New Boss, Same As the Old Boss –Farquharson/Tedesco

“My business is terrible. The buying environment is worse now than at any time I can ever remember. I leave messages, but no one is returning my calls. Clients are killing me on price and customer loyalty is a contradiction in terms. If things continue as they are, I will not be able to compete.”

Sound familiar? Would it surprise you to know that this was uttered by a printing sales rep? Probably not. But, would it surprise you if you knew that the quote was from 1982? That was, gulp, 30 years ago! The more things change…

So, you think it’s tough to sell print today, huh? Business is down, frustration is up and you have more excuses than orders. It’s difficult to step up to bat time after time and muster enough confidence to believe that today will be any different than yesterday.

Well, you don’t have to step into Mr. Peabody’s WABAC machine (Under 50? Google it.) to see the obvious: The issues, challenges and objections we are facing today are not new or unique to today. Not only have they been heard in the past, but they have been overcome, too. Is this the first time in our nation’s history that recovery has taken its time? No. Then why is the key to rising above these economic conditions and finding profitable printing sales any different now than in the past? Have you forgotten what it took to grow your business?

The fundamentals of sales growth are true, regardless of the economy. Stop. Read that sentence again. See, they are called “fundamentals” and not “temporary-mentals” because they work all of the time. So, hop into our Delorean and we’ll take it up to 88 mph and remind you of some sales basics as we go back to the future. The year? 1982…

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
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