It’s Time for an Intervention —Farquharson/Tedesco
• That brings us to loyalty. Delivery times used to be measured in weeks, then days. Now, when we ask when you want it shipped, you respond, "What time is it now?" Yet, we comply. We rush orders. We drive them through snowstorms so that you will meet your deadline and ship your product on time.
It used to be that we knew you had our back when the bean counters came to ask why you didn't go with the lowest price. Now, you are naming us the "Vendor of the Year" and then throwing us out because you can get the job done 3 percent cheaper somewhere else. What gives?
It is clear that we are no longer in Kansas, and that the economy has brought about a lot of change. The old rules no longer apply. We get that. But, we respectfully request that you move the phaser setting from "kill" to "stun." That way our relationship can be a little less adversarial, more friendly and together we can weather these hard times.
For our part, we've changed. Honest! We saw the need to morph from being simply salespeople to business growth specialists—and we did. You can count on us to understand your business and its direction. We're no longer brought in merely at the quote stage of the job. Now, you can rely on us to come prepared with creative solutions.
Times are tough, but lighten up, and have lunch with us. Let's talk about new ideas. Let's challenge what is and discuss what's possible. You can talk about the fascinating world of buying print, and we'll pretend to listen intently. Then, we'll discuss the innovations in printing and you can count the number of times we use the phrase, "marketing services." Come on, it'll be fun.
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.