Hit Pause and Sell More!
Credit: Bill Gillespie
What do you do when a customer hesitates? Your solution is a good one. Your pricing is fair. You're talking to the decision maker but they won't say yes.
Most reps double down. They repeat their pitch. They go back over features and benefits. They might offer an additional discount. Essentially, they repeat what they've already shared. They get anxious and apply pressure.
That is 100% the wrong thing to do. Here is a better idea.
Hit pause. Say something like, "I can see you're uncomfortable. Tell me what concerns you. I don't want to miss anything important to our success."
This response reinforces their control. It makes the client or prospect comfortable. It allows them to pause and share whatever it is that's really in the way. It demonstrates that you're committed to their success. It gives both of you a chance to work through the real objection.
I've written it before and often. "Clients don't buy when they understand your offer. They buy when you understand their need." If you embrace that reality you'll talk about the right things and you'll sell more stuff.
Your equipment, capacity and pricing don't matter. The problems you solve for clients do. Your empathy, creativity and commitment do. These are the "specs" that matter to customers.
Parting Shot: When a client is comfortable with you, when they're convinced that you're looking out for them, you'll sell more stuff. You'll be invited early. You'll help invent specs rather than bid specs. Your price will become the budget not a contest.
Selling really is Simple. It's relationship building. Anyone with a friend or spouse knows how to sell. The stuff you can do doesn't matter until the other party decides you're the one they want doing it.
The preceding content was provided by a contributor unaffiliated with Printing Impressions. The views expressed within may not directly reflect the thoughts or opinions of the staff of Printing Impressions. Artificial Intelligence may have been used in part to create or edit this content.
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- Business Management - Marketing/Sales
Bill Gillespie has been in the printing business for 50 years and has been in sales and marketing since 1978. He was formerly the COO of National Color Graphics, an internationally recognized commercial printer and EVP of Brown Industries, an international POP company. Bill has enjoyed business relationships with flagship brands including, but not limited to, Apple, Microsoft, Coca Cola, American Express, Nike, MGM, Home Depot, and Berkshire Hathaway. He is an expert in printing sales, having written more than $100,000,000 in personal business during his career. Currently, Bill consults with printing companies, equipment manufacturers, and software firms. He can be reached by email (bill@bill-gillespie.com) or by phone (770-757-5464).
