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How Can I Bring New Customers to an Ink Cartridge Retailer?

Discussion in 'Offline Marketing' started by BluRoze, Jul 11, 2012.

  1. BluRoze

    BluRoze Registered Member

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    Hey there, Blackhatters!

    I've recently landed a great job as Store Manager at a new franchise branch of a nationally-known recycled ink and laser cartridge retailer. My pay is salaried, base plus a percentage of profits once the store starts making $11,000 per month. It's a new location and currently scraping just below $8,000 per month. I need to start getting the word out so I can get to the sweet spot!

    I need some advice from you wonderful and creative people! How can I get more customers for my branch? I want to focus on business customers who need a lot of laser cartridges. That's where the money is! Please toss me some ideas on how to approach locally-owned small businesses, realtors, busy work at home folks, and so forth. I don't know where to start.

    Thanks in advance!
     
  2. partymarty4870

    partymarty4870 Elite Member

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    I come from a land downunder
    1. Advertise for a hot promo girl
    2.Buy a skintight uniform
    3.Buy some rollerblades
    4.Get her out on the streets rolling into businesses to pickup/dropoff cartridges
    5.Watch profits go thru roof
    6.Get your raise
    7.Use your extra cash to date hot rollerblade girl
     
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  3. hawgbert

    hawgbert Jr. VIP Jr. VIP Premium Member

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    That's a practically fool-proof plan above, but if you are married or otherwise uninterested in a rollerblade girl, you are going to have to make some sales calls. It's going to be a challenge, since many businesses are under the impression that anything except OEM products are going to damage their printers. Additionally, what you are offering can be bought on eBay for a fraction of what the OEM cartridges cost. So you'll need to focus on building relationships. Show the print samples so that they can see that the quality is comparable, particularly with color printing. If you can get a few businesses on board, you might be able to leverage some referrals.
     
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  4. flexpaydude

    flexpaydude Regular Member

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    Voice broadcast to local businesses with a compelling offer.

    Stuff like:

    1) Free Pick Up & Delivery Day
    2) Delivered in 2 hours or it's free
    3) 50% off retail
    4) Never pay full price for toner again
    5) Half priced toner
    6) No minimum order

    etc., etc.

    Put a time limit on it, like today only.

    You can reach thousands of local businesses quickly (whithin minutes) with a compelling message and a strong call to action utilizing voice broadcasting. Your phone could be ringing off the hook.
     
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  5. -Jericho-

    -Jericho- Jr. Executive VIP

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    If you haven't already get your Google local page up and ranking. Hit all the major local directories too.

    You're likely going to need to do some advertising. Which one will work best is hard to say without testing it. There's so many places to advertise you just need to find which gives you the best return.
     
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  6. -Jericho-

    -Jericho- Jr. Executive VIP

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    That's not a bad idea. Be careful you don't get ripped off though.

    You can always call businesses up yourself too or fax/hand deliver flyers.
     
  7. hits79

    hits79 Regular Member

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    If I was you, i'd go into big corporations office and give them your price. Most of big company uses shit load of toners, for example I work for HP and I service Bank of America equipment. All the local bank branches uses toners like crazy, plus home loans of bank of America goes throw toners like water. why not step into their office and see if they would like to buy from you?
     
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  8. b1step-ahead

    b1step-ahead Power Member

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    Viral Marketing. Hit me up.
     
  9. flexpaydude

    flexpaydude Regular Member

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    You can certainly call businesses yourself if you want to invest the time, but avoid fax broadcasting....it has been illegal for some time now in the U.S.
     
  10. BluRoze

    BluRoze Registered Member

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    It's funny how people always think I'm a guy. Is it because of the way I "talk", or are there just not many chicks at BHW? I'm all for dating a rollerblade girl, though. >:-D
     
  11. BluRoze

    BluRoze Registered Member

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    Yes!! Excellent advice! There are tons of businesses within range of my location. We already have a few that order over $100 regularly. I never thought of banks, and maybe credit unions. Thanks!
     
  12. Zapdos

    Zapdos Power Member

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    Go visit your local computer shops and try to talk to the guys that do truck rolls. They'll have contacts all across your area in the IT dept. or management that handle buying toner/ink. You can even cut them a slice as an affiliate if possible to advertise. Trying to talk to the people at the offices are usually futile short of having the number for the people mentioned above.

    Places that go through ink like crazy: Doctors (pediatrics, dentist, hospital, clinics), Insurance, Bank (and credit unions).

    Things you can upsell on:
    Low prices
    Fast delivery (if you keep in stock you can advertise deliveries within 6 hours or pickup after calling ahead)
    Discounts for bulk or monthly commits


    A family member is head of IT at a doctors place with several practices in the area and go through about $2000 in a month. If you can save doctors money, they'll take it.
     
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  13. carlikito

    carlikito Regular Member

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    Like someone else mentioned, you need to build relationships, getting people to know you. In the offline world is common for people to buy people not just the products being sold.
    Anyway here's my idea:

    You'll need to call businesses around your area offering a FREE service. What free service can you possibly offer you ask? simple: A FREE PRINTER TUNE UP!

    Sounds silly? think about it, you'll position yourself as the "Expert", they'll get to know you and your company, instant rapport! Giving something first you are being a friend, not a lame salesman.

    The tune up can be a clean up, telling them the right type of paper to use, adjust the settings, whatever you're the expert I'm sure you can add more.
    Obviously this approach will take time, but you'll be there for some time and in a couple of months you'll start to see results.

    Hope that helps.
     
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    Last edited: Jul 24, 2012
  14. flexpaydude

    flexpaydude Regular Member

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    I have to say I REALLY like this idea....FREE PRINTER TUNE UP.....voice broadcast this out to local area businesses and your phone will light up. Hell, I think I may incorporate this in to my existing business model and market a lead gen service to local printer repair businesses. Thanks given
     
  15. BizComesToYou

    BizComesToYou Newbie

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    Find some Partner and offer them $ for every client they bring to you.
     
  16. closedCaption

    closedCaption Regular Member

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    Fortunately for you I know a guy in my country that does the same business :D, and his tactics are:

    1. Concentrate on people that use ink-jet more than laser toners, since ink is more expensive.
    In this particular case those are usually some newly funded businesses. This, of course, can
    be different in your location, but works here.

    2. Give a sample at discounted price, usually 75% off or even free if you refill cartridges yourself.

    3. Most effective tactic: find a place where new business owners come. In USA it could be SBA
    offices or something like that. Next, make a flyer that will give each business a new printer, if
    they sign up your service for a year or X amount of refills. People usually don't follow prices of
    printers, so most of them will see this as a great deal. Of course, you should still concentrate
    on ink-jets.

    Hope I helped you a bit.
     
  17. mario279

    mario279 Registered Member

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    you want to probably hit up the major buyers. Create a list of the top dream clients and the people that are in charge of making purchases, send gifts to them like calculators or whatevers - add a note like: so that you can calculate the the thousands of dollars youll be saving with my company.... then call them up, do this over and over untill you get the interview. This is a method from the ultimate selling machine book.