How to Find the Right Pain to Sell Print Successfully
How do you identify pain?
Nearly everybody agrees that the most powerful way to sell these days is to use pain. But there's a problem.
Why should you expect a prospect to share their pain with you?
If you’re speaking to someone for the first time, why would they take time out of their busy day to tell you about their challenges? Why should they help you to do your job?
But unless you can identify pain you’re back to selling on quality and service. That’s a sure fire way to end up making it all about price.
Here’s a simple way to get talking about the right pains without having to question your prospects
Ask your current customers what their pains are. They know you and trust you. Most will be happy to spend 20 minutes telling you about their business challenges.
Remember, pain is rarely about print
When you talk to your current customer, ask them about how your services help them overcome their business challenges. Avoid asking them what they look for in a printing vendor.
Now it’s time to move to the sales stage
Speak to a prospect that is a similar to the customer you have just talked to. It is extremely likely that they will be facing exactly the same pains and challenges as your customer.
You’ll be able to start selling on pain straight away. There’ll be no need to interrogate them first.
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."