Discuss Your Client, Not Print
Be in your customer’s world
The print industry is a great industry and a great community. But sometimes we all get too wrapped up in what we do. We sometimes forget that it’s all about our clients.
Many of our customers don’t know much about print. They don’t care much about print. That’s why it is so important to stop talking about print and start making the conversation about your customer.
How can you place yourself in your customer’s world?
Firstly, make your sales message about the customer. Focus on the results that you can create for them and their company. Talk about the business challenges that you can solve for them. Tell them how you can help them achieve their goals.
Avoid talking about presses and workflows. Don’t make the conversation about you.
Make sure that you talk the language of your customer
Use the words they use—not the print language that we speak. Make sure this language is used on your website, in your brochure and in your sales letters. It will make it easier for them to relate to you.
Make sure you understand their industry. Research their job roles. Be able to speak knowledgeably about their world.
You don't get long with a prospect
These days you're lucky if you get five minutes on the phone with them. The very next phone call may be from one of your competitors. It’s vital to engage successfully in a call or e-mail.
Being in your customer’s world will maximize your chances of success.
PS: If you’d like more ideas on how to engage 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, that's 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."