Have you ever heard of the company Deluxe? Deluxe is one of those huge companies that operate mostly under the radar. And what they do is they print business forms, checks, letterheads, and business cards. All those printed things you need in your business but you never really think about…
Until one day, you realize, ‘Gee, I should probably get some letterheads and business cards done…’ and you start shopping around for the best price. Now, if you have a business and compete on price… that’s the worst position. There’s always somebody out there that goes lower than you. So what does Deluxe do? How do they manage to stay in business, be profitable and grow?
You want to create that baseline for a progressive relationship with your prospects up front… So that when the time comes, and they’re ready to buy.
Wait till you hear this because it’s actually kind of brilliant. And it’s a great example of how thinking upstream and creating a baseline for a relationship kills all competition. You see, one of the things Deluxe also does is logo design. And they use THAT to attract new clients. Clever, huh?
Think about it: What better way to attract new business owners than to be the one helping them design their logo? I mean, that’s the genesis of it all, right? Everything starts with a new logo because, guess what, the very next thing they’re going to need is new letterheads and checks and business cards, and all that other print stuff… Who are they going to turn to for that? That’s right, Deluxe.
And you know why?
Because among all those other printers out there shouting and offering lower prices… Deluxe is the only one that already has a relationship with that prospect. Deluxe is the one they already know, like and trust. And that’s the ultimate position you want to be in. You want to create that baseline for a progressive relationship with your prospects up front… So that when the time comes, and they’re ready to buy…
You’re the only obvious choice.
head on to the podcast for more insights.