An Important Test for a Print Salesperson

I have a little test for you today.

Tell someone about your company

It doesn’t sound that difficult does it? I just want you to run through the introductory pitch that you would make to a potential customer.

However, there’s a little catch—you knew there’d be one didn’t you?

Think about what your five closest competitors would say to that person
How does the introduction to your company sound now? Are you still happy with it?

Or are you worried that you are sounding dangerously similar to the competition?

When I run workshops for printing salespeople we go through an exercise like this. There are usually around eight printing companies in the same room. Everyone is always surprised at how similar most companies sound.

Naturally, if everyone sounds the same there is a big problem.

If everyone sounds the same, why should a buyer want to change their supplier?
If you do not sound different to other suppliers there is little motivation for a buyer to want to work with you. In fact, there is probably only one reason why they would change from their current supplier.

That reason is price. And you don’t want to base your business model solely on undercutting the competition.

Do you stand head and shoulders above the competition?

Or would you struggle to stand out from everyone else’s pitch?

Well done if you know you stand out! You are doing far better than most of the printing company sales pitches that I hear.

P.S. Get instant advice on how to sound different from other printing companies. Download Matthew’s free e-book “Ten Common Print Selling Errors and What To Do About Them” right now at

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
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  • Brian Rothschild

    Nice job Matt! Funny how something so simple makes so much difference. Thanks!

  • Jacob P

    Two things most people cut to the chase immediately this is like walking up to a girl in a bar and asking for a kiss eventually you may get one but you are going to get a hell of a lot of face slaps first. Use the first 40 seconds to start bonding and gaining trust if you are witty they will extend the time include them in on the conversation. If you do this right then they will feel an obligation to listen to your pitch now ask them what they want listen do not speak and then build a proposal based around their needs and set a time normally 2 to 3 weeks out to visit (never go for the week you are in) make the first visit no longer then half an hour (much easier to sell) go out with your proposal to create an individual solution for them ask them to benchmark their pricing take out some similar samples to their needs and now set a time for a full meeting whilst face to face to complete what you are seeking and with their remind them that this is a two way deal and for it to work their input invaluable. If whilst appointment setting on the phone you feel that they are busy simply say look I can hear noise in the background let me call you back tomorrow and what would be a good time (make sure you call them back at that time)

  • Alan Salsbury

    Hi Matthew……..we have two/three introductions that have worked for us in the past. This is based on phone approaches with a view to setting up a face to face meeting. Please do bear in mind, as I have mentioned in other posts, we do our research on prospects- in depth before any approach is made.

    We would like you to take the ‘Pepsi challenge’ we believe that what we offer is so much better than the competition If we are proved wrong, we will walk away and thank you for your time.

    The other which I prefer is ‘ if you would allow me 5 minutes of your time I will show you the work we do. I believe after seeing one sample from our portfolio you would be certain to want to see more’ . then I would probably accept the coffee.

    ‘ I really do believe 10 minutes with you would be beneficial. I know you won’t be disappointed.’