Monday, June 21, 2010

Stop Driving Your Customers Crazy - Part 1

Your client's world is a pressure-packed environment with multiple, and often conflicting priorities. To get everything done, clients often spend the day doing triage, deciding what must be handled now and what will survive if the task is put off. They don't have time to deal with salespeople who drive them crazy five different ways.
Crazy-Maker Number One: You whine about the small amount of business the client is now giving you.

Put yourself in the print buyer’s shoes. Budgets got cut, staff was reduced and the buyer’s boss is demanding your client find new ways to stretch every dollar spent. Buyers have bigger problems than whether or not you get enough work. Don’t complain because this is a problem they are not interested in fixing.

Wake up and smell the recession-brewed coffee. Many current customers will never buy as much print in the future as they bought in the past. Many now expect cheaper pricing and they will continue to expect it when the economy improves and the marketing budget expands.

Stop complaining and figure out what you need to do to survive and thrive in 2009, 2010 and beyond.

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