“Are great woodpeckers (re: print sales reps) born or made?” Scientists are divided on the subject. There is a contingent who believe that the qualities that make up a great woodpecker must be present at birth—woven into their DNA.
The belief behind the founding of the Graphic Arts Coalition is that managing a successful printing company is the most difficult managerial job in all of business, industry and government. Hence, a manager from our industry should make a great president.
I think printers should be printers. I don’t think it’s a good idea to try to reinvent yourself as a marketing service provider and run the risk of alienating potential customers who are marketers. I know I’m probably very unpopular right now, having said that, and I expect a lot of you out there will disagree.
Some of the best sales advice I was ever given came to me about a year after I started my career. Mike Powers, the sales manager, said, “Bill, you need to go piss someone off. If you do, you’ll sell a lot more.”
For salespeople, the holidays can mean leaving an endless string of voice-mail messages for prospects. Your request for a call back—especially during the holidays—is likely to be ignored. Instead, promise a specific action on your part.
The second response to my recent writer’s block blog produced this question: “How do you do your job and balance being PERSISTANT without being a PEST?” That is such a great question! Here are a few of my thoughts.
It is in your best interest as a printer to make sure your customers are secure in their jobs. They are responsible for giving your firm business. They are your biggest advocates inside their companies—often, they’re your only advocate.
Today, sadly, it’s sell or die for the Selling Owner. Yet, too many sit frozen staring at the quiet phone, wondering when Opie is going to come in and order some copies of Aunt Bea’s new book: “Things I Found in My Hairdo One Day.”
The commonly accepted formula for determining a brand’s value is (Product Benefit + Brand Equity)/Cost. However, you arrive at a brand’s truest value by adding in the Marketing Benefit. Today’s customers and consumers want to form a relationship with their brands of choice.
Your company can use on-hold messages as another opportunity to educate customers and prospects about your company and the services you provide. Repetition through top-of-mind positioning is key to ensuring print buyers think of you whenever they need a solution.
