How to Land an Appointment with a Marketing Manager
Before I went to work in the printing industry, I was a marketing manager. Now that I manage the marketing and sales departments of a printer, I hear sob stories about how hard it is to get appointments with marketing directors. I’ve dusted off my “private sector” marketing hat to help print sales reps gain appointments with that magical marketing person.
Here’s what I’d say to reps after they’ve asked me for an appointment:
To Sales Rep #1:
I could tell you were surprised that I didn’t let you set an appointment with me. Here’s why:
1) You didn’t give me a reason to say “no” to someone else so I could say “yes” to you. I already have a printer. I know what printed pieces look like. I’m perfectly happy with what I have already.
2) The list of equipment you rattled off means nothing to me. They’re metal boxes just like everyone else’s. I don’t care if someone knits my mailers with their teeth as long as they look good and go out on time. Really.
3) You didn’t ask me one meaningful question. “Would you like to see my digital color samples?” is not a meaningful question. You didn’t ask if I was busy when you called. You interrupted me in the middle of a busy day, and barely told me your name before launching into your pitch.
4) I get a dozen calls a week from printers. Most of you sound alike—desperate and pushy. Go away.
To Sales Rep #2:
You had me at “Hello…” You pronounced my name correctly and introduced yourself like a human being, not a sales shark. You asked if I could spare a couple of minutes before speeding on. Nicely done, but our ensuing conversations are why I wanted to see you.