Seth Godin is often quoted as saying, “The reason it seems that price is all your customers care about is that you haven’t given them anything elseto care about.” In the mailing business, where the product (putting items in the mail) is much the same regardless of who does it, that statement rings true for companies that find themselves frequently competing on price.
Unless you are taking steps to build a brand that highlights the benefits of doing business with you, customers may be inclined to save a little money by taking their business elsewhere. Differentiating your business from the competition without cutting prices is worth the effort.
Make It Easy for Customers
Differentiating factors don’t always show up as invoice line items. They can be tangible, like thank-you notes, taking customers out to lunch a couple of times a year, or validating parking for customers. Factors can also be intangible, such as following environmentally conscious business practices or a track record of getting jobs out on time, every time, no matter what.
Customers don’t really shop at every print/mail company to check prices. They may do some of that, but eventually they decide to go with a company that, all else being equal, offers reasonable prices and seems trustworthy. Your goal is to be sure that customers do not see you as an equal, but as a company that offers something extra, making you more attractive and memorable.
You can position your company above the rest in the minds of customers and prospects by establishing a strong brand, exhibiting operational excellence, delivering exceptional customer experiences, or by offering something unique.
Company Branding
Make sure you are consistent in your use of logos, colors, and fonts so your brand is recognizable everywhere it appears. Create useful, branded content in print or digital channels, such as a graphic that educates customers on best practices for mailpiece design or a breakdown of upcoming postal promotions.
Establish your company as an authority on mail and marketing trends, postal regulations, and industry knowledge. Very few mail services companies actually do this (perhaps believing that they sell a commodity and it doesn't really matter). Publish some white papers, guides, or other informational content. Get your customers and prospects to associate your brand with enhanced value. If you serve a particular industry, show up at conferences or shows your clients and prospects attend. Participate on panels or be an exhibitor.
Customers should identify your brand as a knowledgeable resource that they respect.
Operational Excellence
Communicate the investments and upgrades your company has made in its mailing equipment and software. Use video taken at your facility to show your mail operation in action. Explain how you have shortened turnaround times and improved accuracy. Use customer testimonials or case studies to validate your claims.
Emphasize the tracking and quality control procedures you use in your operation to maintain transparency and accountability. Consider actively sending customers a recap of the mail you processed or giving customers access to detailed reports or item-level tracking history. Consistently remind customers of the measures you take to earn their trust and how you save them money by eliminating duplicates, householding, or taking advantage of workshare postage discounts.
Customer Experience
Mail service providers can focus on communication, personalized service, convenience, and technology-driven enhancements that benefit clients and support a positive customer experience with every job.
Customize customer communications to address specific client needs or milestones such as business anniversaries or campaign launches. Furnish clients with real-time updates on information such as job status or predicted in-home dates.
Deploy digital portals, mobile apps, or other self-service features that remove friction and allow customers to interact with your company as they prefer. Add recipient-centered processes like online proofing, notifications, or data dashboards. These operational details reinforce careful attention and differentiate your service quality.
Use loyalty programs, milestone rewards, periodic thank-you notes, or small gifts to show your appreciation for your customers and deepen the relationships.
Unique Offerings
Being truly unique in the mailing business is a tall order. However, your company can stand out from the crowd by specializing in a market niche. Perhaps your company has expertise in supporting hospitals, credit unions, telecom companies, fundraising organizations, or food service. Develop an onboarding and workflow strategy that meets the needs of customers of a specific type and then repeat them over and over.
You might also distinguish your company by being experts in a certain kind of mail. You may specialize on dimensional mailers, augmented reality, or secure and regulated documents like doctor bills or bank statements, for example.
Don't Make the Bottom Line the Bottom Line
If your customers see you as simply one of many mail services companies that can handle their mailing needs, you’ll always be exposed to the risk of losing them to a lower-priced competitor. You can’t count on customer loyalty to just happen on its own. Without a strategy for adding value and communicating the benefits of working together, an event, such as a customer’s leadership change, over which you have no control can put an account in jeopardy.
Price your services fairly, of course, but give your customers reasons to love your organization. Keep them on board and referring you to people they know. A little effort applied consistently allows your company to be perceived as different from all the rest.
Mike Porter at Print/Mail Consultants creates content that helps mail service providers and other companies in the document industry attract and retain customers through content marketing. Learn more about his services at www.pmccontentservices.com. Follow @PMCmike on X, or send him a connection request on LinkedIn.
