Why Pain Is So Important When Selling Printing Services
Most of you will have heard me talking about the TPD Principle.
TPD stands for:
- Target audience
The most important part of this Principle is pain.
People rarely buy features and benefits. The most powerful emotion that drives them towards a purchase is pain.
Pain is a very powerful emotion. Without pain, buyers have no reason to make a purchase.
Here's a four-step process to selling on pain
- Identify the prospect's pain. (Note that this often has nothing to do with printing!)
- Make the buyer aware of their pain. Most people who are ill will immediately spend money on medicine to make them better.
- Show the prospect how you can solve their pain. You need to show them that you have the right medicine for their business illness.
- Persuade the prospect to use you. This is where the Difference element of the TPD Principle comes in. It's important for clients to understand what makes you stand out from the competition.
So how do you find the right pain in the first place?
I’ll be showing you how to do this in my next piece, published in two weeks' time. It's easier than you think!
P.S. Find out more ideas on how to increase sales with today’s buyers: download my free e-book "Ten Common Print Selling Errors and What To Do About Them" right now at http://profitableprintrelationships.com/e-book/ You’ll also receive my regular "Views from the print buyer" bulletin, full of ideas on how to sell print effectively.
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."