Overcoming the 'We Don’t Print' Sales Objection
I was on a coaching call this week and the question came up, “What do I do if someone tells me they don’t print anything.” Here’s what I heard myself say:
- First, define what they mean by “print.” It sounds silly, but they might think of printing as just black-and-white or business cards or memo pads. They’re not thinking about wide format or digital or variable data or even print and mail.
- Ignore it. Ignore the objection entirely and ask questions about their business. You’re not doing this to be rude. Try to get the client talking about their business needs. Do it right and a print opportunity will be made known to you.
- Talk in “What if?” terms. Think about the benefits of your products and services work them into the conversation. For example, the client might tell you everything is on their beautiful websites. Your reply: “What if I could drive traffic to that website?”
Print opportunities exist everywhere. If the client can’t see them, you need to point them out or even create one which didn’t exist before you walked to the door.
“We don’t print” might be one of the most difficult objections you will hear. But it is also one of the most satisfying to overcome.
Make sense? Want more? Go to SalesVault.pro or call Bill Farquharson at 781–934–7036
Bill Farquharson is a respected industry expert and highly sought after speaker known for his energetic and entertaining presentations. Bill engages his audiences with wit and wisdom earned as a 40-year print sales veteran while teaching new ideas for solving classic sales challenges. Email him at email@example.com or call (781) 934-7036. Bill’s two books, The 25 Best Print Sales Tips Ever and Who’s Making Money at Digital/Inkjet Printing…and How? as well as information on his new subscription-based website, The Sales Vault, are available at salesvault.pro.