Great References Create a Selling Advantage

One of the most powerful selling tools is a customer reference. Customers like nothing better than networking and identifying successful solutions being offered to similar organizations. Putting a customer reference on a website, or providing references to existing prospects, is a smart thing to do.  Obtaining customer references to prospect and identify new opportunities should be a part of any sales plan.

It is time well spent developing customer references

Most printing companies are facing changing market conditions. Differentiation is difficult and price pressures are intense. Gaining opportunities to separate from the competition to build trust and credibility with their customers is a key to success. We define a good customer reference as an advocate who has a set of products and/or services that has solved a specific problem or generated a significant opportunity in a specific market. 

We are finding many print providers may have forgotten this proven marketing method to develop new sales opportunities. Research has shown that customer references help companies attract new customers and shorten sales cycles.

The best salesperson is a satisfied customer

Why would a prospect buy a high cost and high risk solution from a company that can’t produce a genuine customer reference? Sharing with potential prospects how a specific print-based offering has solved a problem that generated great results is a powerful selling tool. Not only will customers gain confidence in a particular solution, but salespeople will also build their own credibility and confidence with their prospects.

Customer references should be part of a company’s marketing strategy

Almost all salespeople agree that using customer references increases their chances of closing more business. The problem is that individual salespeople often guard their references. Then when there is a need for a reference everyone is scrambling. This usually does not end well.

What makes a great reference?

The value of a great reference can be substantial. For instance, a great reference would be an insurance client who is soliciting customers through direct mail. The problem is that they are getting a very low response rate. The print provider helps develop a direct mail piece that includes personalized content. The result is that the client gained a much higher response rate and subsequently gained 12% in sales revenue.

To capitalize on references, we recommend companies approach references in an organized way.

Set a guideline and target

You should look for clients that have had a business issue or opportunity which was solved by using a print solution that resulted in a great ROI.  The sales team should have a specific type of client they are targeting for a reference. This should include the size of an account, type and size of offering, the market, the problems solved or opportunities created. It is best to have a specific format for them to follow.

Ask them for a reference

Most satisfied customers are happy to provide a great reference. Sometimes customers will not have the time to provide a written reference. A good practice in these situations is to draft one for the customer and then get their approval. Occasionally larger clients do not want their successes publicized outside the company due to fear of competitors getting a good idea. We find getting a good reference is part of good selling. Great salespeople get great references.

Document each reference in a consistent format

We recommend a simple but well-branded three part approach: what was the problem or opportunity faced by the customer, what was the solution provided by the print provider and what were the results generated for the customer. Having some information about the client such as industry, type of services, location, size will make the reference that much more powerful.

Market your references

How a reference is presented and displayed makes a difference. The reference should be branded, designed and part of an overall marketing strategy. It should be created to potentially be used in case studies, websites, printed collaterals, social media, PR and sales presentations.

Integrate them into the sales process

Once the customer references are obtained and completed, then it is time to ensure that they are used within the sales process at the appropriate time. Don’t wait until a customer asks for a reference. Use these to develop new markets and prospects. They attract attention and interest of clients.

For some, it requires closing the first deal and gaining a reference that can open the door to a new market segment. For others, they already have great customers that just need to be asked. Printing is a relationship business built on trust.  Customer references have traditionally been an integral part of the selling process.

Using satisfied customers is essential to managing new opportunities and overcoming competition. Print providers selling large and complex programs, products and services are missing a big opportunity if they don’t use references from satisfied customers.

Joe Rickard is the founder of Intellective Solutions. Intellective Solutions (www.intellectives.com)  works with printing and technology organizations to improve their sales, marketing and operational effectiveness.

Building Sales With Customer Events

Intellective Solutions Marketing

There is no better way to increase prospect levels then hosting a great customer event. Given the proliferation of customer marketing messages found online, in email and through social media, having a customer event is an excellent way to drown out the noise and gain quality time with prospects.

