This is the end of 2021. Awareness of modern marketing and sales methods are widespread. Or they should be. Every printer understands that growing what you do for existing customers can be more lucrative than trying to snatch a new customer from a rival printer. Or do they?
There is plenty to suggest still that there are printers out there, after almost two years of pandemic hit revenues, when any work has been welcome for some businesses, that do not get this. Still. There are printers out there that continue to work with long standing customers in they way that they always have and continue to deliver the same batch of printed products that they have for more than 20 years. When the customer is eventually persuaded to leave by a printer offering to produce a catalogue, banners or some simple direct mail as well as the letterheads and business cards that are ordered twice a year without fail, the losing printer may plead with the customer “that we can print the catalogue, the banners and direct mail for you”. The answer will be “that you did not tell us”.
Even now many customers are taken for granted in this way. Many are not the star clients that merit the schmoozing and token of appreciation for your business at this time of year, many are middling sort of customers where the value means it is not worth putting in the effort. Well the rules of the game have changed. These are the customers that would order more if only they know what was available, the customers that printers have assumed are not interested in say, extra embellishment like joining or spot varnish because nobody has said it might be available. Do not take these customers for granted, they too are bringing younger people in to take decisions about marketing and print requirements. They might be interested in more interaction than the brief twice yearly encounter. We can only ask.
Only connect for expanded opportunities
This is the end of 2021. Awareness of modern marketing and sales methods are widespread. Or they should be. Every printer understands that growing what you do for existing customers can be more lucrative than trying to snatch a new customer from a rival printer. Or do they?
There is plenty to suggest still that there are printers out there, after almost two years of pandemic hit revenues, when any work has been welcome for some businesses, that do not get this. Still. There are printers out there that continue to work with long standing customers in they way that they always have and continue to deliver the same batch of printed products that they have for more than 20 years. When the customer is eventually persuaded to leave by a printer offering to produce a catalogue, banners or some simple direct mail as well as the letterheads and business cards that are ordered twice a year without fail, the losing printer may plead with the customer “that we can print the catalogue, the banners and direct mail for you”. The answer will be “that you did not tell us”.
Even now many customers are taken for granted in this way. Many are not the star clients that merit the schmoozing and token of appreciation for your business at this time of year, many are middling sort of customers where the value means it is not worth putting in the effort. Well the rules of the game have changed. These are the customers that would order more if only they know what was available, the customers that printers have assumed are not interested in say, extra embellishment like joining or spot varnish because nobody has said it might be available. Do not take these customers for granted, they too are bringing younger people in to take decisions about marketing and print requirements. They might be interested in more interaction than the brief twice yearly encounter. We can only ask.
Gareth Ward
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