Do You Have Clients or Customers?
There's a big difference between a client and a customer
Lawyers, financial advisers, and health specialists all have clients. The people that buy their services value what they have to offer. They have taken time to choose the person that suits their needs best. Their customers do not choose on price. They are happy to pay extra for the right person who offers the right services.
Supermarkets have customers. They typically buy on price. Occasionally, they may choose convenience and pick the store closest to them. But they have no loyalty to the supermarket. As soon as a cheaper price or a more convenient option comes along they will be happy to move to a new supermarket.
So what's this got to do with the print industry?
Printing companies that sell standard products to buyers that choose on price have customers. The printer may like to think otherwise, but as soon as a cheaper price or a more convenient option comes along they will be happy to move to a new print supplier.
Printing companies that sell solutions and services have clients. These clients do not choose the cheapest supplier. They choose the one that creates the right business results for them. They value their suppliers.
Naturally, clients sometimes change supplier. But they tend to do this when they discover a better business solution, not when they find a cheaper price.
Do you have customers or clients?
P.S. Find out more ideas on how to engage with today’s buyers: download my free e-book “Ten Common Print Selling Errors and What To Do About Them” right now. You’ll also receive my regular “Views from the print buyer” bulletin, full of ideas on how to sell print effectively. Also, check out my book “How To Stop Print Buyers Choosing On Price” where you learn how to create sales messages that win you clients not customers.
Many printing companies are frustrated how hard it is to engage buyers in today’s world. That’s where Matthew Parker can help. He is a gamekeeper turned poacher. Parker has bought print for more than 20 years and received over 1,400 print sales pitches. He now uses his buyer’s point of view to give practical advice to printers. He helps them engage with prospects and customers to create profitable relationships.
Download his free e-book, "Ten Common Print Selling Errors And What To Do About Them" and check out his recently launched book, "How To Succeed At Print Sales: Setting targets, planning the right activities and making sure goals are met."
