New Research: Buyers Don’t Choose on Price
The following post was originally published by Printing Impressions. To read more of their content, subscribe to their newsletter, Today on PIWorld.
Buyers are beginning to change their habits
These days, price is by no means the only thing that interests buyers. One trend that has been growing over the past few years is the importance of the customer experience when making a purchase. New research shows that this is the year in which customer experience could outweigh price in purchasing decisions.
This research is among consumers. You could be excused from thinking that this doesn’t apply to print sales. However, this is not the case.
This new trend is just as applicable to print buyers
I talked to a group of print resellers and brokers last year. These are about the toughest group of buyers you can find. Their business depends on being able to buy good print as cheaply as possible and to sell it on to their clients at a good markup. When it comes to buying print, they know what they are doing!
So I was really surprised when, during our discussions, many of them talked about making buying decisions that weren’t just about price. In fact, many of them told me that they placed business with suppliers even when they had found cheaper prices elsewhere!
Here are some of the reasons that they gave:
- Speed of estimating
- Online ordering and estimating systems that are quick and easy to use
- Ease of artwork upload and approval
- Help with design and artwork
- Clear reporting
- Confidence in quality and delivery
- Communication if errors are spotted or if things go wrong
What’s your customer experience like?
Maybe it’s time to review what things look like if someone is thinking of working with you for the first time.
PS Find out more ideas on how to engage with today’s buyers: download my free e-book “Ten Common Print Selling Errors and What To Do About Them” right now at http://profitableprintrelationships.com/e-book/ You’ll also receive my regular “Views from the print buyer” bulletin, full of ideas on how to sell print effectively.
Also, check out my book How To Stop Buyers Choosing On Price: you learn a powerful system for making sure your sales message attracts the customers that you want. Find out more here: https://profitableprintrelationships.com/online-training-resources/how-to-stop-print-buyers-choosing-on-price/
Many printing companies are frustrated how hard it is to engage buyers in today’s world. That’s where Matthew Parker can help. He is a gamekeeper turned poacher. Parker has bought print for more than 20 years and received over 1,400 print sales pitches. He now uses his buyer’s point of view to give practical advice to printers. He helps them engage with prospects and customers to create profitable relationships.
Download his free e-book, "Ten Common Print Selling Errors And What To Do About Them" and check out his recently launched book, "How To Succeed At Print Sales: Setting targets, planning the right activities and making sure goals are met."