Consejos para utilizar las soluciones Web-to-Print de Pressero para vender más

Las respuestas a las siguientes preguntas pueden hacer que su empresa de servicios de impresión destaque entre las demás, ayudarle a conseguir nuevas ventas y ofrecer un servicio de atención al cliente que supere a la competencia.

  • ¿Cómo puede utilizarse la tecnología Web2Print como ventaja de venta?
  • ¿Cuáles son las ventajas de los escaparates Web-To-Print para sus clientes?
  • What's the best way to discuss W2P solutions with customers and prospects?

Primera parte: Cómo los elementos diferenciadores del servicio al cliente impulsan las ventas

Se trata de una serie de tres partes.

No One's Asking For It

Don't expect your customers to ask for Web-To-Print by name. Though a few of your customers may already understand how Web-To-Print benefits them, many others do not. The W2P concept may be new to them and so holds no meaning. Those will likely be the ones who "are not asking for it", because they simply don't know it exists nor how it helps them. This represents a great sales opportunity and selling advantage for you. It's very likely that before the drive-through window was invented in the 1930's, customer's were not asking for one!

La publicidad de una función sólo funciona si todo el mundo conoce sus ventajas

How do you talk about and promote your Web-To-Print capabilities to customers? Saying "I have a website" for example or "I have Web-To-Print" is not enough. Most don't yet understand how that will benefit them. In contrast, most everyone now knows what a drive-through refers to and they already understand the benefits: convenient, fast service without having to leave the comfort of your car. No need to miss your favorite song playing on the radio, or get out in the sweltering heat, drenching rain, or bitter cold. Customers expect a drive-through at a fast-food restaurant and often prefer it. As a result, most if not all fast food restaurants today have a drive-through window (or several). How do you get Web2Print understood the same way?

Destaque las ventajas, no las características

El drive-though era una mejora tecnológica que los restaurantes utilizaban para superar a la competencia. Los carteles y la publicidad se centraban en sus ventajas e incluían imágenes de una familia feliz y sonriente sentada en un coche mientras le servían la comida a través de una ventana abierta del restaurante. La ilustración sugería rapidez, facilidad y felicidad. La competencia de los autoservicios se multiplicó y se extendió a bancos, farmacias y tintorerías. A los clientes no les importaban los aspectos técnicos de las ventanillas de autoservicio, ni cuánto costaban, ni el aumento de las ventas del negocio que las instalaba. Lo único que les importaba eran las ventajas para ellos. Una vez que los clientes comprobaron que esta nueva función les facilitaba la vida, ya no hubo vuelta atrás.

Web-To-Print, la ventaja competitiva

Today, bank drive-through window service has largely been replaced by Automatic Teller Machines (ATM's) because of the 24x7 convenience of ATM's (and the efficiency improvements and lower costs for the bank). After ATM's were invented and customers understood how they benefited, any bank without an ATM network was at a severe competitive disadvantage. You probably see where this is going regarding the potential speed and convenience benefits that your Pressero Web-To-Print storefronts represent to customers and prospects.

Impresión en autoservicio

Think of your Pressero W2P e-commerce capabilities (B2B Customer Storefront, B2C Retail Storefront, etc.) as your Internet-based "drive-through printing window" or "printing ATM" in terms of speed and convenience. In advertising and sales calls, focus on the benefits to your customers. Answer their unasked question, "What's in it for me?" Remember, they probably don't want to hear how it makes your business more efficient and more profitable. Talking about how the automated workflow saves you time and money may not hold much interest. Instead, explain how the Web2Print software benefits them, how it makes their life easier or better.

Comparte tu consejo

We'd love to hear how you have used Web-to-Print to land a new account, keep one from leaving, reduce expenses, or increase productivity.

Next Issue: Part Two - The 3 Do's & Don'ts, a W2P Benefits List

Lucía Blanco