The Right Way to Call Print Buyers
7. Don’t sound “canned.” Some salespeople sound like they’ve given the same pitch over and over again without a change in the script. That’s just lame.
8. What’s the ace up your sleeve? If you have a referral from a friend or colleague, you’re golden—at least for the initial call. What else would impress a print buyer? Lots of things come to mind. You were a buyer once. You worked in the same industry—or company. You share a hometown or home state (that’s where social media research comes in handy).
9. Offer to follow up with an e-mail. When I reach someone who’s too busy to chat, I offer to send an e-mail with lots more detail about why I’m calling. They always say yes.
I hope these tips help. Try and take the “sales” out of your sales calls. Doing research first is the most important tip I can give you. In my upcoming PI column, I’ll go into more detail about all of these suggestions.
Long regarded as a print buyer expert and trade writer, Margie Dana launched a new business as a marketing communications strategist with a specialty in printing and print buying. She is as comfortable working in social media as she is in traditional media, and now she’s on a mission to help clients build customer communities through carefully crafted content. Dana was the producer of the annual Print & Media Conference.
Although she has exited the event business, Dana is still publishing her Print Tips newsletter each week. For more details and to sign up for her newsletter and marketing blog, visit www.margiedana.com