Quik Print, Wichita, KS

Johnny Tarrant, President Quik Print Topeka and Wichita

“Our pricing is not the cheapest, but it’s competitive and for the exceptional service we deliver it’s an amazing value. The survey responses showed it time and again. In the end, The University couldn’t ignore the strong endorsements their own staff gave us and we were awarded the contract.”

The Challenge

In 2012, Quik Print in Wichita, Kansas won a 1½ -year printing contract with a major university worth over $25,000 in revenue. In August, 2013, Quik Print started using Survey Advantage’s CustomerPulse™ service to gather feedback from their customers, including the various print buyers at the university. Between August and November, Quik Print collected 47 unique survey responses from university buyers. The surveys revealed 100% total satisfaction with the quality of Quik Print’s products and their service!

Near the end of 2013, the contract with the university was up for renewal. Being a state-funded institution, the institution is required to solicit competitive bids from several different print vendors. Quik Print was invited to participate in the bid, but Johnny Tarrant, owner of Quik Print knew that he didn’t have the lowest pricing in the area. That meant that he would have to demonstrate to the contracting personnel at the university that he could deliver a better product than his less expensive competitors. If he could demonstrate a tangible benefit in renewing with Quik Print, his higher pricing would be less of a factor in the contract evaluations.

The Solution

To prove his superior product and service, Johnny consulted his CustomerPulse™ dashboard to identify and collect 47 survey responses from university staff that had worked with Quik Print during the original contract. With such positive reviews, Johnny decided to include a report of those survey findings in his proposal for the new contract. “I knew we weren’t the lowest cost provider bidding on the contract,” Johnny Tarrant explains, “But I was confident that we consistently deliver a better product with excellent customer service. The results from our CustomerPulse™ survey proved it, so I chose to bid on value instead of price.”

The Result

As contracting officers at the university reviewed the various bids, they contacted Quik Print and the other bidders to try and negotiate cheaper pricing. Quik Print made a strategic decision and held firm with their original bid. Johnny elaborated, “Delivering great value is so much more than providing the lowest price. Our pricing is not the cheapest, but it’s competitive and for the exceptional service we deliver with such a high quality final product, Quik Print is an amazing value. The survey responses showed it time and again. In the end, the university couldn’t ignore the strong endorsements their own staff gave us and we were awarded the contract.”

Quik Print was awarded the contract renewal for another three years representing an overall opportunity of more than $75,000 in total revenue. The CustomerPulse™ survey responses tipped the scales in Johnny’s favor as the university was able to contact the 47 references provided and they all reiterated their initial positive comments from the survey.

By using Survey Advantage, Johnny was able to demonstrate a tangible benefit to the customer by including real feedback from the university’s own staff. In spite of their slightly higher pricing, Quik Print was awarded a highly competitive state contract that would otherwise have gone to the lowest bidder regardless of past business relationships. “Having the direct feedback of the various Quik Print users at the university available in our Survey Advantage dashboard was critical to winning the new contract.” Johnny claims, “Without having that information readily available to present, I am not sure we would have been able to stay firm on our pricing and still win the business.”