuse to try and avoid picking up the phone to someone that they don’t know. I’m not afraid to admit it.