Is Your Sales Pitch Too Complicated?
I was speaking to a client recently. This printing company has an excellent reputation in selling more complex print solutions.
However, they don’t sell multi-channel solutions. I was intrigued and asked why. This was their response:
"The print industry has made multi-channel solutions too complicated"
They believe that the software has become too complex. It makes it difficult for the average customer to understand how to benefit from multi-channel solutions. As a result, most buyers have little interest in trying to put these sorts of solutions into practice. So most printing companies have stopped trying to sell them.
Some salespeople believe that complexity is an advantage
They try and sell this complexity as a benefit for their customers. They offer bespoke solutions. They offer customers the opportunity to create their own campaigns. This is often done by using specialist campaign planning software.
The issue is that many customers haven’t yet grasped the basics of multi-channel solutions. They don’t understand what a simple campaign could achieve for them. It’s way too early in the sales cycle to suggest that they start designing their own campaigns.
When it comes to more involved print solutions, the average customer wants a simple option. They often prefer to be guided. They prefer a standard solution.
This applies to many print offerings
I have seen very complicated solutions offered for design, proofing, fulfillment, logistics and many other services.
One issue is that some salespeople like to talk about the technical details of what they are offering. This is understandable: companies should be proud of what they offer. In addition, the technical details are often what the salesperson feels most comfortable talking about. However, it’s often not what interests the customer.
When it comes to solutions selling, there is an important rule to remember
Customers want to hear about the results. What does your service achieve for the customer’s business? Amongst all the technical details this element is often lost.
However, it’s only when customers understand the benefits of a solution that they will take time to worry about how to achieve it. That’s why it is so important to keep a sales pitch simple.
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."