You’ve likely heard the following statistic: it costs 5 times more to acquire a new customer than it does to retain a current customer. Given the change in the selling world today, that’s probably a conservative number. With print on the decline, one could argue that the imaging industry was already experiencing a transformation, but 2020 changed business in an unexpected way, further accelerating the need for providers to diversify. With the sudden onset of a health and economic crisis, buyers became even more apprehensive. Throw in the travel restrictions combined with an onslaught of zoom meetings, and you have an environment that makes it challenging to develop new relationships.
As the snow melts away in Iowa, I am looking forward to hitting the open road on my Harley Davidson. The wind blowing through my hair (what little is left…), the sights and sounds of spring, and sharing the open road with my friends and family are among the things that make my Harley a staple of my spring and summer pastime.