Three Shades of Selling, from Horrible to Great
I guarantee I wouldn’t have found it on my own, because it’s not my usual taste. Yet she listened, asked all the right questions, and came up with the perfect necklace.
Surely you see the connection with print sales. Long gone are the days when a sales rep can act like an order taker and expect to get new business by just being there. Get inside the customer's situation. With a few key questions, a genuine interest, and creative ideas about what your company can produce, you can impress a brand-new prospect to trust your judgment.
I don’t pretend it’s easy to sell printing these days. But I believe that every customer wants to be heard. Sometimes we don’t come right out and give you the whole story that would speed up the sales process. You have to almost tease it out of us, all the while listening and learning more about us.
Saleswoman number three found out very quickly the circumstances of my intended purchase to help her zero in on the best suitable pieces within my budget.
How would your sales reps stack up in the “new customer experience” department?
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