Ways to Find New Customers - A Series

So this idea of helping you find new customers has been on my mind for a while, and I have been debating how to deliver it. Should it be a conference call series? Seminar? And then it struck me - Just keep blogging, and 2 or 3 people will benefit from your experience. So this will be an ongoing series until I run out of ideas, which should take a LONG time, cause I am full of it (ideas)
The title will always be Ways to Find New Customers, and I will number them or something clever.

So here goes Number 1

YOUR OWN MAILBOX
We all get direct mail pieces just about every day in our mailbox. So I collect mine, and I go through them, and look at each one critically. Because there are three things that need to be there in order for that piece to be effective. It has to have...
1. good creative
2. good timing
3. a good offer

If anything I receive is missing any of those three elements, I come up with what I would have done differently, and then I do some research on the company. And then I very diplomatically craft an opening dialog that will address how I can help them improve their communications, increasing the value of them, lowering cost, or increasing the ROI.

Here's an example. A major furniture manufacturer sent out postcards to a seemingly random list of homeowners. It was a nicely designed piece talking about a sale. We just happened to be in the market for a new bedroom set. What was the problem, you ask? the Website on the cards was WRONG!!! What a colossal waste of time and money, and how much damage done to a brand! So if I were selling print today, I would immediately get on the horn with a C LEVEL marketing executive in that organization, and say something like this.

"My job is to help retailers increase their profits and optimize their print spend by creating targeted and cross media campaigns that garner double digit response rates, thus increasing sales." No where did I say I was a printer. And I am NOT talking to a designer, admin, or print buyer. The one who cares about the ROI is the C Level person who loses his or her job if sales don't increase. Like my old friend Bill Farquharson says, "Solve the problem, get the order." They have a problem in that no one was paying attention to details. Others have a problem because their creative stinks, they have no strategy about who they are mailing to, or there is no offer.

By the way, this rule applies to you, too. If you are going to spend the time and money to do a mailing, PLEASE make sure your creative is good, you offer SOMETHING, and that the companies you are targeting are in a position to buy from you. I can go on and on about list procurement and where to find these folks, but that will come in another post. Or you can call me and we can talk about your situation specifically.

Who is your MENTOR?

I saw a re-run of an old Seinfeld the other day about the mentor/protege relationship, in which Jerry's girlfriend's mentor is dating Banya, one of Jerry's rivals on the comedy scene. It got me thinking about mentors and mentees, and whether those relationships exist today. I remember my first professional mentor - my boss in my first job out of college. We were working in retail and she taught me a lot about standards, professional behavior, and goals. Over the years, few of my mentors could be considered bosses. Some were headhunters, and one was a business coach who I have done some consulting for in the last year or two. Here are some things I have learned about this relationship called mentoring.

1. There are no rules or guidelines, and often nothing formal involved. Often, if you find value in the advice or listening skills of a peer, competitor, customer or friend, that person is a mentor to you.

2. The mentor does not have to be older or more experienced than you. Again, this is all about reflection, getting ideas, advice, and feedback.

3. The mentor is not always right, so it is always important to listen to that voice in the back of your mind. Your true gut is always your greatest ally.

4. You can't have too many mentors. It took me a long time to be able to say out loud, "I need some help. I need to get other's views on this topic before I make a decision." We always want to be self sufficient, but that does not always serve us so well.

5. The internet is no substitute for authentic relationships. I belong to a lot of groups in which people seek advice about equipment, services, or just about anything. Just remember, everyone has an ulterior motive on the web- the advice you seek could be coming from someone who has a vested interest in the outcome. So, finding neutral people you can trust becomes even more important. Take me for example. My ultimate goal is to help make printers more money in digital printing, but it only serves ME when they choose Canon Business Solutions. I have chosen not to sell a product to a prospect because it would not fit their application, but not everyone is as honest as me!

In a nutshell, mentors are good. Being one is good and leaves you with a sense that you are giving back. Having one is like having a free coach at your disposal. If you aren't one or don't have one, see what you can do to change that. And I'm always available!

How Well Do you Know Your Customers?

I find it interesting that the more I reveal about myself, the more I tend to learn about other people. This is especially true when I am talking to you, my customers and prospects. As I have been travelling around and the topic somehow gets to my ever increasing belly, I share that I am expecting twins in February. This information tends to encourage people to share stories about their own children, someone they know who also has twins, or some other interesting tidbit. The point is, valuable information is being shared, and I am really enjoying it.

So my question to you is this - How much do you and your customers share when it comes to information? Now, I know this can be a slippery slope and can lead to phenomena like OVERSHARING, but I am going to encourage you to go out on a limb and get to know your clients better. Not only does this encourage a more personal (and genuine) relationship, but you never know what else you might pick up. What if your customer has a brother in law who works for a big law firm and is responsible for print buying? Or what if a customer told you when his or her birthday was a you showed up that week with cookies you made ( or bought and passed off as homemade?)

