I Didn’t Know You Did That……Here……!

By: Sid Chadwick, Chadwick Consulting, Inc.

“Carpenter’s home is falling down…. Cobbler’s children need shoes…..and Printers lack printed materials….to leave customers and prospects….explaining…… “What we do…and…..Why Print is Important…...!”…………………...Anonymous

INTRODUCTION:

I’ve just left a Three-Day Annual Conference …..for a specialty niche supplier group in our industry…….sections of which are growing between 2.5% and 7.6%............depending which segment you review.

Their Executive Director set-up the Program’s design, and kept it rolling. Speakers content was generally “spot-on”.  A “Standing Ovation” --- spontaneously occurred at the Program’s conclusion.

However, regrettably, throughout the three days…..practically no one…… mentioned…. “Differentiation”……. Most attendees are doing very little re.……”Self-Promotion”……

I was there to present advantages and profound benefits…..of Customer Surveys …..for improving…… your revenues……margins….and importance…..to current customers.

I also talked one-on-one….. to individuals about………Inviting Customers….and especially….“New Buyers”….. for Personalized Plant Tours……where you’re almost guaranteed to hear: ……."I didn’t know you did that….!’"

Plant Tours…..distinguish suppliers --- who CARE…..about what their…. New Buyer….. is experiencing….in their new job --- where…… there generally are no written SOP’s…or instructions…..including…… from their Print Supplier(s).

A Plant Tour……. allows your New Buyer…..to meet personnel they’ll be talking to…..and receive a sample “Look Book…showing photos, samples, and specifications --- of all their company buys……from YOU…….(…or…..could Buy from you….)

No other supplier, of anything…..will think to do this…..for your NEW BUYER….!

As a result of this Practice……I’ve witnessed New Buyers --- switching ALL their print needs --- to the One Supplier…… who was sensitive to what the NEW BUYER….was experiencing…..in their new position.

SUMMARY:

If your company President can make it a point to meet your NEW BUYER toward the end of her Plant Tour, and personally give her….a Plant Tour Questionnaire, pre-stamped, and preaddressed back to your President…...expressing….and asking,

“Dear_________________,

We were honored to have you invest your valuable time with us today.

On a scale of one to seven (one is “Terrible”, seven is “Outstanding”),

1. Was your visit to our company ….worth your time?  
Comments:_________________________________________________________________

2. Did you feel we prepared for your visit….and gave you our undivided attention?
Comments:_________________________________________________________________

3. Did we explain what we do here, in terms that --- can benefit you….. in your future professional role?
Comments:_________________________________________________________________

4. What can we do to improve what you experienced today?
Comments:_________________________________________________________________

5. What seemed most meaningful to you, today…?
Comments:_________________________________________________________________

We have one, and only one….. chance….. to make a “First Impression”…!

Plant Tours --- can be Personalized……Unforgettable….or they can be a “Pain”....or even forgotten..!

You get to choose….!

“The most important thing in communications…….is hearing…… what isn’t said.”………Peter Drucker

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