No to ‘Value-Added’ Plans –Farquharson/Tedesco
You can run this scenario further. Perhaps the person awarding the miniature folding job has other print jobs up for bid. Maybe there are colleagues at the same business who also need printing work. What if this company has a corporate parent and sibling companies that appreciate print vendor referrals? Jane, having been able to get her foot in the door with this miniature folding job, has a leg up on this profitable referral base.
Dick Gorelick, an awesome friend of mine who passed away a couple of years ago, was spot on when he said: "The definition of knowledge has changed. Knowledge used to mean knowing how to do something. Now, it means knowing where to go to get something done."
Printers should give the boot to value-added sales compensation plans, freeing up their salespeople to focus on what they do best—providing the best possible solution to customers' communication challenges. Who cares if some of the job is done with the help of trusted partners? PI
About the Authors
T.J. Tedesco is team leader of Grow Sales, a 16-year-old marketing and PR services company. He is author of the newly-released "Direct Mail Pal 2012" and seven other books. Contact Tedesco at (301) 294-9900 or e-mail email@example.com. Bill Farquharson is the president of Aspire For (www.AspireFor.com). His Sales Challenge can help drive your sales momentum. Contact him at (781) 934-7036 or e-mail firstname.lastname@example.org.
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.