Lessons from a Fat Hypnotist –Farquharson/Tedesco

Cynthia was trying to lose weight. Not enough time to eat right and too much Chipotle was putting the stress test on her clothing. Having tried most of every option, she decided to jump in on a Groupon deal that offered two sessions with a hypnotist for $99.

On the day of her first appointment, Cynthia arrived on time, walked in, sat down and waited. Before long, the hypnotist came out to meet her. But, any chance he had of helping her disappeared when she got a good look at him. It seems that the hypnotist was no stranger to the buffet.

Would you go and listen to a motivational speech given by Eeyore? How about hearing a sermon on Sunday morning delivered by Charlie Sheen? Would you let Bernard Madoff handle your money? The decision to make an investment, be it time or money, in any business or activity requires a certain level of faith in the product.

In the print world, the “product” consists of everything, from the quality of the mail piece to the condition of the shop itself. Like it or not, you are being judged on your ability to do for your company precisely what it is you are promising to do for a customer’s. Even showing up late for an appointment sends a “fat hypnotist” message to a potential customer.

The way to make money in print these days has less to do with your ability to magically make ink or toner stick to paper and more to do with your ability to help customers grow their businesses. Prove to them that print is helping you to grow your business and you just might be given the chance to show them how print can help grow theirs. In other words, walk the walk.

Create a ‘Harry Met Sally’ Moment

As a 30 year sales veteran, Bill has the perspective of a been-there, done-that sales rep in the commercial print arena. Following sales fundamentals and giving unapologetically "old school" advice, he writes and speaks in an entertaining fashion to make his points to sales people and owners who sell. "Bill Farquharson will drive your sales momentum."
T.J. Tedesco is a sales growth, business strategy, marketing and PR consultant operating at the intersection of clear vision, compelling content and effective outreach practices. For nearly two decades, T.J. has been an independent consultant and sales growth team leader. Previously, he sold commercial printing, graphic arts machinery and supplies, and finishing and bindery services. T.J. helps North American companies with content development, Web and print design leadership, nurture marketing programs, sales coaching, sales team alignment and business strategy. Since 1996, T.J. has worked with more than 100 clients on retainer, 80 percent in the graphic arts industry. T.J. is author of "Win Top-of-Mind Positioning," "Playbook for Selling Success in the Graphic Arts Industry," "Fire! How Marketing Got Hot," "Direct Mail Pal" and four more books published by PIA. He can be reached at (301) 404-2244 or tj@tjtedesco.com.
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