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Melissa Copley
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Corporate Communications
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Printing Companies Find Profitability in Relationships
Long-term Customers Translate into More Profitable Business

MISSION VIEJO, Calif., January 10, 2005—As price pressures continue to erode profit margins, printing companies are looking for the most efficient strategy to sell more and maintain profitability. Although often overlooked, retaining current customers presents the best opportunity for sales growth.

“The best way to retain customers is to continue to show them value by offering them new products and services,” said Ron Zayas, partner and co-founder of 360 Business Consulting. “The more time you spend consulting with customers, the more opportunity you have to help them and offer other services—and that is what adds value and builds relationships.”

Replacing lost customers with new ones has been an accepted practice. However, it is far cheaper to keep a customer than to gain a new one. High customer retention rates consistently and positively correlate with high profits.

Building successful long-term customer relationships is about adding value—not slashing prices—a mistake printers make too often. According to a recent survey conducted by the Graphic Arts Information Network, 43% of printers had recently accepted jobs that were neither profitable, nor presented opportunity for future work.

“Consistently compromising profitability puts a printer on the fast-track to failure,” Zayas adds. “The opportunity is to follow up with underperforming accounts and turn them into life-long customers. Through consistent and regular marketing and sales efforts, you’ll keep customers for as long as you can and you’ll see the rewards on the bottom line.”

About 360 Business Consulting
360 Business Consulting helps printing companies identify opportunities to grow profitable sales from existing customers, and delivers successful implementation programs. Based in Mission Viejo, CA, the company specializes in helping printing companies increase sales and profits. 360 guarantees successful results and offers innovative pricing models to fit the budgets and resources of any business.

For more information, or to contact us, click here.