5 Ways Printers Use Web to Print to Win and Keep Enterprise Customers
Very few printers deal with just one type of customer and offer just one type of solution. There are the hyper-specialist printers out there, of course. But most folks in the print industry deal with large jobs, small jobs, repeat customers, one-time customers, and, of course, the ever-important enterprise-level customers.
Enterprise customers are the big fish, the corporate accounts that drive an over-sized proportion of many commercial printers’ revenue stream. These are the customers that represent brands, chains, franchises, and multi-branch companies in sectors like finance, healthcare, and dining.
Enterprise customers are the most sought-after accounts because they often provide reliable, consistent, large-volume work from printers and most of the time, they are looking for a provider they can stick with and rely upon in turn. Of course, with all those positives comes the downside: competition for enterprise customers is high, as are the standards of these big brand print customers.
Not only that, once you’ve won the business of a whale customer, that doesn’t mean you can rest on your laurels and count on them being there forever. The bigger the customer, the more work they will be to manage and keep happy. You need the right tools in order to do this.
One of the printer’s most essential tools for winning the attention and long-term work of enterprise customers is a sharp web to print solution. Here’s why that is:
Make Ordering Simple
For many large organizations, getting their many field agents, salespeople, and reps the collateral they need quickly and efficiently is a huge pain point. The old ways of getting printed material and promotional items selected, ordered, approved, produced, and fulfilled are just too slow and cumbersome.
Modern web to print software solves this pain point. If you can show a prospective enterprise customer that your platform can dramatically streamline their entire marketing material supply chain, you’ve got a strong chance of winning them over.
Be the Complete Provider
No one likes dealing with multiple parties every time a routine task needs to get done. If you’re a franchisor trying to get updated signage, hats, and table displays out to all of your locations, you don’t want to have to play phone tag with your wide-format printer, your shipping broker, your hat vendor, etcetera etcetera.
Now that technology allows for it, enterprises are increasingly focused on finding marketing partners, not single-task vendors. From their perspective, having a single partner who can provide all of their printed materials, direct mail, business cards, promotional items, and apparel saves tons of time and headaches. Everything becomes simpler when they can rely on their COMPLETE provider to provide all their marketing goods.
If your web to print solution supports third-party vendor connections and workflows for purchase orders and dropshipping, you can be that one-stop-shop all the biggest print-buying organizations want.
Protect Their Brand, Budget, and Inventory
With many employees, comes the need for regulatory tools. Enterprise customers with high volume printing needs often come from industries with necessarily strict regulations and compliance rules. Some of these are related to branding, some are related to security, some are related to record-keeping.
The tradeoff of letting individual end-users do their own proofing and ordering of marketing materials is that the potential for mistakes goes up. This tradeoff is solved for by web to print solutions with sufficiently robust and flexible user experience controls.
Keep Them Invested
As we discussed above, one of the most important things for printers to know about dealing with enterprise customers is that getting their attention is not even half the battle. Enterprise print buyers are looking for a long-term, complete solution provider. Printers are looking for long-term, reliable revenue. A good web to print solution is the key to forging this connection.
That’s because a complete web to print solution will make a printer ‘sticky’. Once the customer, their administrative team, and all of their end-users across the whole organization are used to using your platform, your solution has become an integral part of their operation. That’s a good place to be as a solution provider.
Your Software Provider is a Resource
Printers seeking a modern, intelligent web to print solution can’t ignore how important it is to consider the team behind the solution. Just as enterprise customers are entering into a partnership when they find a print solution provider, printers are entering into a partnership when they find a web to print provider.
If the team behind the software is dedicated to the success of the printers that license their software, they can be a valuable resource for winning and managing the largest and most complicated customers.
Big picture: Web to print is more than a method of ordering print with a browser. It’s a powerful tool for printers to get more customers, bigger customers, and develop longer, deeper relationships with those customers. Those who want to compete for enterprise customers, especially in fast-growing and highly regulated fields like healthcare and finance, either already know or are quickly finding out how essential a modern web to print platform can be.
Get our free guide to learn more about what a modern web to print platform needs.