Just remember, people buy from the people they like, and if you listen to your customers and go a little deeper with them, it will inspire the kind of relationship that we all seek in the business world. One where lowest price is not the only factor in the equation, and where a genuine connection can last years or even decades.

Beat the Competition, but in a NICE Way!

Ours is a world of tough competitors (to borrow a phrase from Jerry Maguire). Today we have to worry about offshore companies, internet low cost providers, and office supply companies, not to mention the freight carriers FedEx and UPS. Our goals are to keep margin, keep our customers satisfied, and continue to find new revenue streams to keep us healthy.

But what I want to discuss today is our attitude about all of those competitors. And if I had to put it in a nutshell, in two words, I would say HIGH GROUND. Here are a few fundamentals I try to adhere to as much as possible.

1. I don’t say my competitors name out loud. Now, if the prospect or customer introduces the topic, I will follow, but I never introduce it and I try to steer away from it and keep the conversation focused on my companies’ value and how I can help solve problems for my customers and prospects.
2. I do everything I can to avoid saying anything bad. Sure I have strong feelings about my competition, and much of that might be negative. And, when they are slinging mud, it might be human nature to join them in the slop. But I don’t. I will make comments that are based in fact, such as BBB ratings, factual testimonials made regarding the performance of my competitions’ offering, or published third party assessments like The Buyers’ Laboratory. But I keep my comments clean and positive.
3. I focus on the differentiating factors. If my competitions’ price is lower, I face it head on, and can explain very clearly why what I am offering is worth more. It might be image quality, paper handling, post sales support, service, or environmental commitment. I know what the competitors “strengths” are apt to be, and can answer and rebut those supposed advantages. For example, for a printer competing with an on-line company that is a supposed low cost provider, I would focus on customer support, the ability to see a proof, the low cost (or free) shipping that comes with doing business locally, and the overall personal relationships that do not exist when you are dealing with a lights out gang run shop. I would be able to explain what gang running is and what lights out means, and tell my prospect why dealing with me brings security, flexibility, and increased value due to a long range commitment to partnership.

So the next time you feel threatened by the internet, Staples, or an offshore printer, take the high road, but be ready to turn that conversation very skillfully to what YOU bring to the table and why dealing with you has more value and is an overall more profitable experience.

WWBFD?

WHAT WOULD BEN FRANKLIN DO? As one of the US’s fathers of the printing business, I like to think that if he were alive today, Ben would be blogging for WhatTheyThink.com, be president of his local PIA, and be a real networking force – someone to mentor the rest of us and give us guidance.

Trade associations are a great place for people and companies to collaborate, share and commiserate. Just about every industry in the world has at least one association, from professional organizers to dog groomers, to all of us in the printing industry. And we have LOTS of groups to turn to…

So do you utilize the resources available to you on the old web? Do you read WhatTheyThink? Have you ever attended an industry event or a webinar? If you have, good for you! Keep going, network, and share ideas, because the healthier our industry is as a whole, the better off we will all be.

But if you have not ever taken advantage of all that is available to you, I beseech you – Please do! There are dinners, golf events, educational seminars, as well as websites that are chock full of valuable information. You might meet an associate that could be a valuable resource or partner in the future, someone whose services are a perfect compliment to yours. Or, you might find a software provider ready to help shepherd you through a new concept like PURLS or One-to-One marketing. Or, you might meet a fabulous rep from the country’s leading press and copier manufacturer who is dedicated to helping you make more money and realize all your dreams…. I’m just sayin’

Below are just a few links to some of these associations, and there are TONS more – Ask not what you can do for an association, but what can an association do for YOU?

www.Aiga.org
www.napl.org
www.printing.org
www.npes.org

Time for a Re-Invention?

I’m not really sure how I feel about Suze Orman. I wouldn’t call myself a fan, but I do catch her show from time to time. I have never read one of her books. I caught her show the other night, and she had a photographer from Chicago appear via satellite. He was seeking her advice as to whether he should close his business. He had lost $23,000 this year so far after about 15 years of supporting himself, his family, and even a few employees. He felt that technology had gotten the better of him, and that in tough times people do not splurge on professional photography. His specialty is family portraiture, and he has taken a beating over the last couple of years. Everyone has a digital camera, and with Snapfish, Shutterfly, and Tiny Prints, it’s easy to upload your own photo and order cards for holidays, birth announcements and other life events. Now it would seem that only those with a lot of disposable income would hire someone to do something that they can do themselves. And how many of those folks are really left out here now?

