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Print Confessions

By Graphic Arts Professionals

About Print

Print Confessions is brought to you by Bill Farquharson and Kelly Mallozzi. Each week, read the thoughts of a different graphic arts professional who will share a point of view that can only be written anonymously, and then join in the conversation by posting a comment.

Selling Is Like Courting - Buyer Perspective

Job posting: Print buyer seeks energetic, modern and attractive sales rep with vast industry knowledge for long-term partnership. Must represent a financially secure company and be willing to improve my image.

Is this you?

How are you going to convince me to consider you? How are you going to woo me? (You may ask why you must woo me and not vice-versa, but in this business and marketplace, we both know that is the reality.)

Before you contact me, please discover as much about me as you can. Know what my company does. Visit our website. Get on our mailing list, and obtain samples of what we print. Visit our stores, and look at our printed signage. Think about our brand identity, and what you can recommend to make us look better. Impress me!

You must be both attractive (your work, that is) and intelligent. Just as the suit makes the man (or woman), your samples represent you. Send me some. Put me on your company mailing list. Offer to run a test file of my images, so I can see what you can do.

Don’t just try to impress me with your looks, however; actually be intelligent. Know the industry. Read trade publications, attend trade shows, remain or become up-to-date on the latest technology and presses.

Have familiarity with social media, cross-media, pURLs, gURLs (generic URLs), etc., even if your company doesn’t offer these capabilities. Buyers want a sales rep and a company with its eye on the future, one who is and will be successful, and one who can do the same for us. Would you want to partner with an old stick in the mud or someone afraid to take risks?

Finally, I will be honest if we are not a good match. I hope you will do the same.

Do you fit this profile? If not, good luck. If so, let’s talk!

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