How Becoming a Rap Artist Will Win You Print Sales
Have you ever heard anyone rap their sales pitch?
Recently, I was running my masterclass on "How To Stop Buyers Choosing On Price." As part of the day, delegates create a new sales message and deliver it. It is common for me to hear some very powerful sales messages by the end of the day. However, although I have heard many, many sales messages over the years, I had never heard one delivered in rap form.
On this particular day there was one very enthusiastic managing director. I was expecting a good sales message from him. But I wasn’t expecting a sales rap!
I was speechless! That gave him the chance to sell me anything he wanted. I would certainly remember him the next time he rang!
This technique is known as pattern interrupt
If you do something differently, you are more likely to grab the attention of the buyer. Buyers are used to receiving constant sales approaches. They have heard most things before.
Let’s face it, many sales approaches sound pretty much the same. Most buyers have heard pretty much every sales line that has been invented. That’s why it is so important to stand out from the crowd.
You don’t have to rap your sales pitch
But it is important to grab someone’s attention in seconds if you want to have any chance of starting a dialogue with them. That means you have to do something that the buyer isn’t used to.
A good example is the sales person who approached me when I was working at a magazine publishing company. His opening line was “Hello Matthew, I’m a printer but I don’t want to print your magazines.” That was certainly different. He had gained enough interest from me for him to present his opening pitch. By the way, that won him a meeting and some work.
How will you grab the attention of your prospects?
PS 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."