For some, the idea of an open house or customer event is greeted with little enthusiasm. It requires a lot of hard work and can be very embarrassing if only a few or the wrong kinds of prospects attend. We have seen print providers spend large sums of money to promote a customer event only to see it result in an expensive party attended mostly by company employees.

What Makes a Successful Customer Event?

There is no shortage of creative ideas for events. A key question is, “Why hold an event in the first place?”

An obvious reason would be to generate qualified leads and prospects for your products and services. Other reasons include launching new products to existing customers, educating customers on personalization, web to print, or digital packaging ideas or simply to make existing customers aware of new capabilities.

Here are some steps that we have found to be essential in executing outstanding return on investments and time for customer events:

Set an Objective

The first step in any marketing initiative is to establish an objective. The objective will determine how much cost and effort an organization will be willing to exert.  Many organizations set a revenue target based on the amount of sales generated by the event.

A more reasonable approach would be to set objectives based on the number and quality of the attendees. Then later on, there can be a calculation on how much incremental business was generated over a longer time period.

Do the Research and Planning

Great customer events are built on good planning. That means determining who you will target, what is the budget, what is the purpose and what must be done to make the event a success.  Event types can range from a webinar, trade show, or off-site customer recognition event, to an onsite training extravaganza.

Successful event planners are great at creating “to do” lists. The list becomes part of a project plan based on what needs to get done, deadline dates and who is responsible. For most print providers, every person in the organization should be involved in some way and committed to its success.

Build an Event that Will Drive Interest and Excitement

Based on our experience working with many print providers, showing print products alone will not be enough to gain attendance. To get customers to come out of their office, there must be something in it for them.

Having a fancy theme and providing free gifts or food is not good enough anymore.  Look at the customer’s perspective. Give them a reason to go. Most of all, buyers are looking for value for their time. New ideas to make customers successful will attract even the busiest buyers. Creativity and excitement will not hurt attendance either.

Get the Word Out

Using a cross media approach makes a great deal of sense for print providers. Not only does cross media generate better results, but it is a great way to show off your capabilities.

Building an online registration site will help reinforce what the event is all about and allow for tracking of attendance. This combined with email blasts, video and direct mail, will provide multiple touch points.

For most small and medium size print providers, customers will not respond just to email and direct mail pieces. Salespeople and CSRs must personally follow up on invitations and reinforce the value of the event.  

Also, it often happens that customers will sign up to attend and then forget to come. Reminding each customer just prior to the date will increase the likelihood of attendance. In addition, online registration sites can send automatic reminder emails to guests.   

Make the Day Memorable

This should be a day that each attendee will remember and be inspired to take some new action. Ensuring that each guest is greeted by name and thanked for attending is a must. A common mistake is not having enough staff at the event to ensure that all customers are personally addressed.

Shortly after the event, quickly following up with customers is where business results are generated.  Here is where assigned sales and marketing personnel can qualify each attendee and ensure the appropriate next steps are taken.

Whether or not to hold a customer event is an important marketing decision. The question is can we attract customers, build loyalty and penetrate accounts as effectively using other marketing methods? Most successful print providers have at least one event per year.  Given all the choices, a customer event is a perfect place to differentiate and build a deep relationship with both new and existing customers.

Joe Rickard is the founder of Intellective Solutions. Intellective Solutions (www.intellectives.com)  works with printing and technology organizations to improve their sales, marketing and operational effectiveness. The Intellective team enjoys providing Customer Event marketing services.

Getting Ahead of the New Way of Buying

The way print is bought has changed forever. In recent times, customers have gained much more control of the buying process for print. For salespeople, this fact is a serious challenge. Getting to potential customers early in the buying process has never been more important. 

How the Web has Changed Selling Print

The cause of this trend is simply that buyers are using the Web and networking with colleagues and peers to research print solutions. In many cases, customers are making up their minds on what they want before they even engage salespeople. The sad fact is that customers do not need salespeople as much anymore. Many customers do not feel they have enough time to speak to a parade of salespeople.

