There’s Smooth Sailing in the Extra Mile

September 2006

A lot of companies talk about “going the extra mile” for their customers. Despite the rhetoric, there isn’t much difference in the level of service between most graphic arts companies. That doesn’t mean there isn’t an opportunity to make the lives of your customers easier. In reality, there’s smooth sailing for companies who travel the extra mile.

Follow Through on an Offbeat Idea
Differentiation is what separates you from your competition in the eyes of customers and prospects. There’s no better way to differentiate your company than to follow through on an offbeat idea – as long as the solution makes sense for you and your customers.

For example, a printing company friend of ours decided to add proofreading to their slate of services based on a customer request. We also have a bindery client that has extended their estimating and customer service hours to ensure customers in three time zones will talk to a live person when they call. Both companies are finding that these little extras have become big reasons why their customers love doing business with them.

Need Ideas? Just Ask!
If you’re looking for “extra mile” ideas, it never hurts to ask for them. Your organization’s sales, customer service and estimating personnel often have great ideas tucked away in the backs of their heads. A monthly “roundtable” over coffee and bagels can be a great forum for unlocking them.

Your customers are often your main source for actionable ideas. An informal survey conducted by phone or e-mail can be a great way to gather valuable information about what you can do to make their lives easier. Don’t forget to send your respondents an appropriate “thank you” for their time and effort!

When you give your customers the solutions they crave, you’ll find plenty of smooth sailing in that extra mile. Enjoy the open road!

What Grow Sales, Inc. Can Do For You
Since 1996, Grow Sales, Inc. has helped develop innovative growth solutions for dozens of graphic arts companies. Give your “extra mile” services top-of-mind positioning among customers and prospects with our range of public relations, outbound marketing, web and graphic design and sales support services. Call us today to find out what our team of advisors can do for you.

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