What Are You a Specialist In?
There’s more to life than print
Here’s a great story that Robert Evans from Guidepost Trust shared with me on LinkedIn. He was interviewing a candidate for a print position:
"What are you a specialist in?"
Candidate: "Printing and mailing"
"OK, I'm a specialist in cross border, cross-media, multi-language shareholder and employee engagement. I've done some leading work on Total Reward Solutions, it's an employee benefit thing, and worked on every major corporate transaction for 20 years. It's why the work chases me, not the other way round. So, what are you a specialist in?"
Candidate: "Printing and mailing"
"Anything you are really passionate about?"
Candidate - you guessed it - " Printing and mailing."
I believe the candidate doesn't work in the sector anymore!
If you want to connect with your customers you have to be able to talk about more than print
As Robert says:
“At least try and be passionate about value for money, customer service, innovation, creative thinking or something. Not everyone is going to share your passion for printing.”
P.S. Find out more ideas on how to increase sales with today’s buyers: download my free e-book “Ten Common Print Selling Errors and What To Do About Them.” You’ll also receive my regular “Views from the print buyer” bulletin, full of ideas on how to sell print effectively.
- Categories:
- Business Management - Marketing/Sales
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" and check out his recently launched book, "How To Succeed At Print Sales: Setting targets, planning the right activities and making sure goals are met."
