The Sticky Customer Test
Here’s a quick exercise that you should carry out
Pick your top ten customers. And ask these three questions about each one of them:
1. Why do they stay with you?
For this question, you can’t answer service, quality or price. Everyone offers good quality and service, these days. And it is easy to find a cheaper price. You have to have a much better reason for them to remain.
2. How easy is it for them to move?
Would moving be a slow, painful and expensive process for them? Or could they just send their print jobs elsewhere if their reason to stay disappears or if they receive an unbeatable price offer?
3. When did you last have a strategic discussion with them?
If you don’t have this sort of meeting with a client then they probably don’t see you as an important part of their supply chain. You are probably expendable.
Are your top ten customers as sticky as you think?
These questions may give you food for thought!
Selling any type of print requires the right message
Learn how to make sales messages that stop the price conversation, based on the TPD Principle. Check out my book How To Stop Print Buyers Choosing On Price which outlines a simple three-step process that creates sales messages that will attract sticky customers.
PS Test out how effective your sales people are at selling print sales
Download my free e-book “Ten Common Print Selling Errors and What To Do About Them” right now at https://profitableprintrelationships.com/e-book/ You’ll also receive my regular “Views from the print buyer” bulletin, full of ideas on how to sell print effectively. It’s free and you can unsubscribe at any time.
The preceding content was provided by a contributor unaffiliated with Printing Impressions. The views expressed within may not directly reflect the thoughts or opinions of the staff of Printing Impressions.
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- Business Management - Marketing/Sales
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."
