Margie's Buyer Insights
By Margie Dana
About Margie
Long regarded as a print buyer expert and trade writer, Margie Dana launched her new business in 2013 as a marketing communications strategist with a specialty in printing and print buying. Now she’s on a mission to help clients build customer communities through carefully crafted content.You may know Margie as the producer of the annual Print & Media Conference. Although she’s exited the event production business, she’s still publishing her Print Tips newsletter. She looks forward to helping companies create and style all of their content so their potential customers sit up and take notice. For details and to sign up for her Print Tips and new marketing blog, visit www.margiedana.com or e-mail Margie at margie@margiedana.com.
Icy Cold Calls - the Print Sales Faux Pas
If I were a sales manager for a printing company, I’d focus on effective prospecting techniques before I moved on to treating customers well. There’s absolutely no excuse for making a cold call without having done your homework.
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My Book Doesn’t Break When I Drop It
While charging up my MacBook Pro and iPad last week in Chicago, the latter slid off the bed and dropped to the floor. The power adaptor split into several pieces. Having this happen right before a 2.5-hour flight to Boston couldn’t have been more inconvenient.
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Put Your People Out in Front Online
A printer’s online presence is more critical now than ever, and it’s going to stay that way. It’s my experience that professional print customers check out a printer’s website very carefully as part of their due diligence process.
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Three Shades of Selling, from Horrible to Great
Long gone are the days when a sales rep can act like an order taker and expect to get new business by just being there. Get inside the customer's situation. With a few key questions, a genuine interest, and creative ideas about what your company can produce, you can impress a brand-new prospect to trust your judgment.
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Are You on the Same Page as Your Customers?
When a print customer says she needs something printed ASAP or even “right away,” you need clarification. For all you know, she’s thinking same day or next day—or maybe to her, next week is fine. If you don’t ask, you’ll assume it means what you think it means.
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