Printers can benefit with a diversified customer base

Sometimes a small print company gets lucky. They land a big contract that promises to increase their business by one-third or more.

Here are some situations they have to deal with:

  • They have to hire more help almost immediately, which means training costs. If the new customer sells out to another company or quits the contract for some other reason, they will have to let these people go, a painful process that also makes unemployment insurance costs skyrocket.
  • The lucky printer may spend so much time on the new account that other customers get less-satisfactory service and, as a result, take their business elsewhere.
  • The print firm becomes so involved with the new customer that it fails to keep its advertising program up to date. It isn’t attracting the type of customer that was the mainstream of their business before.
  • At Yale School of Management, Professor Constance Bagley says that when you get a big new account, “You can’t stop being scrappy. You have to constantly be thinking that things can change dramatically in 60 to 90 days.”

Quoted in INC., Bagley says big companies are constantly looking for value. You have to figure out your immediate needs and address them. Keep the information flowing, especially information about their costs and their competitors. Talk with the R&D department and the new customer’s leader.

If you do well on this contract, you can use the experience to attract new clients of the same kind.

Joe Kern  is Vice President of  Marketing/Customer Service at PagePath Technologies. PagePath was founded in 1983 and is headquartered in Plano, Illinois. PagePath’s MyOrderDesk is an eCommerce solution that combines, Web-to-Print, automated proofing, pricing, reordering and more. It seamlessly integrates into a printing organization’s existing website or can be used as a standalone site. MyOrderDesk is known throughout the printing industry as the leader in Web-to-Print software.

2017-05-08T15:01:59+00:00

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