How do you identify pain? Nearly everybody agrees that the most powerful way to sell these days is to use pain. But there's a problem. If you’re speaking to someone for the first time, why would they take time out of their busy day to tell you about their challenges? Why should they help you to do your job?
Profitable Printing Relationships
The most important part of the TPD Principle (Target Audience, Pain, Difference) is pain. People rarely buy features and benefits. The most powerful emotion that drives them towards a purchase is pain. Without pain, buyers have no reason to make a purchase. Here's a four-step process to selling on pain.
One print salesperson I met recently admitted to me that he can’t bear to stop checking his emails when he was on holiday.
I received two awful sales emails recently from printing companies. Both companies were launching new websites. The first one was titled "Exciting New Website" and the other was very similar. So why did I rate these emails as a fail?
One of my clients recently doubled the turnover of a job. Their customer requested 350 brochures. But the printing company ended up with an order for six roller banners as well! The printing company carried out one simple strategy to achieve this result.
Matt Parker discuses the importance of understanding what your customer wants.