Not long ago at an event organised for the print technology industry…

I overheard a conversation between two photocopier salespeople from different companies.

Both we’re in their 30’s, dressed in smart suits with open collared shirts, and looked very professional.

Salesperson one said. “We gain our customers loyalty by tying them to long term contracts with high financial penalties if they try and leave, no matter the reason”.

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The second salesperson asked. “What happens at the end of the long-term contract”?

The first salesperson replied. “They usually go somewhere else, as they’re unhappy with our continuous price rises, coupled with their inability to leave without having to pay us lots of cash”.

Then he turns to the other salesperson and asks. “How do you gain customer loyalty then”?

To which he replied. “We gain our customers trust, which turns into long term loyalty. It’s very rare we ever have a customer leave us”.

Astonished, the first salesperson said. “Wow, how the hell do you achieve those results”?

“It’s really simple.” Began the second salesperson.

“We have rolling monthly agreements, which the customer can cancel at any-time without financial penalty.”

“And we provide fixed price guarantees for the life of all our agreements”.

Based on the information shared by these two salespeople.

…which print & scan technology company would you trust?