Note: This is Part 5 of a 9-Part series based on the book “Business Transformation: A New Path to Profit for the Printing Industry”
When you take the plunge into transforming your business, you owe it to yourself to give it your all. The transformation to a marketing services provider is not always easy. There have been a lot of printers who have started going down the path, but then changed course when things did not go as smoothly as they may have hoped.
In chapter 5 of my book, Business Transformation: A New Path to Profit for the Printing Industry, I have outlined five simple steps to help you successfully make the transformation into a marketing services provider.
1. Stay well-read and educated.
There is a lot of material out there. New technologies are constantly being rolled out. The world of marketing is being changed every day by mobile platforms, social networks, and more — look at how quickly the tablet is changing our daily activities! While you may not feel that easy an every new technology will have an impact on your business, it is worth it to at least have a handle on these things. For example, your customers will perhaps think of you as more than a printer when they start discussing those channels and technologies with you. Being able to have a knowledgeable conversation across a variety of marketing and technology topics with your customers will bring benefits.
2. Be forward-thinking.
It’s one thing to read about the latest trends. It’s another to apply what you learn. We should all constantly be thinking about how we can incorporate your new findings into our business. When consuming new information, aggressively take notes. Mark down what you think is interesting or potentially useful. Mark down topics that you do not understand! Having an open mind can lead to the spark of innovation that will lead your company to greater success.
3. Be aggressive.
Once you have made the transformation, your natural ambition has to take over. Always be actively thinking about how you can further your business. Constantly find ways to attract new clients. Be determined to continually find new ways to impress customers with your service. By getting your entire staff on board with putting in the work, the transformation will certainly go a lot smoother.
4. Be prepared.
I mention in the book that “you need to prepare for the day when you truly become a one-stop marketing services shop.” In order for this to happen, you need to be prepared. As time goes on, you will need to offer more services. You cannot exist on providing personalized URLs alone or QR Codes for that matter. In a sense, you are preparing for a necessary expansion.
5. “Walk the talk.”
You will need to certainly be willing to bring your very best Sales skills to get clients on board with your new venture. Promising quality service and helpful products is part of the game, but you need to make sure that your service and products really are as good as you say. Also, you should be able to prove that the marketing channels you are selling have worked for you and your company. Not only will that help you to sell your expanded services, but it should also make it easier for your staff to implement them for clients.
Next week, we will be examining how to promote the heck out of your new business.