Goal: A Sales Entrepreneur –Farquharson/Tedesco
Imagine being on a football team. You are on offense and your quarterback gives you a play to run. "Twenty-four Blue. On three," he shouts. The team lines up. The QB points at the middle linebacker (for reasons unknown). Defensive players shuffle to find a seam that will allow them to defy the advice of their Anger Management Counselors. "Hut one. Hut two. Hike!" comes the call and the play is run.
You head back into the huddle and the quarterback says, "24 Blue. On two!" That's odd, you think. But you get hit in the head a lot more than he does, so maybe this guy knows what he's doing. Back to the line you get to endure another round of disparaging comments regarding your family made by the large man opposite you.
"Hut one. Hike!" calls the QB and, again, you run the same play and achieve the same outcome. Trudging back to the huddle, you are stunned to hear the next play: "24 Blue. On four!"
"Hold on a second," you interject, as if football were democratic. "We've just run that play twice and now we are going to try it a third time? Don't you think doing the same thing over and over is going to lead to the same results?"
Back in 1993 or so, there was a widely circulated quote made by the head of a major print provider that went something like this, "In 10 years, 70 percent of our sales will come from clients that we do not currently have, buying products that we do not currently offer." Quite a few seminar slides displayed that thought, but few heeded its wisdom. Most printers simply ran "24 Blue" again and again. And again.
Fast forward 18 years and those "24 Blue" printers have either closed their shops and gone to work for others, or they are servicing a continually dwindling market. Those who are thriving have found new products and services to sell to new customers; clients they didn't have, say, 10 years ago.
Bill Farquharson is a sales trainer for the graphic arts. Email him at Bill@AspireFor.com or call (781) 934-7036. Bill’s two books, The 25 Best Print Sales Tips Ever and Who’s Making Money at Digital/Inkjet Printing…and How? as well as information on his new subscription-based website, The Sales Vault are available at BillFarquharson.com.