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FESPA Column
There is never a bad time to analyse what your business has achieved in the past year and setting objectives for the year ahead. With the changing face of the consumer market, there is no better time than now to review how your business delivers value to existing customers.
It is a fact that keeping customers is more cost efficient and profitable than trying to acquire new ones. However, are printers really getting the most from their existing clients?
How effective are businesses at engaging with their customers? We were interested to find out, so we ran a poll on the Fespa 2007 website asking people how often they met with their clients. Surprisingly 58 per cent stated they met on a monthly basis with a further 15 per cent meeting once every three-months. This is an impressive figure but I wonder what is discussed between printers and customers when they meet? Are printers trained to ask the right questions or is it just intuitive?
I’ll be controversial by saying that perhaps printers need to be more proactive and lead their customers to new creative solutions rather than reacting to or being pushed by customer demands.
Customers aren’t always right. Printers have expertise that can really enhance a marketing campaign. If this technical ability is aligned with a detailed understanding of clients’ needs, printers can start suggesting alternative ideas that match their business objectives, leading to repeat business and potentially more profit.
I believe in this approach. Fespa 2007 visitors can benefit from many free seminars sessions to increase their knowledge, gaining new insight and competitive advantage. Can you afford to miss it?
