Archives for August 2011

Out of Sight, Out of Mind

The easiest way to lose a customer is to lose touch with them. The link below is to an excellent article that was posted on the NAPL LinkedIn board. Every printer should read it.

http://thebusinessresourceforum.com/?p=486

It is not uncommon for companies to lose 20–50% of revenue each year from customer defections. Dollar for dollar, investments in customer retention are five times more profitable than investments in customer acquisition. With print sales now a zero sum game, your clients are hearing from your competitors more than ever.

These companies are promising your clients the same level of care and quality that you currently provide them. So focus resources on client retention, even if it means reallocating resources from other areas. Frequent communications, company events, personal visits, and other efforts will go a long way toward making your clients feel appreciated, while providing some insulation from the competition. Conversely, cutting back on these things while your competition ramps them up will have a heightened negative effect.