I overheard a phone conversation this morning between Brian, the head of Websticker’s Sticker Design Department and a “reluctant” customer. I was amazed by the depth and length of the conversation regarding design options for her stickers. I decided to dig in a bit further and better analyze her history with us. Let’s call her Lee.
As it turns out most of the employees at Websticker had contact with Lee at one time or another. Lee was looking to buy various sized stickers for her construction company. The stickers needed to be of a high, long lasting quality to best represent her brand over the long-term.
After initial contact and some general questions at Websticker and forty or so different price quotes, the potential job got passed on to Brian for mock-ups. Brian cleaned up several versions of her logo, presented several iterations of 8 different sizes and styles, discussed the need/value of a different materials and color presentations and went over the best ways to save money while maximizing quality. Keep in mind that this was all before any order was confirmed, and while Lee also continued talking about a “better deal” at another sticker company.
Now, I could be upset about the time and effort going into one potential customer who doesn’t really “get it.” But, actually putting in this time, effort and education on every customer regardless of the size of job or understanding of the value actually exemplifies everything we stand for here at Websticker. This is what makes us different from other sticker designers & manufacturers – what some people might call our “unique selling proposition.” We just think of it as the only way our business can and should function.
Will Lee’s company definitely buy stickers from us? That is not yet confirmed (stay tuned). But regardless, I’m extremely proud of my staff and our culture of service. My expectation is that this investment in time, hand holding, design work, educating, exploration of options and pricing, etc. will lead to a customer for life. Websticker’s success is completely due to our repeat clients who know and trust us to design and produce the needed stickers at the best value. To me, there is no better marketing than offering exceptional service and a better than expected product.
There is absolutely no doubt that there are always cheaper sticker options. The key word is “cheaper”. No focus on design, service, marketing, best options, quality… no focus on value. The difficult part is having potential customers see and understand that value. Really the only way is through what may be perceived as “wasting time” to some – to us it is the culture, marketing and education needed to earn customers for life.