Printing Impressions

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About Matthew

Many printing companies are frustrated how hard it is to engage buyers in today’s world. That’s where Matthew Parker can help. He is a gamekeeper turned poacher. Parker has bought print for more than 20 years and received over 1,400 print sales pitches. He now uses his buyer’s point of view to give practical advice to printers. He helps them engage with prospects and customers to create profitable relationships.

Download his free e-book, “Ten Common Print Selling Errors And What To Do About Them
 

How Talking About Fruit Made Me Want to Buy from a Printing Company

 

Catching a buyer’s attention in under 30 seconds can be hard
I was running a sales workshop recently. I always start by asking people to sell their company to the rest of the room. Amongst all the delegates at the session there was one message that really stood out.

This was the message:

“We print on anything apart from fruit”
Having had sales pitches from over 1,400 printing companies over my buying career, I am now battle hardened. Most sales messages pass me by as I have already heard something very similar.

But here was a message that was brand new to me. In a real life situation I would have definitely been drawn into a conversation. Here’s why.

The message was different

It stood out amongst all the companies that promise me excellent service, quality and price.

The message dared me
It dared me to come up with something that they couldn’t print on. It created a humorous challenge.

The message solved my problems

If I had any difficulties in trying to print onto something unusual, I was being offered a solution. (Unless, of course, it was fruit!)

However, there was one catch to the message.

The sales person had to show they could deliver what they claimed
In this case the company did an excellent job. I contacted them after the workshop to see if they could solve a printing challenge that I had been presented with. They came up with a solution.

What are you doing to stand out to your prospects?
You don’t need me to tell you that there are plenty of printing companies going after the same prospects. You need to be able to engage your prospect quickly. You need to make them understand why you stand out from the competition.

Traditional sales messaging doesn’t cut it any more.

Here are three things you can do to make your sales message stand out

  1. Review what is unusual about your offering
  2. Understand how this element helps your customers’ needs
  3. Start building a sales message around this feature

Think back to my sales workshop. Would your current sales message really stand out if you were presenting side by side with a group of other printing companies?

P.S. Get some more ideas on getting a prospect’s attention. Download Matthew’s free e-book “Ten Common Print Selling Errors and What To Do About Them” now at http://profitableprintrelationships.com/e-book/

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