Sell Like a Spice Girl
For any father of 20-something-year-old girls, just the mention of the British girl band, "The Spice Girls" brings back a stream of horrible memories. Their candy-sweet and pithy songs filled the air of the Farquharson household over and over and over for what seemed like an eternity of years until the authorities stepped in and forced them to either quit or marry an international soccer star.
Ironic, then, that a line from their single most annoying song would be the one most suited for a blog that suggests that they might have had something to teach a print sales rep the secret for finding profitable opportunities:
Tell me what you want, what you really, really want.
There you have it. Thank you Ginger, Cumin, Rosemary, and Clove (or whatever). The rest of the song is far too painful to be recalled or their correct names researched. Those memories need to stay buried. But if you have that annoying song playing in your head over and over again and you heed its advice: you have taken the first step towards selling at your price.
Here’s the lesson: By asking open-ended questions as to the client’s business needs and the purpose/goal of the piece, a better print solution can be sold and without the burden of quoting a price like the other lemmings.
Put that lesson to music, play it again and again. Now you’ve got something worth listening to!
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Bill Farquharson can be reached at (781) 934-7036 or firstname.lastname@example.org