How Creating the Wrong Appearance Can Cost You Sales
When I was a buyer I had a good roster of print suppliers. I worked with one of them for many years. They proved to be a great supplier: they were one of the most efficient companies I have ever worked with.
But I very nearly never worked with them
The company had contacted me by phone. They sounded great. They had some unusual equipment that was well suited to some of the work that I needed to place. Their prices were competitive. They had been prompt in responding to me.
They sounded like a professional company.
But then the sales rep visited me
He was dressed in a smart suit. However, he still managed to look incredibly scruffy. He hadn’t brushed his hair. His shoes were scuffed.
And that wasn’t all.
Unlike other people on the phone, he came over as incredibly disorganized. He couldn’t find his pen. He had a dog-eared notebook. He didn’t have the answer to many of my questions.
I wasn’t sure I could work with him at all
In fact, it was real touch and go as to whether I tested the company out. Luckily for me I gave them the benefit of the doubt and visited the factory. And from that visit we created a good working partnership.
I get on really well with the salesperson now
He’s not quite as disorganized as he seems. But I do wish he’d brush his hair occasionally!
First impressions can really make a difference to the print buyer
It’s not just about appearances. The first elements of the sales message can either make a buyer choose on price, or it can make them want to use your company even if you are more expensive.
This print salesperson never knew how close he came to losing my business.
p.s…Receive more ideas on how to sell successfully to today’s buyers: download my free e-book "Ten Common Print Selling Errors and What To Do About Them." 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."