July '20

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5 0 G R A P H I C S P R O J U L Y 2 0 2 0 G R A P H I C S - P R O. C O M I suspect that every graphics shop, large or small, isn't satisfied with the business they have on the books. Everyone is always looking for new business and hoping it will be as profitable as their best accounts. You want new business that is both profitable and adaptable to your present operation so you can use the same equipment and combine it with the same business you have today. When you are looking for new accounts, look for business that is as good as your best business or better. WHERE AND HOW TO LOOK FOR NEW BUSINESS The where and how might be in the same place. Many times, we make locat- ing business hard when it can often be right where we are. By this I mean that if we do business with a group of any kind and they have shown us that their business is sound and profitable, then it might be a good place to start developing additional business. I believe we have four walls, and what we make within them doesn't neces- sarily make any difference as long as we are serving our clientele and growing our business for success. Remember: if we are not growing, we are dying. This is true in our business and in our personal lives. We are in the people business. Our objective is to serve the buyer better than they can be served anywhere else for a fair market price yet maintain a fair profit for our efforts and the means to keep growing our business. This is called building our busi- ness; what we offer is what attracts and keeps buyers coming back. Whatever your niche in business becomes, it is up to you and your team to be constantly searching for ways and products that satisfy the wants and needs of those you serve. The relationship is a constant search of having the right combination of people, products, and services that are delivered on time, ev- ery time without stress to the buyer or our operation when possible. The buyers of our products want them delivered without any aggravation or strife. The buying experience must be the greatest value in the marketplace. MAKE A LIVING AND MONEY Most of us are so busy making a living that we don't have the time, or we don't take the time, to make the money we are entitled to. We are constantly searching for what we don't have, but think about what we want. The most important asset your business has is your existing clients, and how you take care of them is what determines the scope of your success. Business is not rocket science, but it isn't necessarily a walk in the park. Success in business is a long haul and is not necessarily doing the right thing (because there are many ways to do the right thing), but choosing the right way to do the right thing. Once you master this segment of the way you observe your business daily, you will start looking at a prospect as an opportunity to solve someone's needs who can also solve your wants and needs. Solve someone else's problem and you are on your way to solving your problems. I suggest that you search for new business by focusing your efforts on cus- tomers whose needs might parallel the businesses you now serve. This allows you to offer a product line that you are already familiar with and you won't have to completely reinvent the wheel. People Buy from People: Looking for New Business B Y S T E P H E N L . C A P P E R , C R M

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