By Sid Chadwick, Chadwick Consulting, Inc. – 09/25/2020
Published in American Printer

The purpose of a business is to create and serve customers…”…………………Peter Drucker, Writer, Professor, Consultant.

INTRODUCTION:

About two years ago, I wrote our client — in their Customer Survey Summary Report, that the significant number of requests for — Storage & Fulfillment — was a ‘gateway’ to gaining significant additional business (including Print) – over time – from those customers.

That capability… would also allow them to noticeably – improve their margins. At the time of that Summary Report, they said, “Not interested if we aren’t producing more print”.

In a high-end assignment over a decade earlier, with the most profitable large printer in our industry, I came to understand why my client at that time — was the most profitable large printer in our great industry. As they developed opportunities for RFP’s, they had come to recognize that: “Take the print at whatever price is required — we’ll make it back 4-5X over — on the customer’s Storage & Fulfillment pricing”.

And they did. ….(Of course, RR Donnelly eventually bought them. And then, as only RRD can do — they tore that company apart — so it would look like RRD.)

Last week, one of that client’s senior management (the one we wrote the Customer Survey Summary Report for) — shared that they were changing course — as one of their “new senior management”…had uncovered that they would have better long-term revenues — and margins — if they focused on maximizing their Storage & Fulfillment — as many of their desired customers wanted to cut (a) operating costs, and (b) payroll — and moving Storage & Fulfillment to an outside trusted supplier — seemed prudent — to accomplish both objectives.

SUMMARY:

Peter Drucker…. had it right from the beginning….. “A company’s purpose is to create and serve customers”……and it’s what customers say and believe….is what value is…..not whether or not a press is required to print.

Target your customersWhen we bring forward services that make us important to our target customer, doesn’t that performance provide us with opportunities… to do more — for them…?

As a side note, that client confessed to me that in our Customer Survey results — we had generated over $500,000 in additional business opportunities for them…that they did not previously know existed….at current customers………. identified by customer.

While that Survey Report information from us I considered invaluable…that’s when the hard work begins….someone has to follow-up…with integrity… on those opportunities.

And as one CEO popped-off to me recently, “I know you’ll deliver what you say you can do with a Customer Survey for us….but then I also know…I’ll have to be the one to follow-up and get that business….!”

Customers in all directions… are screaming in pain…for assistance….Do we hear them…do we know their sources of pain…their needs….their ambitions…..?

Marketers I know…with Printing Companies…. are rising to the challenge…..everyday….!

“Lord….grant that I may always desire more than I can accomplish.” ….….Michelangelo

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