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Finding the Value in 'Value Add'

(August 2007) posted on Mon Aug 06, 2007

Offer unique services that will benefit clients.

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By Marty McGhie

Instead of constantly battling through these issues, however, you could take a proactive approach to fixing the problem: Invite them to participate in a digital workshop or seminar hosted by the personnel in your digital department. This can be done on a more informal basis, one-on-one, or you can host a classroom type setting where several of your important clients could be invited.

A few months ago, this approach helped our company through a difficult situation with one of our largest customers. This customer’s files continually came in way oversized, creating havoc in our digital department every time. Finally, we invited their lead designer to Salt Lake City for the day to discuss how we can provide better service and become more efficient in our processes.

It turned out to be a very productive day for both parties: He had a few requests for us to change some of our procedures to make things easier on their end, and we took advantage of the opportunity to educate him on how his files can be built to suit our production processes while maintaining the quality he is used to receiving from our shop. While the procedural accomplishments of this particular visit were very worthwhile, the best result was the opportunity to strengthen our ties with this client by providing him a value-added service. We now feel confident that his commitment to us as a vendor is as strong as any we have.

Find your unique selling points

Utilizing modern technology and software is another way to help cement those relationships with your clients. Nowadays, several software solutions exist that can provide your customers with instantaneous feedback on the status of their job. In the graphics world of quick turn times and critical deadlines, this type of value-added service can by very appealing to your clients. You can provide them with something as simple as e-mail updates of the job status, or you can utilize a more elaborate system combining on-line proofing with a browser-based interface that allows the client to log onto your system and track the status of a job throughout the shop. The system also can include electronic invoicing and may even utilize electronic payment capabilities.

Realistically, bringing this kind of technology in-house opens up many opportunities to provide your customers with unique services-services that your competitors may not be using. Let’s face it, several low-price leaders are out there, ready to take business away from your company. And, many of your competitors are willing to meet the demanding turn-time requests your client asks for, even if those requests may seem rather unreasonable.

Look at your business and identify the characteristics that create unique selling points to your customers. Then capitalize on those by implementing systems around them that will service your clients more effectively.

Fit your strengths

Time and time again, we all read surveys that tell us price is not the number-one criteria (or even number two or three) our customers use when making buying decisions. Yet, over and over we find ourselves focusing on price to get the job. Instead, get creative and find the value-added services that fit your strengths; in return, you'll undoubtedly receive an increase in customer loyalty and commitment.

Marty McGhie ( is VP finance/operations of Ferrari Color, a digital-imaging center with Salt Lake City, San Francisco, and Sacramento locations.