Out of Sight, Out of Mind, Out Looking Elsewhere

The president of a design firm in our building recently shared with me that they were “open” to exploring an alternative source for their printing needs. He explained that despite purchasing over $100,000 in print annually, they no longer felt the same level of appreciation that they did when their relationship began a year ago. He said that they rarely hear from the printer, are always the ones who have to initiate contact to check on job status, and that they never get thanked (printing it on the bottom of an invoice doesn’t count!). He further noted that the person who takes their calls, while providing accurate information, seemed to lack enthusiasm.

Undoubtedly, many of your competitors offer a quality product and service, with prices and delivery standards that are reasonable or excellent. Given this, how can you continuously attract and win new clients as well as prevent your current clients from being drawn away by competitors? All things being equal, your clients will naturally go where they consistently feel well treated and appreciated.

Sure you care about your clients, but what happens if you’re too busy to show it? The answer is to do a little more planning and be more thoughtful, attentive and creative about the quality of your communication. Set up a series of “nurturing” mailers throughout the year — a continuous client contact program that will demonstrate at regular, pre-planned intervals that you honestly and sincerely care about their well-being.

Start growing the relationship. Offer useful tips, stop by occasionally in person, engage them with social media and website content. Mail (and email) case studies, newsletters and other greetings that remind clients of your commitment to service, value, quality, innovation and loyalty. After all, it’s a lot easier (and less expensive) to keep clients than it is to find new ones. Your growth depends on it!

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.

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