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”

Differentiate and Prosper!

Patrick Whelan - pat@greatreachinc.comAt a time when competitive advantage can be elusive, brand differentiation should be the primary goal for printers, mailers and marketers. Many companies, however, miss the mark in their attempts:

  • Replicating what your competitors are doing is not differentiating. A quick look at your website and marketing collateral may confirm this.
  • Pushing sales people to be order closers is the wrong strategy. Being a great listener and having the ability to communicate are the most important sales skills.
  • Emphasizing a product rather than a solution is misdirecting your effort. Engage customers about their business and its challenges. Stay focused on their needs, rather than simply selling your products.
  • Promoting your company with generic pitches can be worse than doing nothing. Begin a conversation and keep it going with highly relevant marketing content.

These tips will help keep the focus on differentiating your brand and ultimately drive sales. If you’d like to learn more, feel free to contact me anytime.