What Print Salespeople Can Learn From Doctors
We live in a price-driven world. That’s what many salespeople tell us. But here’s an example of when people simply do not think about price.
What happens when you visit the doctor?
Often we go for a check up and we are feeling perfectly healthy. But sometimes the doctor frowns and says that all is not well.
Then we rush to the nearest pharmacy and buy the medicines we have been prescribed. We don’t look for cheaper alternatives. Or wonder if we could manage on a smaller dose. We do exactly as the doctor has told us.
How can we apply this to the print world?
A good salesperson sells like a doctor. They know what is wrong with you or your business. And they know how to fix it.
They also understand that a doctor is not selling medicine. The doctor is prescribing good health.
Similarly, a good salesperson is not selling print. They are selling better company results, or reduced costs or an easier life for the buyer.
That’s when prospects start placing orders.
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." 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."