Are You Brave Enough to Undertake the Ultimate Sample Test?
Here’s how one printer I know responded to a recent sample request. His prospect had already received samples from another company. The prospect thought they were very well printed. He wanted to compare the two suppliers. So here’s how the printer I know reacted:
He told the prospect that he wouldn’t send them samples.
He said he would prefer that the prospect pick up samples from the printer’s customers around the city.
The prospect was confused and a little annoyed at this suggestion. But then the printer explained that the best way to see what they could do for the prospect would be to see what is actually making it to the street for other customers. That would be a much better test compared to a package of cherry-picked perfect samples.
The printer also only gave the prospect pick-up points for products that were similar to what they were looking for. (Why provide a sample of a brochure to a customer looking for newspaper printing services?)
Some sales people just aren’t brave enough for this.
They just plop a standard sample package in the mail. Many don’t even follow up as well as they should. It’s easy to out-sell salespeople like that, especially when you show this level of confidence to a prospect.
However, you'd better be absolutely sure of the quality that your presses produce. Are you brave enough to put yourself to this test?!
P.S. If you would like some ideas on what new things to try, download this free checklist “Eight Essential Print Sales Activities.” You’ll also receive my regular “Views from the print buyer” bulletin, full of ideas on how to sell print effectively.
Many printing companies are frustrated how hard it is to engage buyers in today’s world. That’s where Matthew Parker can help. He is a gamekeeper turned poacher. Parker has bought print for more than 20 years and received over 1,400 print sales pitches. He now uses his buyer’s point of view to give practical advice to printers. He helps them engage with prospects and customers to create profitable relationships.
Download his free e-book, "Ten Common Print Selling Errors And What To Do About Them" and check out his recently launched book, "How To Succeed At Print Sales: Setting targets, planning the right activities and making sure goals are met."