Icy Cold Calls - the Print Sales Faux Pas
The number one mistake every print rep makes when prospecting is…? Drum roll, please!
Yup, it’s not knowing your prospective customer. So go ahead, pick up that phone without doing a hint of homework, and dial the number of someone on your list who’s supposedly the print buyer/originator. As a seasoned print buying pro commented to me at the PBI Print & Media last month, “Cold calls get cold responses.”
Long regarded as a print buyer expert and trade writer, Margie Dana launched a new business as a marketing communications strategist with a specialty in printing and print buying. She is as comfortable working in social media as she is in traditional media, and now she’s on a mission to help clients build customer communities through carefully crafted content. Dana was the producer of the annual Print & Media Conference.
Although she has exited the event business, Dana is still publishing her Print Tips newsletter each week. For more details and to sign up for her newsletter and marketing blog, visit www.margiedana.com