Published Articles

Your Stealth Customer Attrition

Published Articles
Published in

IPA Bulletin

on July/August 2007

Buyers are expected to manage more, faster, and with increasing complexity. 
Wrong purchasing decisions, such as a change in suppliers, 
have disproportionate penalty costs.

In this article we reveal evidence of a market condition and trend we repeatedly gather information to support. That said, we also repeatedly experience that the organization capable and willing to act on the evidence is rare.

»Read more

Your Customer's Marketing Campaign

Published Articles
Published in

IPA Bulletin

on May/June 2007

Customers Need Support from Suppliers

The golden rule for becoming an effective part of your customer's marketing plans: Treat their resources and time the way you want your resources and time to be treated.

Historically, my biases included that most supplies do not know their target customer's business model. By business model, I mean issues relating to performance objectives and priorities; sources of pain; culture and values; and ambitions. However, that condition is changing as:

  • Customers' senior managements are becoming more demanding of preferred suppliers, and
  • Enlightened suppliers' senior managements understand they must be proactive with target customers.
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The RFI/RFP Process

Published Articles
Published in

IPA Bulletin

on March/April 2007

Opportunities for Those Who Are Prepared

You can be assured that failure to "professionally respond" to either an RFI or an RFP moves your organization to the back burner of potential suppliers to the buyer organization - possibly for years to come.

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Improved Customer Communications

Published Articles
Published in

IPA Bulletin

on January/February 2007

Only organizations that integrate customer feedback and provide customers with systematic, 
useful information can expect to remain in business.

All organizations have challenges with customer communications. And it's those who aren't working to impove the customer communications - as an organization - that should be worried.

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The Price Is Right!

Published Articles
Published in

IPA

on November/December 2006

Creating Perceived Value

Is price important? Of course it is. However, performance and contributions toward the economic and professional performance of the buyer and buyer's organization in today's competitive environment are more important.
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Integrated Marketing

Published Articles
Published in

IPA

on September/October 2006

An integrated marketing approach should feed differentiation and future performance.

There are certain questions that, generally speaking, should not be answered — at least not immediately. Or, if an answer is required or expected, the answer should be, “It depends.”

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Market Differentiation: The Deciding Factor

Published Articles
Published in

IPA Bulletin

on July/August 2006

The challenge for organizations is to apply competencies on a customized individual basis with each customer. That's why they come to you and that's what's expected.

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Developing a Customer-Centric Graphic Arts Organization

Published Articles
Published in

IPA Bulletin

on May/June 2006

Our mission is to spoil our customers so much they would never want to leave, and no one else would ever want them.

-As reported from a chain of reprographic stores in Southern California.

Relentless information gathering. Clarity of purpose. Clarity of communications. And setting the example. As leaders in our organizations, we may privately say to ourselves that the customer can't always be right, but the facts are the customer is still the customer. It's customers we are in business to serve — beyond their expectations. And it's customers who ultimately determine who is allowed to stay in business — and prosper.

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A Guide for New Buyers: Getting Buyers Up to Speed

Published Articles
Published in

IPA Bulletin

on March/April 2006

"Whenever an individual or business decides that success has been attained (or what they're doing is good enough) progress stops."

Thomas Watson, Jr., IBM, Investors Business Daily, March 13, 2006

In February at the Sawgrass-Marriott, Chadwick Consulting sponsored a Business Development Conference. Attendees included an organization that is evolving from a traditional prepress service bureau. A member of his organization made a stunning presentation about a New Buyer's Guide. (Attendee presentations of exceptional practices and models with customers are the core format of our conferences.)

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Supporting Trusting Customer Relationships

Published Articles
Published in

IPA Bulletin

on January/February 2006

When buyers place their most treasured digital assets with a supplier, they, in effect, have invited that supplier to move "next to their heartbeat."

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