Question

Topic: Advertising/PR

Alienating Other Businesses?

Posted by Anonymous on 1/12/2009 at 3:25 PM ET 50 Points
Hey, I'm the manager for a small printing company... In my immediate area, there are about 4 other printing companies, that up till now, our company has had very good relations with... To the extent of them even helping us out with things from time to time.
Because of low sales, right now, we're trying to become more proactive in our marketing and in getting new customers... and I'm cold-calling a lot of places that are in "other printer's territory".
Is there a way to do this so that it doesn't come off as an affront to the other companies?

I know the answer is worth more than 50 points, but I'm kinda running low right now... I appreciate any help!
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RESPONSES

  • Posted by CarolBlaha on 1/12/2009 at 4:04 PM Member
    You have a choice-- and this is what you say to other printers-- its a tough business economy and you have to make tough business decisions. If you want to make a concession, you can tell them you'll "try" to stay away from their known customers and not actively pursue those. Only if you want to limit yourself and feel its absolutely necessary. You aren't going to "quietly" get by these guys. Its a small world out there when you know your market.

    Are you sure you are marketing your own "territory" to its max?
  • Posted on 1/12/2009 at 4:49 PM Author
    @ Carol... The area that I'm in is a small town, and there's only so much business that I can draw from here... There are 2 big towns on either side of me, and I have to draw from those. It's inevitable.

    As far as telling the other printers that I'll try and stay away from their customers, honestly, I don't know who their customers are, and maybe it's good that I don't. It can always be said, "You know they're with us..." but honestly? I really don't. I'm just going to step out here and get whatever I can get.

    @ Andy, you're definitely right. They're probably NOT worrying about any relationship with me. As far as what I bring to the table that the competition doesn't... that's actually what I'm at the determining phase of. We're going through a major restructuring phase of this business, and I'm being put at the forefront, and I have to figure out how to make this work. And like you said, I have to be able to produce something to tell potential clients, "I know you're used to this... but if you go with me, I can do this and this and this AND this."
  • Posted by michael on 1/12/2009 at 5:00 PM Member
    If you're worried about points you can buy them.

    Make the calls. Of course you can always check with your family and ask if it's ok that you take care of your competition before them. I'm not cut-throat but you are responsible for you.

    You can always farm out excess business to the other ONE that will be left.

    Michael
  • Posted on 1/13/2009 at 8:07 AM Accepted
    Here is how I would suggest handling this issue - when you are in a competitive situation act like the obviously considerate person you are and don't say anything about those other companies that you would not say if they were in the room. There is no reason for you to have to fight with dirty tactics - if your pricing is good and your delivery is good and you can live up to the promises you make, then that's the strength of your offer. In a small town like yours it is likely to get back to those companies if you are bad-mouthing them and that is where the destruction will come from, not from fair business practices. If any of them resort to that kind of behavior you will also become known as the more classy outfit in town, which is always good for business.

    The other major concern that I have is that in a small market you will end up driving a price war that will not benefit any of you, and may end up making your product not profitable just to get the business away from others. Find a reason for customers to do business with you other than price - such as fast turnaround or next day delivery - to help avoid customers playing you and your competition against each other.

    Good luck.

    Claire
  • Posted on 1/13/2009 at 12:27 PM Author
    Thanks for all the help, guys.
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