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Selling the Digital Label Solution – not just the price!!
Selling the Digital Label Solution – not just the price!!
In my younger years I attended many sales courses, but got very little out of them. In the main this was because all of the speakers based their program around selling a product’s features and benefits.
berkshire,
wokingham,
United Kingdom
(prbd.net)
28/12/2011
My problem was I sold self adhesive labels - a piece of sticky paper with some print. With several hundred companies offering the same products of the same quality, and offering the same levels of service and lead time, the only way you could differentiate was the price.
The advent of the world wide web didn’t help, as it was now far easier for customers to invite new suitors to offer their quotations. The net result was that margins became eroded as competitors chipped away and internet auctions became commonplace. However saying to your clients ‘sorry, that is the price, we believe it’s a good price and we won’t go any lower’ is easier said than done.
A couple of months ago, Labelsprint successfully tendered for and won a major contract. It was a big job for a high street chain, over hundreds of different sorts and was worth in excess of six figures. However the best thing about this job….? It was won by submitting higher prices than the client was currently paying.
Therein lies the true power of digital labeling…….the ability to sell a solution rather than just a label.
The price of a product’s packaging is always going to be critical, however by working with a digital label printer businesses can both add value both to their product, as well as undertaking marketing activities that hitherto were not viable.
There are two case studies to illustrate these points.
The first goes back to the contract I touched on above. When the tender went out it was for a like for like supply, that were hundreds of sorts of labels to go into stores on printed promotional materials. The labels had to be printed with the individual stores address and contact details but were currently just printed in black, which had the effect of cheapening their expensive brochures. When reviewing the tender, Labelsprint decided to take a different tack and proposed a full colour digital solution. We offered that the store labels could be printed with the branch information, but with a photo of the shopfront and even of the staff. The client loved this, taking this a step further and including the contact number and mobile of the staff member – so they could actually do away with business cards! We also pushed the marketing power of this, suggesting the label designs could be changed seasonally or by a branch’s demographic. Working closely with their designers, these are produced for the relevant shops on a weekly basis.
Although our proposal was more expensive than others that had been submitted, ours won hands down because we could offer something different, something that transcended the cost.
The second example is a chemical manufacturer that sold their products through a network of online and trade retail resellers. This client was experiencing difficulties in growing their market share because, whilst the product was good, their labeling was formulaic and the marketing message was lost on the shelves of similar looking product. The other issue was that the resellers added a secondary label with their own contact details, which more often than not was a cheap address label printed in black.
Labelsprint offered a different angle. We offered a personalised service, digitally printing the labels in full colour to supermarket quality label. Each reseller could have their details displayed prominently with the designs tweaked to their own tastes. The could also offer a bigger range of products as the flexibility of digital meant there were no minimum order quantities.
The unit cost of the labels was double what the client was paying, but their bold move paid dividends. Within 9 months their sales had grown by over 35%, and they put this solely down to the labeling of their range.
The label is the first thing that clients look at on a product. Harness the full power and flexibility of digital and push your marketing message.
Digital labels from Labelsprint - not just about the cost. Web: http://www.labelsprint.com/
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