3 Important Shifts Affecting the Salesperson and the Selling Process
Shift 2: Price-driven to Value Driven
If you’ve ever lost a sale because a customer said, “Your prices are too high,” it’s time to shift your strategy to adding value and not focusing on a low bid.
Start by building a relationship with your customer. This is not like flipping a switch. Like any relationship, it needs to be cultivated and nourished. Here are the four steps to developing a healthy, profitable relationship with your clients:
- Develop trust (40%)—Be consistent and follow through
- Identify their true needs and wants (30%)—How can you help their business grow
- Present a solution (20%)—Strategically engage their needs and wants
- Confirmation (10%)—Close the sale, gauge relationship, and proceed to next step
After you’ve developed this relationship, you’re more prepared to handle objections. You must anticipate and immediately respond to objections before they escalate into a “No.” The stronger the relationship, the less likely cost will become an issue.
Shift 3: Printer to Marketing Service Provider
With end-to-end services now available in many print operations, there is an amazing opportunity to up sell and cross sell. Up selling is convincing a client to purchase a higher quality or quantity, and cross selling is encouraging a committed buyer to purchase complementary services, like mailing, personalization, etc.
The bottom line, however, is that as their consultant, you are offering your clients these suggestions based on your desire to help their company succeed. If it seems like a sales pitch, there’s a high likelihood they’ll run in the other direction (albeit toward your competitors)!
To avoid the used-car-salesman effect, be prepared.
- Make sure you've built a range of products that complement each other
- Know how to present the new idea/solution
- Ask for the opportunity to pitch your ideas
- Have a plan for your approach and objectives
- Be ready for the dreaded objections!
Once you’ve taken the time to understand your client’s needs, recognize and respond to objections, and recommend additional services and products that are important to the success of their business, you’re on your way to selling more print.