Who’s Responsible for Sales and Marketing at Your Company?
Hint: Everyone!
- December 2005

“The fact is, everyone is in sales. Whatever area you work in, you do have clients and you do need to sell.” – Jay Abraham, noted sales & marketing guru.

When we think of sales and marketing in the graphics industry, we think of individuals we hire to make sales calls, or outsourced agencies that specialize in creating marketing materials. But the truth is your entire staff is selling and marketing your company on a daily basis.

Sounds dubious? Consider that every contact your clients have with your company is a marketing or sales opportunity. Every phone call, every email, every customer visit and every delivery can create or strengthen a positive impression of your company. This is important to recognize: Positive interactions can lead to repeat business or, better yet, referrals (the most cost-effective way to harvest new revenues).

Small Details Make a Big Difference

When a customer relationship goes sour, “big-deal” factors such as a blown deadline or poor quality on a shipped job are typically identified as the culprits. But even the smallest of details can cause irreparable damage. A surly, abrupt phone manner or a dirty, disorganized customer waiting area are just two such details that can put off a customer and sully your reputation. Remind employees of their role in selling and marketing your company and encourage them to identify and repair any small details that can get in the way of winning and retaining business.

Naughty or Nice?

Do you know what your employees’ actions and service are saying about your company? Don’t take a guess; solicit honest, anonymous feedback from customers. A “suggestions” box located prominently near your front desk or customer waiting area allows customers to offer feedback when their impressions are most vivid. The end of the year is also a great time to send customers a brief survey to see how you’ve done this year. Be sure customers can respond anonymously, and use open-ended questions that generate thoughtful responses.

What Grow Sales Can Do For You

At Grow Sales Inc., we’ve been helping graphic arts companies like yours create sales opportunity. Our mix of outbound marketing, public relations, web and graphic design services keeps you in front of customers and prospects regularly. You can also trust your Grow Sales advisors to give you straightforward assessments of your business. Contact us anytime to see how we can help you grow your business.

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