Canon Insight Report
Our recent Insight Report points in the same direction. We interviewed 200+ marketing buyers, who told us overwhelmingly that their print suppliers are ticking all the expected boxes – quality, service, price. However, what many buyers are missing in their interaction with those suppliers is proactivity, creativity and expert advice.
These days it’s not enough to ‘just deliver’. Business is tough, and buyers expect more. They want to feel that their supplier is emotionally invested in them and their needs, that they’re in a true partnership built on shared knowledge and goals. So, if print businesses want to thrive, they need to take a step back from the process of fulfilling orders and producing print, and channel their energy and expertise into creating customer value.
How? By nurturing a much deeper relationship with the customer, built on an understanding of their business objectives, their sales and marketing strategy. Armed with this greater insight, the print service provider can then see print’s real purpose within that plan. They can offer ideas and share innovations. They can volunteer expert advice and guidance on how to make print work harder and smarter, to deliver positive results that the marketing decision-maker can measure.
For most PSPs, this requires a mindset shift. Many solid print businesses have been built over decades on quality, speed, efficiency and delivery. But the marketing landscape has shifted, and the decision-maker has to prioritise spend for the best, most measurable outcomes. The product itself – print – doesn’t necessarily need to change, but the quality of the conversation with the customer does.
We distilled this insight into this 10-point ‘Make It Mantra’ – a reminder of the behaviours that PSPs should major on to ensure they’re seen as value creators, not ‘just suppliers’:
As important as they are, you won’t find the words efficiency, quality, turnaround and speed here. It’s about elevating the discussion, seeing print in a wider context and pushing the boundaries.
Ultimately, the Make It Mantra reminds us that we need to adjust how we think about business growth and be guided by what matters to our customers. When we do, that all-important focus and purpose becomes much easier, because we can test any business development idea, any investment proposal with a simple question: does it help us to create customer value? If the answer is ‘yes’ then it’s most likely a recipe for success.
You can still access the Make It Festival content, including keynotes and mentor sessions. Click here.