Using Web-to-Print to Sell More to Current Clients
There are two ways to sell more print.
Win More Customers | Sell More to Current Customers
When competition for new customers is high, it makes sense to shift more time and energy into option number 2.
Seems obvious, but it’s worth expanding upon. Because most often, when the topic of print sales comes up, it’s about “How to Win Customers.” But customer retention and expanding current client business are just as important.
As an organization that specializes in helping PSPs grab a larger share of their customers’ marketing spend, we thought we could bring a useful perspective to this topic.
Appropriately, we’re going to center this discussion on how printers can use web-to-print to achieve this goal. So, let’s look at 4 ways web-to-print can be used as a tool for winning a larger portion of your customers’ budgets.
More Than Print
Logistically speaking, the simplest way to sell your customers more is to have more to sell them. This is one of the key strengths of modern web-to-print. It allows PSPs of all shapes and sizes to fully integrate third-party producers into their offerings.
Why would a customer go to you for their promo gear and apparel when you don’t even produce it? The trick is purely in the convenience of the platform and the efficiency gains of leaving all marketing asset logistics in the hands of one partner. Everyone wants to simplify their logistics and their supply chain. Why would a franchise or a healthcare tech company want to find and juggle different partners for their promotional products, printed goods, and apparel, when they can find one partner that brings it all to them. They don’t care who produces it, as long as it’s all easy to order.
Web-to-print gives you the tools to provide all your customers’ assets, not just print. And that means you have more to sell.
Stickiness
Perhaps even more fundamentally than selling more by having more to sell, web-to-print’s greatest utility is something we call “stickiness.” This is the idea that once you get a customer to invest time working with you to launch their own private portal, the friction to stop partnering with you goes WAY up.
This is a simple matter of momentum. Large enterprise customers, with hundreds or thousands of employees, can’t and don’t have any incentive to frequently change the way they do things. Once their employees are all used to managing their marketing assets via your platform, you’ve got yourself a reliable source of income. This is the core strength of becoming a complete marketing solutions provider. And it’s only possible with a powerful, modern web-to-print platform.
Proactive Problem Solving
One of the great things about web-to-print is it’s ability to adapt to the ever-changing needs of the market. At least, that’s what the best web-to-print solutions do.
Having a tool that innovates and grows over time means you can seamlessly introduce to your current customers new ways to make their lives easier. For example, Propago has a feature called Fixed Assets. This feature is fairly unique in the realm of web-to-print. It allows the customer to use their portal to book owned assets out and return them. The PSP holds the reusable assets (things like TVs and conference furniture) and manages the fulfillment of the rentals.
It’s not hard to imagine how this ability would be useful to large customers who often have to coordinate events, tradeshows, and the like. It’s also not hard to imagine how being able to offer such an ability will not even make you a stronger partner, but also introduce a brand new type of income from the same customers you already have.
Having a strong, modern web-to-print platform in your toolbelt means you get to offer your customers new and innovative solutions to problems and make more money in the process.
Read more about proactive problem selling in our post: Are You Taking Time to Teach Your Customers?
Self-Service Means More Service
It might sound self-evident, but truly one of the most profound strengths of web-to-print is that when customers can control the ordering process, they’re going to order more. Everything you can do to reduce friction and time between when a customer needs something and when they can get it, you make a sale more likely. And that makes future sales more plentiful.
Self-service is the status quo in the 21st century. Across B2C and B2B markets, people want to be able to browse, order, check their order status, and see their order history on their own timetable. Web-to-print is how printers offer this modern ordering experience.
To learn more about the features of Propago’s web-to-print solution, CLICK HERE.
And if you have any questions about our solution or how it could help your business get more sales from clients, feel free to CONTACT US.
