New Boss, Same As the Old Boss –Farquharson/Tedesco
Here we are in your father’s print shop. Notice how busy people seem, and why shouldn’t they be? The business climate, in general, is strong and walk-ins are walking in, money in one hand, print needs in the other.
Over there we see the sales rep getting ready to head out and make some calls. He has brochures to drop off, business cards to hand out and is having a quick word with the owner. Let's listen in...
Owner: “Do you have your sales pitch down?”
Owner: “Let’s hear it!”
Rep: “Do you need anything printed?”
Owner: “Perfect! And if that doesn’t work?”
Rep: “Do you have anything I can quote on?”
Owner: “Attaboy! Go get ’em, Tiger!”
And with that, off goes the rep for a day of door-to-door canvassing. He's looking forward to schmoozing with the receptionists, but worries about the price of gasoline. It's rumored to go over $1.50 a gallon soon. But, he hits the road just the same, optimistic and clean-shaven.
Stopping at the first industrial park he finds, the rep pulls into the Visitor Parking and walks through an unlocked door (can you imagine?). He asks for the person who buys print, and is soon ushered in to the buyer's office:
Rep: “Is there any printing that I can do for you?”
Buyer: “Well, here is a piece that you can quote on. But, we get three bids on everything, so sharpen your pencil.”
Rep: “Got it. Thanks for your time. I’ll get back to you.”
Sadly, though predictably, this scenario will end badly. Apparently, selling print back then was every bit as much a function of solving problems as it is today.
See, the “price” customer has always been there and likely always will. Growing your sales, then, has to come as a result of a prospecting process with four components:
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.