Log In | Become a Member | Contact Us


Market Intelligence for Printing and Publishing

Connect on Twitter | Facebook | LinkedIn

Featured:     Printing News Joins WhatTheyThink     Printing Forecast 2018     Production Inkjet     Installations and Placements Tracker

Herron Printing & Graphics Builds Customer Base with Loyal Customers

Published on March 23, 2012

Randy Herron of Herron Printing and Graphics talks about getting new customers in a touchy economy.

Hi, Randy Herron from Herron Printing and Graphics.  I just want to little bit talk about the economy the last couple years.  It’s sort of been a little up and down for us.  Sales were down.  In 2011, our sales actually went up, not very much but about 3 percent.  At the beginning of the year, we started kind of getting back to basic marketing 101 and sales 101 and go out and make some calls.  We’ve been doing postcard mailings again, some e-mail blasts and just asking for referrals.  I mean, we talk to our customers all the time and say is there somebody that you know that might benefit from what we do.  And it started to pay off.  I would say in July we picked up two really good accounts and those accounts, I think, is what sort of helped push us over the top and actually go profitable this year.  We’re looking forward to a good year this year. 

When we ask for a referral, we sort of try to go customers that we deal with a lot.  I mean, I firmly believe I try to treat other people the way that I want to be treated when I go somewhere, and we do that with our clients.  I mean, we hold their hands if they need to be handheld.  We make sure the job is right and delivered on time.  And I know a lot of people do that, but we try to become friends with them.  I mean, just there's that human element in there.  I think it’s harder to just leave and go somewhere else.  You know, we do have Web-to-print services and thing, but we still, we go see the clients.  We talk to them. 

Every Wednesday, I actually go out and see our top ten accounts.  I just get in the car and I drive to them.  I mean, I have two that are out of the area.  They’re in New York, but I can pick up the phone and call those two.  The rest of them that are in the D.C. market I just drive to and see.  And sometimes they’re busy and they can't see me.  Other times, I just pop in real quick and say hello, see if there's anything going on I can help them with.  But I just want them to know that I’m there for them no matter what goes on. 

And I ask for referrals.  I mean, I say, look, we’re trying to grow right now.  The economy’s been a little slower than it was and I want somebody else like you, somebody who’s a good account who wants somebody to be a partner with them and do their printing and stuff.  So we ask for the referral and we get them and it makes it a lot easier to get in to see somebody new if somebody’s said, look, I got this printer and we want you to meet them and all. 

One of the reasons why I like to ask for referrals, they tend to be better clients.  What I mean by that is once somebody has already told them that, “Look, I’ve been using these printers, this guy, for a while, they do a good job,” they’re sort of more open and receptive.  I mean, although they don't know you, it’s almost like they know you in a way.  Because, when you give a referral to somebody, you're sort of giving a piece of yourself saying that I trust these guys.  So they trust you right away and that really helps.  So a referral account is usually good because it’s not such a hard sale to get in.  

Another that we’ve done in the last, I’d say, about three years we’ve really started being active on our SEO and our pay-per-click.  We don't broad pay-per-click like most people that I’ve talked to do.  We pick one or two products at a time and that's all we go for.  Direct mail is one, because we do a lot of direct mail.  It’s a profitable business.  We enjoy it.  It’s easy to do.  So we go after it that way. 

One of our biggest accounts that we have now I picked up in July of last year and it was a result of them hitting our Web site.  They did $161,000 last year and it should be double it this year.  So that's really helped going forward, but it’s an important part of our marketing.  I mean, to me, we have the sales end of it, we have our direct mail and we have our pay-per-click, our Google SEO, that's all sort of as one.  So we have three channels and the referrals, four channels that we really go after trying to get new accounts.

         Email Icon Email    Reprint Icon Embed/Reprint

 

Post a Comment

To post a comment Log In or Become a Member, doing so is simple and free

 

 

Recent Videos

 

Video preview: The Success of Roll-Fed Inkjet and Importance of Finishing

The Success of Roll-Fed Inkjet and Importance of Finishing

Published: August 15, 2018

Mark Hunt, Director of Strategic Alliances for Standard Finishing Systems, discusses the reasons behind the surge of popularity in roll-fed inkjet, and the importance of finishing. He also discusses what to expect at Hunkeler Innovations Days 2019.

 

Video preview: Flexible Packaging Moves From Conventional to Digital

Flexible Packaging Moves From Conventional to Digital

Published: August 14, 2018

Karen English, Market Development Manager for Printpack, shares how this conventional flexible packaging converter has implemented digital printing for a hybrid manufacturing process.

 

Video preview: The Ups and Downs in the Future of Print

The Ups and Downs in the Future of Print

Published: August 13, 2018

Kip Cassino, Executive Vice President of Borrell Associates, discusses the cross-generational evolution of print: what's expected to grow and what's expected to decline in the coming years.

 

Video preview: Frank Looks Back at—and Ahead to—Printing News

Frank Looks Back at—and Ahead to—Printing News

Published: August 10, 2018

Frank traces the history of Printing News from its beginning in 1928, and its founder and editor, Leo Joachim. Few magazines have made it to 90 years and Frank is glad that the new relationship between WhatTheyThink and Printing News will see a printed magazine continue. Especially for the printing industry.

 

Video preview: Snail Mail Shouldn’t Be Stale Mail: Five Game-Changing Envelope Products

Snail Mail Shouldn’t Be Stale Mail: Five Game-Changing Envelope Products

Published: August 9, 2018

Trish features five different innovative envelope products that can increase your direct mail open rate. She’ll share and explain what makes each product engaging, and include useful links and information for further exploration.

 

Video preview: Dealing with Disruption

Dealing with Disruption

Published: August 9, 2018

Jay Samit, author of "Disrupt You!", and keynote speaker at last month's PRIMIR Insights Conference, talks about the importance of printing businesses' ability to adjust and respond to a changing industry, a changing print marketplace, and disruptions of the status quo.

 

View More Videos

 





Become a Member

Join the thousands of printing executives who are already part of the WhatTheyThink Community.

Copyright © 2018 WhatTheyThink. All Rights Reserved