Do You Sell Simplicity?
Have you ever tried to buy a laptop from the likes of HP or Dell?
It’s a scary process! On the Dell website, there are currently nine different lines of laptops to choose from. Some of those have a further six sub-options to choose from. And that’s before you start customizing your laptop...
For someone like me, who doesn’t know much about laptops, it’s a rather scary way to make a purchase. I’m usually tempted to try and avoid purchasing and make a laptop last a little longer.
Do you see some parallels with purchasing print here?
Purchasing printing services is just as scary a task for many people. They have to understand all about paper and formats and colors. That’s before we get to finishing. They have to try and put together a print spec for printing companies to quote on.
I like to purchase my laptops from Apple
They have a much simpler buying experience. There is far less choice. You are simply guided to the right option for you. There’s a reason for this: Apple focuses on products rather than specifications. I don’t have to worry about the technical side of things. I am simply presented with a product that has the specifications to fit my needs.
How can you make purchasing print this simple?
Focus on selling products. All too often people try to help their customers by offering choice. Usually, it just ends up confusing them. Most people prefer less choice and more guidance.
For instance, a simple direct mail campaign has many complicated decisions for an uneducated buyer. It’s a lot simpler for them to be told exactly what they need. As printing companies, we should know what achieves the best results. We should create the right specification for our customer.
What can you do to make your offering simpler to buy?
P.S. Find out more ideas on how to increase sales with 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."