Hear of a Printer Going Out of Business Because of Poor Quality or Service?
As a buyer, I was approached by over 1,400 different printing companies, all keen to do business with me
But nearly all the printing companies that approached me wanted to talk about how great their customer service was. They wanted to tell me about the superior quality of their print. It turns out that 98% of sales messages focus on excellent quality and service
Isn’t is strange that all the competition that are supposedly offering poor quality service and quality are still in business?
It just goes to show that most customers aren’t as fussed about quality and service as we think they should be. Most printing companies offer perfectly acceptable service. They offer perfectly acceptable quality. Why should a customer pay more or change supplier for better quality or service if they aren’t bothered about it?
Maybe it’s time to focus on something else
Many buyers focus on two other subjects: problems and results. How do you help your customers solve challenges at their business? What have you achieved for other clients?
These are the sorts of sales messages that create interesting discussions with clients. They are the sorts of dialogues that lead to profitable new business.
PS 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."