This article was republished from the May issue of Australian Printer, authored by Deborah Corn

Yes, the pandemic still exists and while there is still some uncertainty around it when it comes to planning meetings and events and when/if there will be a return to offices, we can control getting best prepared for whatever 2022 holds in store for us as we already have plenty of pandemic pivoting experience.

So, the mission for 2022 is to know, show, do and share.

Know…

It’s time to flip the script for good and focus on what your customers need, not what you offer. Don’t pitch print, create, and offer collaborative opportunities that will help customers generate business results.

That requires you to understand their customers and their needs today – not yesterday, not last year, not in 2018. It’s about their needs today and for the very near future.

Don’t overwhelm and stress customers and prospects with cold calls and fact-finding missions. Approach them armed with a plethora of print possibilities that reflect your research findings. More than likely, your customers need customers so start with a few very affordable options for helping them do that and build upon positive results to do more work with them.

Show…

There are tons of stats you can request from Google that support the premise that customers of all kinds do plenty of research before contacting a business or buying a product. I do. I’m willing to bet you do.

Close your eyes and think of your website as a virtual showroom for all the amazing things you can do. Can you smell the ink? See all the creative possibilities? Now open them and look at your website.

If your dream is better than reality, get on that now. You may not have control of the website and the content shared by your company, but you do have the ability to gather intel from Google, speak up and suggest a refresh and/or revamp to help site visitors fall in love with you on their own. A comprehensive and attractive website can assist with new business development and getting people further down the sales pipeline 24/7/365.

Do…

Whether it’s called a mission statement, a value proposition, or a mantra, understanding the business and creative results your company helps generate for your customers is how this needs to be crafted and communicated across all your channels and platforms.

Explain the amazing things your presses and finishing equipment can do, don’t just list them. Share and celebrate your partners who help you offer extended services – like photography, design, and digital marketing. If you don’t want to call them out by name, make sure it’s clear that you have industry partners to tap for all aspects of project needs.

You want to do as much work with your customers as you can. Help them understand you are providing customer convenience, ensuring their brand consistency, and how one-stop shopping supports your mission statement to generate business results through print marketing and communications.

Time is money. Customers can save time by working with one vendor and not sourcing and quoting with multiple sources (when possible), they can get projects out faster and start the ROI ball rolling. That is a simple and positive business result.

Share…

I have used this word several times in this post, and I still dedicated a section to share because it is critical to doing business.

As we move towards a post-COVID world, our research and purchasing habits aren’t going to change.

Educational content, product descriptions, predominant must know info like colour and size, pictures and video, user reviews, and testimonials all drive many of my purchasing decisions. Unless I already know a product, I don’t buy anything anymore without reading user reviews.

Why is what you sell any different?

Tell and share the story of your business from its origin through today. Collect testimonials from customers, ask them for online reviews – especially when they are thrilled with work you have just completed for them.

Tell and share the story of your commitment to your community and the world like charities and initiatives you support, and what your business is doing to combat climate concerns.

PS – that isn’t about sharing that you offer eco-friendly materials; i’s about putting solar panels on your roof and having a carbon-neutral program in place. Think bigger and do more in this area than your competition to remove them as your competition.

Tell and share the story of your new and younger employees. Use them as living job descriptions. Empower them to be a part of your interview process.

So, do the work, tell your story. Share your story. I’ve given you some starting points to start!

Comment below to have your say on this story.

If you have a news story or tip-off, get in touch at editorial@sprinter.com.au.  

Sign up to the Sprinter newsletter