Marketing Your Printing Company Via the Elevator Speech
Website? Check. Website tuned? Check. Rent due? Check. Business rushing through the door? Um… not so much…
Unfortunately, “build it and they will come” only works for baseball movies. When it comes to business, it takes a lot more than a field of dreams to succeed. The truth is that when you’re in business, you’re in sales. And when you’re in sales, that means at least one very imporant skill in need of mastering: developing your elevator speech. This applies to all business, including a printing company.
You’ve got to get out there and pound the pavement, and the phone lines, and the emails, and the social networking sites. You’ve got to let everyone know you’re in business, what you do, how you do it, and, how you do it better than anyone else.
This is what you absolutely, positively, must do: You’ve got to come with an ‘elevator speech’. I.e., if you were on an elevator with a complete stranger and you had to sell them on your company before they got off, what would you say?
That’s what you have to come up with, like it or not.
Your elevator speech should contain something called your ‘unique selling proposition’, your ‘USP’, as well. Working on this will help you refine your elevator speech. You must ask yourself, “What am I doing that distinguishes me from the competition?” “How am I better?” Whatever it is, make it your USP. If you can’t come up with a USP, then you’re just like everyone else.
And that’s not good.
With a printing company it could be…”24 Hour Turnaround Times Guaranteed”…”Free Typesetting”…This will help you define yourself, and put you in better position to succeed. It will help you define the goals of your company, something that every employee should know about and strive to meet.
It should become you, and BE your company.