One of the things I ‘discovered’ over a long period of time in the printing business was that dependability sells printing.
It’s easy to take dependability for granted. We all know what it is and how to define it. We’re just not as good at providing it. Dependability isn’t new or innovative, and it certainly doesn’t create sexy slogans in your marketing materials. Can you imagine how funny it would seem if you sent out a flyer announcing a “new service” at your company… dependability? That would certainly raise a few eyebrows, wouldn’t it?
Here’s the crazy irony about dependability. It’s very hard to market it, but when you have it, customers want it. When you’re dependable, they’ll buy your printing.
When my printing firm, Express Press, consistently provided heroic levels of customer service, DEPENDABILITY, and reliability, our company grew faster. Because we were dependable, we attracted new customers more easily. When you’re dependable, you lower the risk associated with changing vendors and suppliers. Dependability gives prospects and buyers the freedom to try a lot of different things — like choosing a new printing supplier.
Are your customers able to depend on you? Can they trust you to do what you say you’ll do? Do you make good management decisions that others can rely on? Does your printing firm perform consistently well, even when you don’t feel like it? Are you a go-to player, or do you sometimes let your customers down when crunch time comes?
Dependability sells printing.
Are you dependable?