Now I realize I am treading on dangerous ground here. I do not draw a direct correlation to this photographer’s situation and the printing industry. There are many key differences, not the least of which is that even though everyone might have a desktop printer to print a few sheets, not many companies or individuals have a 40 inch press that can produce a thousand brochures in two days. My point is this…

Suze told this guy to shut it all down and start over again. She called it a re-invention. I love this word. What this means is that this guy has the power to be anything and everything he wants to be. The key for him is to find an area of the marketplace that has demand, whether that be corporate events, art exhibitions, or nature photography. He already has the talent, the equipment, and the connections. So he can give himself the opportunity to build himself up all over again, and regain the success he once knew.

This is not to say that re-invention is easy. It requires taking a long, honest, hard look at the current situation, and the ability to admit what is not working. With some creativity, and maybe some help from colleagues, customers, and even the friendly competition, you might just find a whole new world out there that demands your expertise. Before you know it, you could be looking at a business that is renewed, re-energized, and REINVENTED.

What's your "Image"?

When I think of my image, I think of how I look to other people – How I am perceived by society. For the purposes of this discussion, I am going to use dictionary.com’s eighth definition of “image” –“the general or public perception of a company, public figure, etc., esp. as achieved by careful calculation aimed at creating widespread goodwill.” That’s a pretty good definition to start with.

I would define my image as a professional, reasonably attractive, intelligent, Midwestern sales executive. How can you tell these things about me? The clothes I wear, the car I drive, the way I present myself, how I communicate with peers, clients and prospects. I probably wouldn’t find too many people who know me professionally that would dispute any of these adjectives. But what is the implication BEHIND these definitions? What I WANT the implications to be are that I am trustworthy, capable, resourceful, and ready and able to help business owners make more money and become more successful themselves. So, in fact, my image is crucial to my success. If I came walking into your shop with uncombed hair, jeans and a cigarette dangling out of my mouth, would you invite me to sit down and tell you all about how I can help you? Probably not. But, if I am well dressed, have a smile on my face, ask intriguing questions, and offer an anecdotal story about how working with me resulted in increased profits and sales for another business owner in your situation, you might give me a few moments of my time. Agreed? Now for the tough part.

What does your image say about your business? What does your storefront look like? Are the windows clean? Do you use the wall and window space to communicate with potential customers on the products and services that you offer? What does your delivery vehicle look like? Is your lobby or receiving area clean and welcoming? Is there an appropriate place for your clients to view proofs, select paper stocks, or consult with you on a project?

The point is this. In an economy such as the one we are currently surviving, there are very few things we can control. We can control our activity levels when it comes to interaction with clients and prospects (which is a topic for another day) and we can control our environment. I am not advocating a major renovation to add a conference room or anything as drastic as that, but if your place needs sprucing, spruce away. Take a look at your WHOLE operation with a fresh pair of eyes and ask yourself, “If I was not currently doing business with this organization, would I, based on what I see?” if the answer is anything other than “Definitely”, I would get busy, organize, clean, straighten, and turn my place into an inviting professional looking environment that is EASY to do business with. Enlist the help of family and friends – you can probably knock it out in a weekend and not have a negative impact on your daily operations. And you just might invite some NEW business your way. So what are you waiting for?

A day without a cellphone is like.....

Yesterday I was without my cellphone all day. As I drove from appointment to appointment, I would think to myself – “Oh – I need to call Shelly to firm up that demo for next week” or “I should really get on the phone with Tony to make sure he got the samples I left for him”. And I would reach for my phone. And it wasn’t there. So I was forced to sit quietly with my thoughts, (and Journey on the radio). And something pretty amazing happened. IDEAS. My brain was flooded with ideas. Ideas for blog topics (I netted SIX in six hours). Ideas for promotions to help tell prospects about how I can help them make more money. And, I’ll admit it, ideas for how I will spend the MegaMillions jackpot that I am sure to win, due to my new strategy (since I travel around the south suburbs so much, I have taken to stopping at different locations several times a week to spread the luck around and further increase my chances of winning – SOLID idea, right?)

And I got to really LIKING not having my cell phone with me. Now, I know this is not a sustainable way to operate – I simply HAVE to be accessible to clients, colleagues, and prospects. But what if I gave myself just a few chunks of time a week without the boat anchor of connectivity at my fingertips? What kinds of ideas would materialize in those stolen moments of silence and concentration? So I’m going to try it. I have my phone back now, but for 20 minutes or so a couple of times a week, I am going to silence my phone while I’m driving, blogging, or making sales calls, and we’ll see what happens. I might just come up with some solutions to some of my (or the world’s) biggest problems. Or, I might just come up with one more topic to make you go h’mmmmm.

So what if you tried it? What if you left the press floor, or closed your office door, turned off the phone, and just sat in the silence (Journey is optional). What kinds of ideas would YOU come up with? Do me a favor – Give it a try and tell me how it goes – you can just leave a comment here on the old blog – I can’t wait to hear what happens to YOU!

