Wednesday, January 14, 2009
You are who you compete against.
Who your customers have you compete against not only tells you a great deal about how you are perceived by that individual print buyer, but by other prospective customers as well. What shared characteristics do you think caused the print buyer to group you with those specific printers? Was it equipment, services, capabilities? Are you competing against the printers you would have chosen had you been the print buyer? If not, why not? Finally, and most importantly, if you think the companies that print buyers associate you with to compete against are inappropriate, what are you actually going to do to correct the perception?