We recently attended a large convention in New Orleans (just a side note, if you haven’t been to New Orleans… I highly recommend checking it out. It truly is like its own island.) where we were on the search to learn more about 3 specific machines.  As we went through the aisles of vendors it’s amazing how we are constantly reminded of all the different possibilities in the printing industry.

A couple HUGE take-aways from the show for me… as a business owner and for my clients that we are trying to help succeed in their own businesses….

1. Be different but don’t re-create the wheel.  It’s important to have a “look & feel” for your business and to be sure that people can spot you out of a crowd. As with many conventions that anyone goes to… you typically bring back bags (or in our cases, boxes) of STUFF to sort through and do research on.  There are so many samples and ‘things’ in these boxes that I don’t know which manufacturer they came from.  How does this help me? How does this help the company that is trying to sell to me? IT DOESN’T!  Be sure that you name, at the very least, appears on EVERYTHING that you hand out to a customer or potential client.  They may not need the product or service now but in 6 months when they happen to come across you marketing piece… they will know who it came from.
2. It’s VERY important to stay on top of new technologies and equipment in your industry.  We are the only printing company in the Lakes Region area that makes a point to attend at least 2 LARGE conventions a year.  We do this because it allows us to stay ahead of our competition with new software, inks, printers, technologies, trends, and ideas.  You should be the most knowledgeable person about your industry in your area.  When a client asks me a question about a product that their office is getting in California, or China… I want to be knowledgeable and educated on that product so that I can help my client with ANYTHING they need to help their business get noticed and remembered.
3. Know your competition but NEVER talk bad about them… especially to a potential client.  We know who our competition is, we know their capabilities and we know their downfalls.  Use this in your marketing efforts in a smart way… not in a vindictive way.  Walking around the show comparing a few manufacturers against each other the largest turn off is when someone is not trying to sell me on their product or telling me the benefits of their products but instead sits there for 20 minutes telling me everything negative about their competition.  This works on multiple levels.  In the last few weeks we have had a few customers change all their printing to us with the reasoning that their current printer is not focusing on bettering their relationship with their clients but instead bashing the competition.  This is a huge negative for the client. It normally also tells clients that you are threatened or scared of your competition.  Always be the bigger person, this will go a long way.  Truth, honesty, and ethics will work out at the end of the day.

We hope you use these ideas to help improve your business and stay ahead in your industry.  Till next time…