And you can quote me! Print 21 magazine article

Customer quotes are about more than just naming a price – they are also a great opportunity to turn a single sale into a lifelong customer. Our marketing expert, Jenny Clarke, outlines some tips on successful quoting – and best of all, they won't cost you a cent.

Do you break into a cold sweat when the word 'marketing' is thrown around at the management table? You've got the world's tightest budget, not enough money, too few staff and resources and you're too busy for that fancy, big budget marketing stuff anyway. Am I close?

What about spending no money to get more sales, have your current customers give you even more work and, better still, bring in new customers for you? Now do I have your attention?

You don't need a big budget to make a big impact. It's how big the idea is, not the budget, and it's often the 'little things' that can make the biggest difference. You don't need to be a marketing professional to deliver hard-hitting marketing. Every printing business, regardless of how small, can overcome the barriers to successful marketing simply by knowing the tips, hints and secrets. It's as simple as that.

A significant issue in the print game at the moment is customer service. Hate to say it, but it's called customer service for a reason and not sale service. The aim is to turn one sale into a lifetime customer. Superior customer service is not a luxury or value-add anymore, it's an expectation. So what can you do about it? The best place for 'hands on stuff' is at the start.

ESP doesn't work
Have you ever received a comprehensive quote request that will involve some time for the estimators to work on, for example three or four days? I think it's pretty safe to say that many customers don't know the work or the time involved. Tell them! Don't wait for them to chase you looking for their quote; respond to their original quote request with something along the lines of:

Thanks for your quote request XXXXX. This is just a quick email to let you know that we have your request and it is being worked on. This will take us a few days to prepare a thorough and competitive quote, so please allow us the time to get the best price (best quality/fastest turnaround or whatever it is that makes them purchase from you). If we have any questions regarding any of the specs, we'll be sure to contact you to clarify. Thank you.

I'd suggest your own words in your own style, but to that effect. Let them know that you have the email and that their request is important to you. This allows time to prepare a quote as they are now aware of the work involved. In addition, you've communicated to your customer that you want the best for them. Customers want to know that you have them in mind.

Shine with your specs
Many customers don't have a print background and will refer to some specifications 'creatively'. Are you confident that you know what 'that cut out thing in the middle' means? This is your opportunity to shine.

Don't 'guess' and prepare a quote, only to find out that your interpretation was different and you need to re-quote. Now there's one unhappy customer and an estimating department doubling up on work. Instead ring/email and just ask exactly what they mean. By asking a few simple questions, it will save everybody's time in the long run. Most customers will be grateful that you are confirming and you can get it sorted. Seems so simple, but we all sometimes get drawn into 'I know what they mean' excuses, especially when we are busy.

A quote is just not enough
The quote is what will make you or break you, and is your biggest opportunity to wow your customer. But a formal quote is only one half of the selling tool – you are the other half. Don't rely on specifications that many customers can't understand to get the job across the line. When you send the quote, sell it and promote it. For example:

Thank you for the opportunity to quote XXXX.

As you can see, we've negotiated an incredible price (stock/turnaround to deliver etc) on the 3K quantity, so they are only 30 cents per unit. I took the liberty of including the 5K quantity as another option as when this type of job has this amount of set-up, the economies start to really kick in at the 5K quantity, making that only 22 cents per unit.

During the quoting process I spoke to our head printer about the best way to quote for this job, so he's also aware of your job. We can get the job on the press whenever you give us the word, so please sign/approve and we'll get it going for you.

Please ring or email me if you need me to confirm any part of the quote or if you have any questions. Regards, XXXX

Yes, this style takes a few minutes longer than the 'get 'em out' approach, but taking five minutes to have a much better chance at actually getting the job is five minutes well invested. Remember:

* Thank your customer for the quote. Don't take it for granted in this market.
* Add value, not to mention a possible up-sell.
* When key staff are familiar with the possible work, it provides confidence and reassurance.
* Ask for the job! How many times have I received quotes and they have never even asked for the work.
* Show that you are approachable and care, not the 'just sign it and give me work' approach.

Marketing is more than just a pretty brochure to attract new customers. It starts at the floor and works it way up. Try incorporating some of these free 'marketing' focused approaches in your quoting phase. Remember though, different customers need different styles – there is no such thing as one size fits all.