Impressions - January 2016 - 52

of business or area of interest, take advantage
by actually responding to it rather than simply
adding it to your marketing list.
If the initial inquiry is through an online
form or email, the automated response will be
generalized. The most typical question customers ask is, "How much will this cost?" For an
email inquiry, the all-purpose - and necessary
- response is something along the lines of:
"I would be pleased to give you a quote, but I
need more information. If you could take a few
minutes to answer the following questions or
give me a call, I can let you know the price."
Your response should include a list of questions concerning the type, color and garment
sizes to be printed; the type of artwork and
number of colors; quantity; etc. Ask all the
necessary questions so you can tell the customer how much the job will cost and how
long it will take.
These questions should elicit the same information as an online designer, form or quoting
tool, and you can include a link to an online
alternative as an option. Also, remember these
questions when discussing job particulars with
the customer by phone.
DON'T WAIT...EDUCATE
A QUICK ONLINE tutorial that shows
how to use your company's technology
can lessen the reservations of customers who are hesitant to try it. It has to be
easy and you must be available to answer
questions, but it's a good way to get them
to take the first step.
Education can play a major role in building
trust and adding value to your customer relationships. It can differentiate your company
and give it an edge. With a growing number
of companies in our industry that are more
production-oriented than software-savvy,
showing customers how to leverage the best
of both worlds can yield big dividends.
For example, set up a web store that
showcases examples of your work. Include
descriptions of services you provide, such as
inventory management and fulfillment. Let
customers know you offer 24-hour ordering
and faster online turnaround.
Today's technology also enables you to promote trust by accentuating your company's
strengths and capabilities, like using premium
products, providing super-soft prints, being
green and supporting the community. Customers won't know about these things unless
you tell them.
Videos and photos are great ways to market
your company, what it does and how it does
it. If you have an online designer, or a way of
doing e-commerce or addressing a problem,
post a video about it on your website. Boost
your company's credibility and create trust by
quickly and efficiently delivering the message
P.52

TALKING ON THE PHONE
You will capture more sales if you take five minutes to
call a new lead to establish a personal connection.

AUTOMATED EMAIL RESPONSE
An automated email response to queries
assures prospects that they will hear back from
your company within 24 hours.

ART APPROVAL
Even during a phone conversation, you can create a
design and have a proof ready to send after hanging up.

ORDER STATUS
Setting up a way for customers to check on a job's
status is another confidence booster.

WEBSITE EXAMPLE
A professional website inspires
consumer confidence and trust.

INFOGRAPHIC
An infographic can be a photo, graph, diagram
or similar illustration that tells a story quickly,
concisely and in an entertaining fashion.

I M P R E S S I O N S M A G . C O M January 2016

that you're offering a solution, not just a product.
An infographic is another great way to
educate customers. It shows them what your
company does and why it's the best place to
go - all in a single image that can be viewed
on any platform. Unlike a video, it allows customers to take as long as they want to process
the information.
CONFIRM & NOTIFY
AF TER THE ORDER is received, it should
be confirmed. Typically, the online design
program will generate a confirmation email
that acknowledges receipt, summarizes its
details, and provide an opportunity for the
customer to review and approve it. This
also is a way to reach out to the customer
and clarify any issues. Also, provide an
estimated shipping date.
The order confirmation is important because
it makes people feel comfortable. Our industry
is different compared to, say, Amazon, because
it involves more than putting the order in a
box and shipping it. Assuring the customer
that his job is on track gives him confidence
that he is being taken care of.
It's always smart to update your customers on the status of their orders, another area
that can be automated using online design
or e-commerce systems. At the minimum,
you should have an order confirmation and
a notification that an order has been shipped
that includes a tracking number.
Although it marks the completion of a job,
the shipping confirmation you send also is yet
another opportunity to pave the way for future sales. Invite customers to go online and
share their experiences. You can encourage
this by offering to send a voucher good on
the next order.
If you don't hear from a customer but know
he has good things to say, follow up with a
phone call. It's important to have a way to
gather positive feedback, especially online
where other customers can see it.
Making it easy for customers to communicate with you is critical for marketing, and
for establishing and supporting trust. Letting customers know what to expect is key to
avoiding misunderstandings when integrating
technology into your business.
In an online context, this means providing information about the process, prices,
turnaround time, and terms and conditions.
Standardizing your process and business
practices, and educating your customers, will
earn their trust and add the value that will
make your business stand out from others
marketing apparel with online technology. ª
Luke Ryerkerk does business development for InkSoft. He also is co-owner of Rhaise, Phoenix. You can
contact Luke at luke@inksoft.com.

http://www.IMPRESSIONSMAG.COM

Impressions - January 2016

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