It's OK to Give Up on Sales
Why on earth am I saying this?
I normally write about how vital it is for printing companies to constantly carry out new sales. I have warned that the average company is on track to lose 18% of its customers over the next 12 months. And I have shown you how to win new work with 12-week sales projects.
But am I now saying that all this really isn’t necessary?
New business doesn’t have to mean traditional selling
In fact, it doesn’t even have to mean winning new customers. There are other ways of increasing revenues and profits. The first thing a print company should always look at is whether it is winning enough business from its current customer base.
You can often win more from your existing customers
Here are three simple ways to achieve this:
Always offer your prospects and customers something more than they have asked for. You will be surprised at how many take you up on this offer.
Increasing profit margins
Yes, this is possible! Upselling is one way to do this. Or try increasing your prices with certain customers. There will usually be less pushback than you think.
Reaching out to lapsed customers
Just because a client left you it doesn’t mean it has to be permanent. Some will be prepared to return. But you will have to contact them and encourage them first!
Try creating some sales projects based around these sorts of activities. It’s far more satisfying than traditional sales and you have a far better chance of winning more work.
P.S. Find out more ideas on how to sell differently: download my free e-book “Ten Common Print Selling Errors and What To Do About Them” right now. You’ll also receive my regular “Views from the print buyer” bulletin, full of ideas on how to sell print effectively. Also, check out my book, "How To Succeed At Print Sales: Setting targets, planning the right activities and making sure goals are met." You learn all about 12-week sales projects and exactly how to create your own successful project.
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."