WHY, WHY, WHY???
Our experiences were nothing like that. And it sure would have made our lives easier if they had been more like that.
So how does this issue apply to us in printing? I can recall from my early days in sales that I rarely asked the question, “Why?” And here’s why I should have. What comes after the question that begins with WHY is vital to you. And you need to learn how to ask it, shut your mouth, and listen to the answer, because you need to hear what your prospect or customer is telling you.
Here are a couple of examples:
• “Why are you considering changing or adding a new supplier?”
• “Why have you come to the conclusion that you want to try a variable-data campaign?
• “Why is same-day delivery important to you?”
• “Why are you producing these postcards? What do you hope to achieve?”
• “Why are you attending that trade show? How will you determine whether it was a success or not?”
Get the picture? The answers that you get to the questions that begin with “why” will tell you loads about who your customers, what they want, what is important to them, and where they are trying to get. “Why?” places you firmly in the role of consultative partner and differentiates you from the order takers.
Why ask why? It just may get you places you’ve never been before, or get you there a lot faster. Give it a try. Why not?