Anyone can find a wide variety of videos, blogs, print samples, print education, research and best practices immediately on the Web.  There is plenty of research that confirms that the majority of B2B buyers search on Google, LinkedIn, and other digital channels when planning to make a purchase. We are seeing many blind RFPs arrive at printing companies without any prior salesperson contact.

In the past, print salespeople controlled much of the information flow that customers needed early in the buying process. We have moved from a lack of information to an abundance of information. To complicate the problem, suppliers of other forms of media, such as digital marketing, do a better job positioning their solutions on the Web than print providers do.

What Does The Change In The Print Buying Behavior Mean for Salespeople?

If salespeople are not providing the information required for customers to make good decisions early in the sales process, it minimizes the opportunity for customers to hear about the new ideas and products. Consequently, salespeople must adapt.

Many customers have perceptions and even requirements firmly in place before they talk to a print salesperson

Dealing with customers who have already made much of their decision about what they want and want to pay creates a serious dilemma for the salesperson. It is very difficult to change specifications or make recommendations on a project or campaign when requirements are already set.

More people within accounts are involved in making decisions

The greater availability of information to more people within organizations has added to the decision process. In many organizations, there are no professional print buyers available to guide print decisions.  Younger customers are very comfortable using the Web and talking to more stakeholders to educate themselves without the aid of a salesperson.

There are less prospects within the order cycle

We have seen this trend working with many of our clients. The customers feel they are in control of the buying process.  There is less need for salespeople to create needs, qualify opportunities, bring new ideas or build new applications and solutions that would create more selling opportunities. Consequently, the number of total prospects has been reduced.

How Great Print Providers Are Responding

For commercial printing salespeople, there is good news. Printing sales is a relationship business. Since printing is a repeat business, customers are not just looking for one time programs and campaigns, but long term relationships.

Here are six recommendations based on what we are seeing to avoid the internet traps and bring added value to customer relationships.

1.       Get closer to your customers

Selling print is a marathon, not a sprint. Knowing and responding quickly to customer problems and opportunities consistently over time builds deeper relationships. The less they love you and know you, the more likely they will move on. Customers need and want trusted salespeople to help them solve complex problems.

2.       Get ahead of the Web

Relentlessly engaging leaders within your accounts with new ideas is paramount. New buyers and influencers are constantly changing in both small and large accounts. Therefore, getting in front of them before they go to the Web is a chance to provide valuable, tailored and customized information that they could not find anywhere else.

3.       Attack leads with a fury

Perhaps the most frustrating behavior of many print organizations is the length of time it takes to respond to a Web or social media inquiry. Customers’ expectations of response time for information requests have closed dramatically. Since buyers will often go to three or four sources on the Web for information, rapid response to a Web inquiry is a requirement to compete.

4.       Work to your market strength

Specializing in targeted markets and applications is a source of competitive advantage. Customers are drawn to print providers who can demonstrate a deeper understanding and success with a particular solution. It is not easy to find all the details of a complex and industry focused project or campaign on a Web site. Possessing a niche market is an advantage to direct sellers.

5.       Make each meeting a marketing event

We have said this before in previous articles. Never miss an opportunity to be a “smash hit” with every direct face-to-face meeting or phone call. Meetings are hard to come by these days. Being prepared with an exciting and engaging presentation is an important approach.

6.       Work your networks

If customers are gaining information through their professional networks before they talk to salespeople, then that is where salespeople need to be. Customers feel comfortable researching solutions with people they know and trust. If you are not networking, you are not selling. A good place to start networking is LinkedIn and Google+.

There is no question that customers are more in control in how they buy than ever before. With the availability of more channels of information, it is no wonder that customers are well along in their buying process before they even engage a printing salesperson. It is critical for salespeople to adapt and react to a changing shift in how customers gain information and ultimately make decisions.

Joe Rickard is a training leader and consultant dedicated to the graphic communications industry. He and his company Intellective Solutions (www.intellectives.com)  works with printing and technology organizations to improve their sales, marketing and operational effectiveness.