Get enthused about your customer's business!
May 1, 2008 12:00 PM, Michael Casey
Printers on average get great marks for meeting deadlines and delivering to specifications; both core satisfiers or basic requirements for maintaining clients. What turns a printer from supplier to strategic partner is your ability to get involved in and understand your customer's business. One in 10 print buyers feels their printer is not enthusiastic about their business nor cares what they are about. The more you know about their goals, challenges and strategic direction, the better you are positioned against your competition. Pretty basic stuff, right? Print salespeople must ask exploratory questions beyond the print job. Customers love to talk about their business and share what they are trying to do. Ask them. You might not, but your competition does.
Michael Casey is president and founder of Survey Advantage (www.surveyadvantage.com). He is an Intl. Franchise Assn. technology board member and recently became a major partner with NAPL, supporting its consulting and research practices. Survey Advantage's mission is to help printers improve their business performance through the delivery of cost-effective, comprehensive customer feedback systems and easy-to-digest reports.
| Overall print buyer ranking * | Percentage of buyers who are satisfied or very satisfied |
|---|---|
| Meeting agreed deadlines | 96% |
| Meeting quality expectations | 96% |
| Enthusiasm about my business | 90% |
| * Based on 1,000 print buyer opinions | |
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