Business Management - Marketing/Sales

What if you decided to challenge a prospect or customer? What if you asked them some provocative questions about the way they are doing things in order to get them to think a little differently and look at things another way?

Entrepreneurs are a rare and sometimes strange breed. They see opportunity in a "Dang, why didn't I think of that?" kind of way. They are never satisfied with the status quo and they understand the need to constantly challenge the present in order to have a future.

Corporate and agency print customers have common expectations from the printing industry. Naturally, high-quality printing at a fair price is Number 1. I rarely see bad printing anymore. It's easy to get jobs done well. So, tuck that expectation in your breast pocket.

In the past two years, we’ve heard quite a Quick Response (QR) Code buzz in the printing industry. In an increasingly wireless world, they offer instant gratification. Invented in Japan in 1994, these codes are becoming more commonplace in the United States, particularly as smart phone usage grows.

There are many creative uses for 2-D codes and many yet to be invented. Careful thought and execution is the key to success when incorporating 2-D codes into a business model or marketing campaign. Properly executed, they are a great way to augment a business.

It only takes one negative experience to alienate consumers.

The consistent threads that run among all of these sales standouts is their behavior and aptitude, like buyer research, sales planning, sales presentation skills, overcoming objections, listening skills, closing skills, sales service skills, responsiveness, technical know-how (product knowledge) and level-headed serenity.

You cannot teach initiative. You cannot teach passion. You cannot teach drive. It’s either there or it isn’t. Tapping into these sales basics can transform the backroom coordinator into a selling machine. It’s not a given, and it’s not an automatic.

Many companies are simply not up to the task of reinventing themselves, preferring to stay with what has always worked and go down with the ship. Let’s look at RadioShack. The company has tried just about everything.

Resist the temptation to become the discounter in your industry. Discounting is rarely a sustainable pricing strategy and discounters tend to be flash-in-the-pan businesses. When you offer convenience, safety and peace of mind to customers, pricing objections tend to melt away.

My last PI blog post dealt with print buyers screening sales calls. It doesn’t mean your calls won’t be returned—just that you’d better leave something memorable in that voice mail. The last thing I want to do is put words in your mouth when you call a prospect.

To refocus your business on expansion into the more profitable world of marketing services, you don't need elaborate charts or high-priced consultants, but you do need a plan. A marketing plan provides a roadmap that can drive action. A marketing plan can help you: Identify which customers are your best prospects, evaluate company data against your industry or market, and track results to help you learn what works.

Without a plan, you may be moving fast, but you may not be moving in the right direction. This webinar will focus on the critical aspects and practical examples associated with building a marketing plan including target market selection, market positioning, the right products and services, pricing, distribution channel alternatives and promoting your business.  You will learn the essential steps to powering up for profit with an effective marketing plan.

This webinar will discuss the latest market trends in the digital printing industry and highlight critical success factors for growing print volume and revenue with digital print.

Click here to view this webinar today!