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.


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.

About Patrick Whelan

Patrick Whelan is President of Great Reach Communications Inc, the leading provider of high quality customer engagement newsletter programs for the printing industry. Patrick has spent the last 17 years providing marketing programs and advice to over 400 print providers throughout North America.

Leave a Reply