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As with many businesses in this high-tech society, the printing industry is continually seeking to create products and services to attract and maintain loyal customers. One of the most prevalent ways to add value is through customized business forms. Companies like Deluxe Corp. Small Business Services, Shoreview, Minn., believe it's vital to provide comprehensive products for small businesses. The most effective way to add value is personalization.
"We try to work with customers to personalize their forms," said Jackie Simmones, manager of business products at Deluxe. "It really adds value when you get their image on it. Probably the most important thing to have is their phone number and Web site. The Web site is crucial."
Scott Russell, co-owner of Fast Forms, a division of J&S Business Products, Shirley, Mass., concurs, adding a company's individualized information will "portray a more professional image for the company."
Cliff Krauter, director of marketing and IT at The Marsid-M&M Group, New York, feels targeting the right customers and developing a niche must be a primary focus. "Target is a difficult word to use when you're dealing with printing. What we've been doing is niche marketing to places such as churches and not-for-profits. It makes them feel special because the work is customized and tailored to them."
One peril of offering personalized business forms is determining what types of forms the customers might want or need. The customers themselves seem to dictate what a printing company will offer. The problem is that many customers, especially in start-ups, don't know what they want or need. That's where the expertise of the printer or CSR comes into play. For those who do know what they need, the choices are still vast.
All Shapes and Sizes
Seduced by one-size-fits-all software, many businesses choose to print their own forms. It can't be disputed that tracking and invoicing via electronic means can be a godsend. These systems often work well for those who only need a handful of forms to keep the business running. However, if customers calculate the cost on batches over 100, they will see that those types of forms will break the bank in the end. The best bet is still to go to the local print shop. On top of cost savings, there is something to be said for the flexibility and quality of a preprinted form.
The types of forms vary wildly, determined by the type of business or industry. Many would be surprised to learn that there are some companies that still use dot matrix forms.
Deluxe developed a niche in another non-high-tech area. "The bulk of our business is manual forms," says Ms. Simmones. "They're our biggest seller, and almost all are personalized." She notes that many forms must be manual, especially for the service industry, which takes them into the field.
Service With a Smile
Regardless of the type of form, the basic philosophy holds true—personalized business forms need personalized service. Every company handles their customers in their own way. A good printer can make an educated guess, and even predict, what products a customer needs. It only takes a few pertinent questions and knowledge of what forms that specific industry uses.
Although conglomerates outweigh the little guys, small companies tend to be the crux of custom forms. And those small businesses may not know what they need. To combat this issue, there are companies that also offer business development programs to help not just with forms, but with advice on how to start the company out right.
Deluxe is one of the companies that offers a program for start-up businesses that have not had previous experience with printing. Customers are offered advice on the most economical way to buy printing, assuring the client that short runs are affordable.
"We work a lot with little businesses," states Ms. Simmones. "These are the people who don't want five years worth of forms."
By the same token, Marsid-M&M Group offers assistance via its Web site. With a guaranteed response time of 15 minutes for quotes, and a live chat option, Marsid-M&M Group can assist customers with their needs immediately and without the hassle of driving across town.
While cost will always be an issue, and sometimes the only issue, it will always be the service that finally wins the long-term business. Mr. Krauter believes that service will always trump cost. "Printing is such a personal thing. But it's not just about price, it's about the service. Service is key."
Ms. Simmones sums it up best. "We're just trying to make ourselves valuable by helping people."
Pamela Mortimer, a freelance writer, is the general manager of a commercial print firm.
author: By Pamela Mortimer