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Bill Farquharson

The Sales Challenge

By Bill Farquharson

About Bill

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."

 

The Best Thing a Customer Can Say to You

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Were you invited to a customer’s Christmas party this past year? Ever been to a client’s wedding or birthday party? Both are signs of a great relationship and a worthy goal for any print sales rep. But neither is the preeminent compliment that your ears should long to hear.

Certainly, the phrase “Thank you for a job well done.” crosses the lips of the buyer about as often as “We appreciate your business.” crosses those of a seller. And shame on us all for that. But while thanks are nice, Letterman would have it second or third on a list of “Top Ten words to aim for.”

“Great job?” Nope.

“You guys rock!” Uh-uh!

“Nice shoes!” Um...no.

The best thing a customer can say to you is, “OMG! Are we your only customer?”

What would it take for you to hear those words? How hard would you have to work? How far would you have to go? And perhaps the biggest question of all: Are you willing to put in the effort?

Write this phrase down—“Are we your only customer?”—and stick it on a wall somewhere near your phone. Print it on top on the pad of paper you bring in to sales calls. Make it your goal to commit to hearing it multiple times during 2011 and then set out to earn the compliment. It is a goal unlike any other and worthy of your effort.

Your extra effort.

Join Bill and fellow PI World blogger Kelly Mallozzi to kick off 2011 with a Printing Impressions Webinar: “Double Your Print Sales in 2011.” Click here for more information.

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COMMENTS

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Most Recent Comments:
Jim T - Posted on February 23, 2011
I've said it before. I have a vendor that I have now told numerous times that I feel like I am their only customer, even though I know better. (I never abuse this, by the way.) It just came out of my mouth one day while talking to their customer service department. I called my salesman shortly after that and told him the same thing.
Carrie Grove - Posted on January 11, 2011
Bill, I agree with you 100%. Every client should feel like they are your one and only client. At TPI Solutions Ink, we have had that question posed to us before, "Are we your only customer?" It does make you feel great but more importantly you know that your client is ecstatic about your service and the product you delivered. Thanks for your reminder - I'm making MY post-it now! Carrie Grove
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Archived Comments:
Jim T - Posted on February 23, 2011
I've said it before. I have a vendor that I have now told numerous times that I feel like I am their only customer, even though I know better. (I never abuse this, by the way.) It just came out of my mouth one day while talking to their customer service department. I called my salesman shortly after that and told him the same thing.
Carrie Grove - Posted on January 11, 2011
Bill, I agree with you 100%. Every client should feel like they are your one and only client. At TPI Solutions Ink, we have had that question posed to us before, "Are we your only customer?" It does make you feel great but more importantly you know that your client is ecstatic about your service and the product you delivered. Thanks for your reminder - I'm making MY post-it now! Carrie Grove