Basic to office products marketing  is the process of acquiring and retaining accounts, and United Stationers offers distinct programs for each.

Account acquisition is critical because existing customers are spending less in certain product categories, and are price shopping more than ever before.  As a result of these factors, annual account attrition rates can run between 15% and 30%.  Resellers need to start by asking themselves the following questions:

• Which consumer segments am I targeting – small, medium, large, industry-specific, etc.?

• What is the most effective way to reach these prospects?

• What tools do I need to be successful?

• How will I measure the success of my efforts?

United’s proven-successful account acquisition program offers a variety of specialized tools including street-priced catalogs, marketing distribution kits, image brochure and folders, and the industry-leading General Line Catalog.

Turning a prospect into a customer is an accomplishment.  But keeping that customer for the long term requires different strategies and tools.  When retained, long-term customers can significantly increase your profitability and your overall success.  The account retention process starts by asking these questions:

• How do I treat current customers?

• Do I make the same efforts to keep my customers as I did to acquire them?

• Am I keeping more or fewer customers today than yesterday?

• How do I measure my retention efforts?

United’s account retention program includes catalogs priced and merchandised specifically for that purpose.

Copyright 2004 by United Stationers Supply Co.