There has been much discussion about the “If you build it, they will come” philosophy, which was made famous by the 1989 movie Field of Dreams. Although this is not a sound approach to achieving solid business growth, the best practices of our industry’s leaders suggest that there may be a grain of truth to this message.
As an inkjet printing company, your search for new customers needs to be pretty specific. Your prospects should be using printed materials, of course, or at least considering it. And there are probably many other qualifiers you’re using to identify hot leads.
Smart print service providers (PSPs) align their products and services to the needs of the markets that they serve. Investing in a new technology like production inkjet often results in improved productivity and reduced operating costs, enabling PSPs to better serve their clients. Even more importantly, each new generation of technological investments will likely bring increased innovation and a wealth of new capabilities that can create market differentiation.
You did it!
You worked and worked and worked. Phone call after phone call after postcard after drop-by after email after social media stalking…and it has now paid off: You’ve got your first appointment with a new potential customer for your digital/inkjet printer equipment! Congratulations! Woo-hoo! Let the doves loose! But…