Over the last few weeks, you’ve learned two of the five print buyer needs and why you can’t afford to ignore them.
The first need was service. There you learned that the greater the service, the greater the trust. Then last week, you learned about price and why that pesky “p-word” is such a big deal when it comes to staying competitive.
Next on the list: Quality
Did you know that buyers are less likely to question your prices if you have a reputation for producing high-quality products?
But, quality is also unique in that it’s so much more than merely putting out a good product. In fact, sometimes good quality can stem from the customer service your buyer receives after the sale more than the actual quality of the product.
So, before you can get too far into dissecting the need for quality, start by asking yourself three questions:
- Who defines quality for your print shop? (Are you letting your team or your print buyers determine the level of expectations for both products AND service?)
- How important is high quality in your customer service?
- What are you doing to ensure your quality meets the expectations of your buyers before, during, and after the sale?
Quality: Your No. 1 Differentiator
Quality products and services can make or break your business.
Here are just some of the reasons why quality will set your business apart and what you can do to ensure you’re hitting the mark.
Quality Builds Confidence
Picture this: You’re ready to sign on the dotted line for your first business loan when you notice a mistake. You point it out to the loan officer and she says, “Oh, sorry. I’m just not that good with numbers.”
Wha…what? You’re a banker!
Ok, now envision this scenario: Your furnace is on its last leg, but you’re trying to get it to hold out as long as you can. You call Joe from the heating store, and all you have to say is, “It happened again.” Joe responds with a quick, “I’m on it,” and by the end of the day, it’s working. You didn’t even have to give it a second thought.
Joe is building trust and confidence, while that banker… not so much.
If you want to win the heart of your buyers, look past the products you’re selling to the people who are buying from you. People trust people. So, focus on building customer relationships, seek and grow from the feedback you receive (i.e., accept your mistakes), and work hard to maintain the relationships you already have through consistent follow-up.
Quality Fuels Referrals
Some of the best customers find you via word of mouth.
When you’re confident in your product, are open to suggestions for improvements, and are continually looking for ways to give the customer exactly what they need (not what you think they need), word will get around.
You’ll start to see an influx of great reviews, testimonials, and referrals.
Be ready for it. Set yourself up for the social proof you need to woo your print buyers by providing Google review links, social platform review links, or even by following up personally.
Quality Builds Your Business Reputation
Canadian-American businesswomen Elizabeth Arden once said, “Repetition makes reputation, and reputation makes customers.”
Quality is essential for your business and your reputation. As Sampson Quain writes,
A strong reputation for quality can be an important differentiator in markets that are very competitive. Poor quality or product failure… can lead to negative publicity and damage your reputation.
If your business consistently delivers what it promises, your customers are much more likely to sing your praises on social media platforms. This not only helps drive your brand awareness, but it also creates the much-desired FOMO effect, which stands for “Fear of Missing Out.” Social-media users that see your company’s strong reputation will want to become part of the product or service you’re offering, which can boost your sales.
Don’t underestimate how much word gets around, and how much your reputation is influenced by it, whether good or bad.
Quality Increases Customer Loyalty
When the quality of your products and services are good, your print buyers will come back even if your price is high.
That’s because quality service and products create fiercely loyal customers. And, when your print buyers find quality online printing they can trust from a provider they trust, they’ll return, make repeat purchases, and recommend your print shop to others.
In the end, your print buyers need to trust that the product they’re getting will last for a reasonable amount of time and that your service is dependable. Product and service quality is something your company should always emphasize and have a goal toward.
Quality products and services will never fall away as a trend that’s come and gone. Even though you might live in a world where it’s hard to predict the demands of your print buyers, creating and focusing on quality will always reap results for your business.
