Some of you know that I have a place in Utah. My kids are here so Her Ladyship and I keep a house nearby. It gives us a chance to visit while honoring private space. It also provides access to snow skiing, which I’m proud to say we still do.
It happens that the Sundance Film Festival is in town. It is absolutely the best time of year for people watching. You can and will see everything.
You’ll see guys, miles from the slopes, wearing goggles like necklaces. You’ll see ladies, slopeside, wearing miniskirts and stilettos. You’ll see people that have never clicked into a ski wearing ski gear worth thousands. It is full of “Look at Me” self-absorbed people. It’s lots more fun to watch than the political complaining you see on TV.
Here’s another funny thing. The slopes are almost empty. The hotels are full of celebrities and wannabes. They aren’t here to ski. They’re here to get noticed. Locals know this is one of the best weeks to suit up and hit the resorts.
Now why am I sharing this? What does it have to do with print sales? What am I grasping for this time?
I see “Sundance Syndrome” in print sales too. I’ve written on this before. There are reps that aren’t burdened with self-awareness. These guys are quick to share their credentials and slow to learn about clients. Consequently, they live in the Bid-Zone and never solve important client problems.
I inherited one of these guys years ago. Every visit with him was torture. I heard his credentials, his resume and how he impressed clients in every meeting. What came next, however, was the big discount we needed to win work. It turned out customers weren’t as impressed with him as he was.
Here is my number 1 pro tip. If you’re talking about yourself, you’re boring your audience. The client wants you to ask about their business. They want to hear how you’re going to help them. They don’t want to hear you brag on yourself or your plant.
Now I understand that you can’t sell without sharing success stories. The problems you’ve solved and how you propose to help the prospect you’re pitching are critical info. I get it. But the more you talk about yourself the less you’ll impress the customer.
I know I wear this phrase out but “clients don’t buy when they understand you. They buy when you understand them.” They have a system that works. It works without you. They aren’t worried about getting their stuff printed. You’re “quarterback years” or your “wrestling championships” don’t sell stuff. They matter only to you.
Unfortunately, many reps won’t get this. I hate it for them. They’re convinced these things make them stand out. They tend to think price matters more than it does too. These guys deprive themselves of the success they might enjoy.
Selling really is simple. Spend some time in the mirror and ask yourself a few questions. How do you make spending decisions? What bores you, what turns you on and what turns you off? It’s the same for your client.
Some people aren’t burdened with self-awareness. You can make that work to your advantage.
Ok…enough of the rant. My next piece is on chasing the work you want versus the work you have. I hope you’ll have a look.
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- Business Management - Marketing/Sales

Bill Gillespie has been in the printing business for 49 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).