The Assumption That's Killing Your Sales
The client was adamant: They already had a print vendor. They are all set. No need to set up an appointment. Case closed. Check, please.
And ordinary sales rep would've let it go. They would've said something like, "Can I be your back up?"
But this was not an ordinary salesperson. This was someone who knew enough not to assume. He pressed on.
Salespeople hear the objection, "We already have a vendor" and believe it to be a dead end. These are the same reps who are reading this sales tip and wondering, "Where is the assumption when a customer tells you they're already working with another printer?"
Back to our extraordinary salesperson…
"We are a full-service printer," he said.
"Got one already," the client replied.
"We can help with design," he continued.
"So can my current vendor," the client countered.
Sales rep: "We just installed a new piece of equipment that handles packaging. We can do labels. We do signage. I can offer you promotional products.”
Customer: “We have no need for packaging or labels. Someone else handles signage and promo but we just changed vendors there so we won’t want to revisit either for a while.”
Sales rep: “I can do vehicle wraps.”
Sales rep: “I can print on textiles.”
Customer: “Nope again.”
Sales rep: “I can do billboards.”
Customer: “Wait, what? You can do billboards? I’ve been trying to get my current vendor to handle our billboard printing. When you said, 'printing,' I just assumed ... that is something we can talk about. When can you come in?”
What is print? Your customers have one definition in mind and you have another. The mistake reps make is hearing the objection, “We already have a printer” and assuming their definition matches ours.
My extraordinary sales rep kept defining print when others would be long gone. As a result, he now prints billboards for a new client.
Wanna guess how long it will take him to expand into those other areas?
Overcoming Objections: Want more on this subject? The Sales Vault has the most archived sales content in all of the graphic arts. Workshop replays on Overcoming Objections, Getting Your Price, and Selling to That Younger Buyer. Archived sales tips with ideas for holding your price, winning bids, and archived blogs which show you precisely why you sell on price and how to change it. Go to SalesVault.pro and sign up now.
Love Sales? Want to learn from others who love sales, too? You’ll find answers and ideas inside The Sales Vault. Join Bill and others at SalesVault.pro. Bill can be reached at 781-934-7036.
Bill Farquharson is a respected industry expert and highly sought after speaker known for his energetic and entertaining presentations. Bill engages his audiences with wit and wisdom earned as a 40-year print sales veteran while teaching new ideas for solving classic sales challenges. Email him at email@example.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 salesvault.pro.