Column
Is the “blame game” costing you business?
Joanne Gore
When stuff goes wrong, seize the opportunity to become a trusted advisor
You know how the old saying goes: 80% of business
comes from 20% of your customers.
No matter what the size of your business, it should not be
difficult to name your top ten accounts. These are the
accounts that generate the most revenue for your busi-
ness and an “all hands on deck” attitude when issues
arise. Even if it’s the customer who is actually at fault.
This, my friends, is where the “blame game” begins.
Say, for example, you regularly receive files that aren’t
set up right from one of your longstanding customers. No
matter how many times you send over the specs you
require, something always needs a fix. It’s easy to pre-
sume that the designer preparing the files is unfamiliar
with printing techniques and best practices, because the
reality is that this is becoming more and more an everyday
occurrence. In truth, the errors could result from a variety
of sources. Perhaps someone else is prepping the files
and they haven’t been properly briefed. Perhaps the job
was spec’d wrong, or there was an error in the quote, or
you need to run it on a different press.
Regardless the reason, errors slow down the flow of the
job. Errors make for an uncomfortable call to the customer,
and result in the inherent pointing of fingers as the blame
game plays out. In the meantime, frustration sets in - on
both sides - and the relationship sours.
Even if you have the means in place to catch and fix the
errors before any real damage is done, the point is that with
every change, you are introducing another step into your
production process. If you don’t get to the root cause, the
problem could perpetuate and the blame game will continue,
leading to ripple effects felt throughout your business.
What happens the next time you are looking for a referral?
Or when that designer who provided the bad file moves
to another company, taking a negative impression of your
company along with them? That’s right, your bottom line
suffers.
But what if you took a different approach? What if you
could find a way to turn the blame game around and use
that “frustration” to generate revenue…before your bottom
line gets dinged? What if you could grow your top 20%,
by building relationships with the other 80%?
Let’s go back to the example of the files not being set up
properly. Here you have an opportunity to take an issue
that might very well result in the loss of a customer, and
turn it into an opportunity to become a trusted print
advisor.
38 | February 2018 | GRAPHIC ARTS MAGAZINE
Identify the areas within your business where frustration
often sets in. Ask your support people which questions
they get asked frequently. Look for tips and tricks from your
order entry team, as well as cost-saving tips from your
estimating team.
Leverage the various subject matter experts in your busi-
ness to create information that you can share, through a
variety of platforms and marketing channels, as well as by
your sales, service and support teams. Relevant information
that not only addresses and helps solve these common
problems before they happen, but educates your prospects
and customers and improves their overall experience with
your company.
Consider developing a
guide that outlines these
best practices, identifies
ways to avoid common
mishaps, provides cost-
saving and time-saving
ideas, as well as testimon-
ials from satisf ied
customers. Show before
and af ter images, and
showcase your shop’s
capabilities in a beauti-
fully printed piece, as well
as a shareable, digital
download. Want to take it
a step further? Offer a
workshop and invite your
customers and prospects
to attend. Invite them on
a tour and focus on the
areas mos t impac ted
when mistakes happen,
while featuring the great
results in your showcase piece. Produce a video of the
event and feature it on your website. The possibilities, and
opportunities, are endless.
What if you could
find a way to turn the
blame game around
and generate revenue
before your bottom line
gets dinged? What if
you could grow your
top 20%, by building
relationships with
the other 80%?
Nobody likes to lose business. Are you prepared to risk
yours by playing the “blame game”?
Joanne Gore has over twenty years of B2B marketing and
communications experience. Joanne is a marketing geekette by
day, a fitness instructor by night, and a mom 24-7. Follow her on
Twitter: @joannegore121.
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