What Makes a Remarkable Folder Printing Company?

How Will You Be Remembered?

As a small business owner, it is crucial to not only understand what your customers want and need but also what drives them away. These will likely differ based on where they are in the buying cycle. Are they in research mode or are they ready to buy?

In addition, every market is a bit different. While it would be nice to make everyone happy, it is impossible to achieve and foolish to try. You need to find your unique voice and a way to stand out in an already crowded marketplace. Customers are looking for companies that understand their problems and have a reasonable and affordable solution.

As a customer, which factors carry the most weight when deciding on a folder printing company? You likely started your search with Google, Yahoo, or MSN. You probably typed in keyword phrases such as presentation folders, pocket folders, or custom folders. As you visited the websites that were displayed near the top of the search engine results pages (SERPs), you either spent some time browsing around or you hit the back button almost immediately. Eventually, you decided to make the tremendous leap of faith that is required to hand over your personal information and money.

What influenced you the most? What made you feel comfortable? What sent you running for the door?

• Price: My mantra is always "the cheaper the better", even if quality suffers and the customer service experience is horrendous. -OR- I would rather pay a little extra and have a great all around experience.
• Quality: A few dents, dings, cracks and scratches really provide necessary character. -OR- I expect everything to be in mint condition.
• Attention to Detail: I really love companies that are always looking for ways to cut corners. -OR- I want a company that watches out for my best interests, catches my mistakes, and informs me of ways I can save money.
• Turnaround Time: I will just be sittin' here on the porch, so whenever it arrives is fine with me. -OR- I am always running late, so I needed it yesterday.
• Shipping Rates: I never really noticed that they charge for shipping. -OR- Shipping just seems like wasted money to me, so I always try to avoid it if I can.
• Shipping Options: As long as it gets here, I don't care how. -OR- I hate UPS or FedEx or DHL or USPS and want to use something else.
• Established Company: If you are willing to sell it, I will buy it. -OR- I like a company that has been around for a long time because they will be there when I need them most.
• Generalist or Specialist: I like a company that is jack-of-all-trades and master of none. -OR- I prefer a company that is expert in my area of interest.
• 3rd Party Trust: The Better Business Bureau doesn't mean squat to me. -OR- I like a company that has been reviewed and accredited by third parties (BBB, Verisign, HackerSafe, Authorize.net) because I feel safer.
• Selection: I am bored, so I love spending days and nights browsing the endless selection of products. -OR- I prefer less choices so I am not so overwhelmed and confused.
• Customization Options: I will customize it myself with spilled coffee and greasy fingerprints. -OR- I want to customize to my exact specifications.
• Customer Service: I loved canned responses that have nothing to do with my questions and especially if I can't understand what they are saying. -OR- I prefer a personalized response that specifically addresses my questions and concerns.
• Website Style & Ease of Use: I am always up for a challenge, so I enjoy sites that look spammy and are impossible to use. -OR- I prefer sites that look professional and are easy to navigate.
• Website Security: I am about as worried of having my identity stolen as I am of having my kidneys stolen. -OR- I am scared to death that someone is going to steal my personal information and commit fraud against me.
• Educational Content: I am a member of Mensa, so there is nothing you can teach me that I don't already know. You are just trying to sell me something. -OR- I love free educational materials so I can make an informed decision.
• Customer Testimonials: I don't trust those customer testimonials, you probably made them all up anyhow. -OR- I love reading the experiences of previous customers.
• Famous Customers: Who cares if Google uses these widgets, the company probably gave them free stuff or paid them off. -OR- If it is good enough for Yahoo, it is good enough for me.
• Design Services: Nah, I was thinking of having my dog design it anyway. -OR- I can't even draw a stick man, so I need all the help I can get!
• Return Policy: I have money growing out of my ears, so I will just throw it in the garbage if it doesn't work for me. -OR- I am always worried about making a mistake, so I like the security of knowing I can get my money back.
• Price Match: I have a pot of gold in my backyard, so I don't even see price. -OR- I hate shopping around, so it makes me feel good to know I can get money back if I find it cheaper.
• Satisfaction Guarantee: I carry a lucky rabbit's foot in my pocket, so when I order I already know I will like it. -OR- I can't sleep at night knowing that I may have wasted my hard earned money.
• Low Price Guarantee: I don't believe them, I can probably find it cheaper if I look around enough. -OR- I love knowing I don't need to look around for a cheaper price.
• Professional Photographs: There were pictures on the web site? -OR- I like to have a really good idea of what I am going to get before I place my order.
• Flat Rate or Free Shipping: I just won the lottery, so shipping is not an issue for me. -OR- Money is tight and I can't stand wasting money on shipping.
• Free Gifts: I don't have any more room for free trinkets and other garbage. Just send me what I ordered. -OR- I love anything free!
• Discounts: No need, I am looking to burn some money. -OR- There is nothing quite as satisfying as a great deal.
• Easy Reorders: I got nothing better to do with my free time that play around with your website all day. -OR- I love a company who makes it super easy for me to place a second order.
• Toll-Free Number: I don't want to deal with any other people, that is why I shop on the internet in the first place. -OR- I only buy from other people, so I need to hear their voice before I will pull the trigger.
• Trade Credit: Huh? I don't want to swap credit cards with you. -OR- When I purchase in large quantities for our company, we prefer to get terms over maxing out our company credit cards.
• Word-of-Mouth: I don't really trust any of my friends and family, so why would I listen to what they have to say. -OR- Nothing beats hearing the experiences of those I trust.
• Special Offers: My inbox is not completely full yet, so go ahead and fill 'er up. -OR- It is hardly special if you send me an email every day of the week.
• Branding: I only buy from Amazon.com because everyone else buys from them. -OR- I buy from the place that I feel gives me the best chance of meeting my needs.

Paying close attention to how you feel while shopping will pay dividends as you try to make your potential customers feel at ease with your company. Research tells us one thing, split testing tells us another, customers tell us something else, and our own experience tells us something completely different. There is no one size fits all and there is no perfect. What works today will likely change tomorrow. Never stop observing and testing.

When you shop online, what are the key factors for you?

Image Credit: Foraggio Fotographic