Why printing companies should think like restaurants

View this email in your browser Why printing companies should think like restaurants Is this what restaurant diners think about when they choose where to eat? Dear We all have a favorite restaurant - why do we frequent one restaurant vs. another?   Here are some wise words I share from my LinkedIn connection Stu Leventhal:   Why do we frequent one restaurant vs. another? I'll bet that it has nothing to do with their new 24" Griddle/Broiler, 2 Standard Oven - Garland - kicking out Six 33,000 BTU 's with cast iron cooking top. Or their Traulsen - UR48DT-14 Glass Door Spacesaver Refrigerator / Freezer with Full Length Solid Freezer Door - 3/4 Length Glass Refrigerator Door 2 Bottom Drawers - S/S Exterior and Interior and Self-Contained Refrigeration.   Do we as patrons really care?   No - we want interesting and consistent food / fair prices / warm ambiance / an attentive wait staff - and to be treated well all the time.   It has little to do with the iron in the kitchen.   Here’s what to do if you want a sales message that avoids the iron in the kitchen Discover a simple, three-step process to creating a successful sales message that makes buyers really care.  Check out  "How To Stop Print Buyers Choosing On Price". Remember, the premium version comes with a complete audio version that you can listen to in the car. Best wishes Matthew Parker Please share this e-mail with everyone whom you think may find this information useful - thank you. I purchased your “How to Stop Print Buyers Choosing on Price Book”.  I thought it was excellent.   I have begun to put together a sales and marketing plan based on the model in the book.  The message is starting to be heard.   Of all the points in the book, this one might be the most critical.  With regard to finding the pain points of the target customer, the pain may not deal with printing.  I really had never thought of it that way.  I don’t know this for a fact, but I think that is a huge shift from where the industry used to be.  Ironically, I went to meet a small publisher the day after I read the book and she made that exact point to me.  Her biggest pain point is data management.  She was happy with her printers, but I got a clear indication they were just printers.  They had done nothing to solve her pain or become “sticky”.   I did not pitch anything at the meeting, just asked and listened.  But I know exactly what solution I am going to offer her before I ever discuss printing their titles.   Thanks for the great information.  Best $59 I ever spent.   Mark Pitzele – Thomson Reuters