Little Mistakes That May Be Costing You Sales

When we focus on business and sales, it’s easy to overlook small issues that seem insignificant. However, these small mistakes may be costing you more sales than you realize. Here are some thoughts based on some of my own recent experiences. I actually realized today that I was guilty of one of these. The good news is that they are easily fixable. Are you making any of these mistakes?

Mistakes/job screw-ups aren’t what kill a customer relationship; it’s really all about the resolution process. I’ve become an even more loyal customer in some cases based on how my complaint was handled. View every customer interaction as an opportunity.

Automated phone routing systems cost you sales, period! Some are worse than others but I’ve yet to find one that was mobile friendly. If I’m driving, I can’t start typing the first few letters in a person’s name. It’s easier to deal with Siri, so I’ll be on to the next 3-5 brands in my memory.

Dave Thomas was fond of saying, “It’s the first and last bite of the burger that the customer remembers most.” Maybe not entirely true in the print and mail business but don’t discount the importance proper training for your reception, delivery and A/R staff.

If I’m going to trust you with my print marketing, I want to feel confident that you are marketing savvy. Your website design, content, and social media efforts are important to me. I will give the job to the company I trust the most. Attention to detail is critical.

Have a marketing issue or challenge you wish to discuss? Shoot me an email and let’s set up a 10 minute phone conversation.

Patrick Whelan
pat@greatreachinc.com
978-332-5555

Marketing Basics to Grow Print Sales

More than ever before, print providers in this day and age have wisely embraced the need to effectively market their services.

• Know Me
• Trust Me
• Like Me

If you are not effectively achieving all of these, then your company is at a competitive disadvantage. How does your company’s efforts compare to your top 3-5 competitors?

Utilize a multi-channel approach to build and maintain mind share, foster trust and credibility, and connect socially. I’m happy to show you how.

Please email me or visit us on the web (greatreachinc.com) if you would like to see samples of our turnkey, exclusive, cost effective marketing solutions for printers and mailers.

 

Now Is the Time to Be Marketing!

We’ve all done it. Summer slowdown arrives, and we join in. But perhaps when you consider the marketing benefits that summertime offers, you may want to reconsider. At the very least, you may want to maintain a steady marketing course and ease back on some of your other efforts.

  • Companies cutting back on their marketing in the summer are simply choosing to ignore their customers. This opens the door for competitors to get noticed. There is a wealth of client retention statistics to support this.
  • The Internet is up 24/7 and is practically everywhere. Customers still seek and see content. Don’t let your branding efforts take a step back just because it’s summer. The same goes for SEO. With algorithms constantly being updated, the consistent sharing of fresh content will pay big SEO dividends.
  • Take the tortoise and the hare approach. Client retention and acquisition as well as branding efforts require consistent engagement with your target audience. It’s all about creating multiple touchpoints.
  • Consumers are capable of recalling 3-5 brands per category. With companies cutting back, it makes it much easier for you to push out one of those brands and replace it with your own.
  • Science supports summertime marketing efforts. “More sun means more endorphins, which, aside from boosting spirits, also helps the brain remember more information.” [1]
  • Position your brand as the consistent thought leader. Paramount to fostering trust is consistency. “Sporadic posts on social media or your business blog will go ignored since consumers have no reason to follow sporadic content.”[2] The same can be said for your outbound marketing efforts such as print and email. Consistent delivery of quality content will absolutely set you apart from your competition.

Looking for an easy, effective, and inexpensive solution for your content marketing needs? We have been providing printers and mailers with customizable and area-exclusive solutions for 20 years. Our content will set you apart. www.greatreachinc.com

Inspiration and quotes [1, 2] taken from this great article:
https://contentequalsmoney.com/7-reasons-why-summer-is-the-best-time-to-invest-in-content-marketing/

Some Quick Thoughts on Customer Retention

I firmly believe that if print providers want to grow their sales, the first order of business should be a greater focus on client retention efforts. A marketing strategy that places a greater emphasis on client retention than on new client acquisition will yield the greatest results.

I’ve included my thoughts to accompany some interesting statistics below.

  • Acquiring new clients costs 5 times more than retaining existing ones.
  • 68% of customers leave because they perceive you are indifferent to them1. Customers need constant assurances that their business is appreciated. Your competition is doing all they can to make them feel wanted. How do your retention efforts stack up?
  • 50% of people prefer the convenience of electronic interaction over face-to-face2. Do you have an effective online strategy for staying engaged with existing clients?
  • A 5% increase in customer retention can increase profits by 75%3. Wow, think about the cumulative effect of that.
  • Repeat customers spend 33% more than new customers4. If you’re a printer, think about how much easier it is to promote additional services once you have established trust.
  • If you resolve a complaint quickly, 9 out of 10 customers will do business with you again. See next point.
  • Almost 50% of people are less inhibited about complaining once they get online. How many printers have an online (email, landing page) customer satisfaction process that they utilize for each completed job?
  • 80% of companies believe they deliver a superior customer experience but only 8% of their customers agree.5 This one should floor you. Printers should note that the customer experience often starts with your website.

The most effective way to retain customers to not lose touch with them. Stay engaged electronically, with print and in person. It just requires a plan and a commitment. If you would like discuss customer retention marketing strategies, please reach out to me anytime at pat@greatreachinc.com.

1retentionofcustomers.com, 2emarketer.com, 3bain.com, 4Laura Lake, 5Bain & Company from Harvard Management Update

Growing Your Business From the Inside Out

That’s my way of suggesting that print providers focus more on retaining existing customers before looking for the latest and greatest way to acquire new ones.

Here are some stats to consider. I’ve added my thoughts after each one:

80% of companies believe they deliver a superior customer experience but only 8% of their customers agree. (1)

Great customer service requires a customer centric culture. It’s not easy to accomplish but it’s not impossible either.

68% of customers leave because they perceive you are indifferent to them. (2)

Everyone seeks recognition. Do your customers hear from your competitors more often than they hear from you?

50% of people appreciate the convenience of electronic interaction over face-to-face. (3)

How accessible are your email addresses from your website? Do you maintain contact with customers via social media? Are you present in their inbox with timely and relevant communications?

A 5% improvement in customer retention can increase business profits by 25 to 125%. (4)

Imagine how much more business you’d have today if you had retained just 5% more of your customers annually over the last four years!

The easiest way to lose a customer is to lose touch with them. Even a dissatisfied customer can be retained with proper engagement. Sales and retention are similar in that they both rely on strengthening relationships and fostering trust and credibility. The key is to continually engage and communicate.

(1) Bain & Company from Harvard Management Update
(2) http://www.retentionofcustomers.com/Customer_Retention_Ideas_Report_DC_Version.htm
(3) http://www.emarketer.com/Article.aspx?R=1007395
(4) Gartner Group and “Leading on the Edge of Chaos”

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!