How Positive Phrasing Can Help You Sell More Print
People listen to what you say
Naturally, that means it's vital you say the right thing. But it is easy to encourage a customer to take the wrong action without realizing it.
Here are two similar phrases
"Remember to send the files today to secure the schedule."
"If you miss the deadline we may not be able to deliver on time."
On the face of it, it appears as though you are saying exactly the same thing with these two phrases. However, your customer might be encouraged to take two different actions.
In the first phrase, we are encouraging the customer to send files on time. In the second phrase, we are mentioning the possibility that the customer may be late. Research shows that mentioning the possibility of lateness increases the likelihood of your files being late. On the other hand, encouraging the customer to be on time encourages promptness.
It’s the same with sales
It’s important to add some positive action phrases at the end of any conversation, e-mail, letter or marketing piece.
Here are some ideas:
"Make sure you download our guide on how to use print to win new customers right now."
"Book your printing slot today."
"Take advantage of this offer now."
Remember: positive phrasing sells print.
p.s. If you’d like more ideas on how to engage with today’s buyers, download my free e-book "Ten Common Print Selling Errors and What To Do About Them." 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."