Prospecting for Print Sales Professionals
People who suffer from anxiety about their role as a sales professional are really suffering from a lack self-acceptance. One way to overcome this is to have salespeople read about and study the changing nature of sales—how it has evolved into a consultative role, and how that role raises that stature or sales professionals. Then have the salespeople consider how their strengths lend themselves to this new, important vocation.
Intrusion Sensitivity. These salespeople possess a fear of intruding on a buyer. Their low perception of the sales profession leads them to think that what they have to offer does not warrant interrupting a potential buyer. As stated previously, these salespeople need to learn to view themselves as consultative sellers who can help their prospects achieve a goal.
Social Differential. These salespeople fear calling on affluent buyers. They believe they will have nothing in common with the prospect and will be treated disdainfully by a well-heeled and connected executive. Again, it is a matter of improving the salesperson’s self-worth, and self-worth is improved by having the salesperson learn and develop new competencies.
Personal Friends. This type of reluctance stems from salespeople’s fear of losing their friends because they tried to sell them printing. It is somewhat rare in the graphics arts, since it is unlikely that many individuals within your sphere of friendship would buy print.
Family and Relatives. These salespeople fear losing the affection of family because they are seen as being “exploitative.” Perhaps a spouse or a parent is ashamed of the salesperson’s career choice. To retain the relative’s affection, the salesperson tries not to behave like a salesperson, and in the process, changes behavior so radically that the sales role never has a chance.
We have to deal with the behavioral aspects of prospecting so the salesperson has his/her head screwed on straight before we can study the mechanic. Meanwhile, get out there and sell something!
A Year of Selling Profitably
By Harris M. DeWese with Jerry Bray
Employ techniques and tools that turn weekly sales meetings into energetic learning experiences, resulting in a more enthusiastic, more motivated, and more effective sales force. Understand how these techniques and tools required to build successful marketing, sales and, ultimately, profits, will help you achieve “A Year of Selling Profitably.” Click to order a copy.
Harris DeWese is the author of "Now Get Out There and Sell Something." He is chairman/CEO at Compass Capital Partners and an author of the annual "Compass Report," the definitive source of info regarding printing industry M&A activity. DeWese has completed 100-plus printing company transactions and is viewed as the preeminent deal maker in the industry. He specializes in investment banking, M&A, sales, marketing and management services to printers.