Do Your Prospects See Any Difference Between You and the Competition?
I’ve got some bad news for you
The bad news is that you’ve just lost your job. But your problems are only just beginning. Worse still, you’ve just been hired by one of the companies who used to compete with you.
So how is being hired by the competition a problem? It all boils down to one question.
What are you going to say to a client if you join a new company?
I’ve seen many salespeople change companies. Most of them seem to struggle at this point. They seem to come out with exactly the same message as when they were at their last company.
Why should a customer change suppliers if there is no real difference between them?
Being able to stand out from other printing companies is vital
I have seen buyers get confused between different printing companies. They even become confused between different salespeople! Sometimes everything seems to blur into one.
Surely the salesperson is the difference?
Most buyers need a logical reason to place business with a company. At the end of the day, it has to come down to more than personality. Remember also that there are an awful lot of salespeople who claim
- that they add the personal touch to the business relationship
- keep a special eye out for the jobs that they win
- offer better service than other salespeople
It doesn’t sound different when so many people say this.
If you can’t communicate why a buyer should use your company, why should they place their business with you? In situations like this, it all comes down to price.
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” 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."