Awards & Engraving

August '18

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A&E AUGUST 2018 • 49 Sales & Marketing product, not why the customer needed their brand. They didn't talk about their relationships with their customers. We all know we might win a customer the first time based on price, but successful businesses know that keeping a customer is more important than getting new ones. So, how do we get out of the com- modity trap? If you feel yourself in a race to the bottom of the price scale, you have to make some changes. If not, you will run yourself out of business since someone is always going to be willing to sell it cheaper than you. There is still hope, though — it just takes some mentality changes on your part. You need to do what the computer companies did not: focus on your relation- ship with your customers. You need to change your strategy and thinking. Talk about your relationship with the customer, not how cool or awesome-looking your product is. A good example of this is a grocery store. In my neighborhood, there are several options from a discount no-frills market, to a high-end, organic-only spe- cialty store. Yet the most successful, and the one we frequent as a family, is the one that lands right in the middle of the spec- trum. We actually drive a little bit farther since my family and I feel comfortable there. The aisles are nice and wide, every- thing is clean and organized, but most importantly, the staff is amazing: friendly, helpful, and willing to work as a team when it is busy. Their customer service Blank or Etched We'll do it for you! 8 8 8 - 2 8 3 - 0 0 1 9 • C U S TO M E R S E RV I C E @ C RYS TA L B L A N C . C O M

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