See it. Define it. Have it.

When you think about success, what does it look like to you? Most people can come up with verbal definitions of what it means to be successful, but not what it would look like to them. I would argue that having some visual representation of success can help you define, and then reach, your success goals. I’ll tell you how.

My husband and I sat down about 6 months ago with a stack of magazines and just started pulling out pictures and words that meant something to us. There was no agenda – no real purpose other than to see what had meaning to us visually. The results, we found, were not all that surprising. Children, homes, sports, vacations and health. Those were the main themes that we found. So we got a big piece of poster board and glued all the pieces down – collage style like you might have done when you were a kid. We had a blast with it and it was reassuring to know that we were on the same page about our future (With the exception of the big picture of the Penn State Nittany Lion that he insisted on including)

Can I tell you there were concrete results? Well, we are expecting twins in February, we just completed a deck remodeling project, and are taking a vacation in 2 weeks. Did all of those things happen just because we made a poster board? Yes and no. What if having those visual cues helped us to really see what mattered to us and freed us up to make them happen? You can be a skeptic all you want, but we are well on our way to having everything on that poster board and have plans in place to move it all forward.

So what if you tried a little exercise, and tried to envision what you hope to achieve in the next year with your business? You don’t have to make a vision board like we did, but if you can see it in your minds’ eye, it is that much easier to know it when you’ve got it, or figure out ways to get it. Define your goals, your success, and you just might surprise yourself. (Plus, what else are you going to do with all those magazines?)

How Green is Your Pressroom?

The environment seems to be top of mind for many people and companies these days, but where does that leave small and medium sized printers? Forest Stewardship Council and all the other certifications are great for huge printing companies that have the resources to investigate and ensure compliance, but the mom and pops? Not so much.

Many of your buyers, though, want to utilize more responsible practices when it comes to producing their printed materials. Even small companies. So what should you do?

Develop your own green policies, procedures and philosophies, and be prepared to tell that story to existing or prospective customers. Do they ask for soy based ink but you have not been willing to procure it for them? Do YOUR OWN research, find a place to buy it, and build a pricing structure and subsequent value proposition around it. They expect to pay more for it – but give ‘em what they want.

Do you have a selection of recycled papers for them to choose from? If not, MAKE time in your day and find them, and at least be ready to order them if they are requested. I’m not suggesting you make a capital outlay and double the house stocks on your pressroom floor, but have it available. Make it easy for buyers to do business with you. Be able to say, “YES I can get that for you, instead of NO – I do not offer that.” Customers like to hear the word yes, and soon, you’ll be hearing it too, when they say yes to your bids.

Aside from materials like ink and paper, what other “green” practices to you use? Have a list of recycling programs, causes you support, hybrid vehicles your business uses, and any other environmental stories you can tell. You may even want to compose them all in a document that you can include in invoices, post of your website, or mail to your customers and prospects. If you are doing something different than your competitors, don’t be shy – TELL YOUR STORY!

Green – It’s the other white meat!

Small Steps Get BIG Results

Sometimes I think that the hardest thing about trying something new is taking the first step. I’ve talked to a lot of prospects who tell me that they WANT to start making sales calls, or they know they NEED to, but it’s not something they’ve ever had to do before. But where to begin? I know some people will buy a list with hundreds or even thousands of companies on it, companies that they suspect might have a need for their services. And they might send a postcard or a brochure to some or all of the people on that list. And then, they sit back and wait for the orders to pour in. And when they don’t come pouring in (those orders) , they decide that they should try something else, and that business development just does not work. And they give up. Sound familiar?

Well let me tell you why that kind of reasoning is very faulty, and why a different approach COULD work. I submit that success in finding new clients lies in starting with a manageable list of suspects and working that plan. Here’s what I have been doing lately. When I come up with one of my brilliant plans for how to attract new customers, I start VERY small. The last two promotions I launched had 32 and 20 recipients respectively. I had a 20% response rate on my poker promotion. And I am in phase one of my madlib scheme, and I already have a 5% response rate with 3 weeks left to go.

This brings me to my next point about trying a new program. It is never enough to send out one postcard and say that you have a marketing plan. For a campaign to be really effective, you need a multi-touch, preferably cross media approach. I know that cross media sounds like a scary concept, but all I mean by that is that you use more than one method of reaching prospects. Phone, email, direct mail, newsletters, blogs – these are all different ways of touching a prospect, and combined can be a very strong recipe for success.

So here is what I suggest. Make a list of 20 clients that you haven’t heard from in 6 months. Send a letter one week, an email 3 days letter, and call 3 days after that. If you recover one customer from your efforts, it will have been more than worth the time, energy and stamps that you spend. So what do you say? If you need new customers, go and get em, just a few at a time. You can make the time and it will be worth it.