New Equipment Won't Sell Itself
July 2004

So your company finally made that equipment purchase it has desperately needed. With the economy on the rebound, the timing was right to make the move and upgrade your company's capabilities. Now you just plug it in and watch the orders roll in, right? Unfortunately, it isn't that easy. Here are a few tips to keep in mind to help you reap the benefits of a new equipment installation:

Get the Word Out - If you want to drum up new business on new equipment, you need to let people know about it! A press release distributed to the media is a good start. To make it truly effective, keep talk about the specs to a minimum and focus instead on the tangible benefits of your new equipment. This gives your customers and prospects a clear image of ways it can save them time and money. Also, consider printing the release and mailing it to key business influencers with whom you are currently or would like to be dealing.

There are plenty of other ways to get the word out about your new capabilities. Your company website should be updated regularly with information and photos of new equipment. Even a brief tagline in the signature portion of your email can be effective as a daily reminder to customers and prospects that you're working to improve your service to them.

Let Them See It - A recent equipment installation is a great reason to invite customers and prospects to your facility. Plan a half-day educational session that includes tips on planning projects to take advantage of not only new equipment, but also your company's production benefits. To make sure you get a healthy response, send invitations and include a breakfast or lunch.

Stay the Course - It's common for companies to let their efforts fade after making a big push for business immediately after a new installation. However, sales are likely to fade as well if customers and prospects forget about your improved capabilities. A new installation can serve as a jumping-off point for a regular program of information flowing from you to both customers and prospects. Sustained efforts should reward you with a top line increase and a robust ROI (return on investment).

How Grow Sales, Inc., Can Help
Since 1996, Grow Sales, Inc., has been helping printing and other graphic arts companies get the word out to customers and prospects consistently, accurately and effectively. With our highly focused public relations, marketing, Web design and sales support leadership at your side, you'll never again have to worry about how to take advantage of equipment installations or any other infrastructure improvements.

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