A Warning About Being Too Technical When You Sell
We've all been told not to get too technical when we sell
These days, clients don't know much about the technical side of print. They don't care much either. So if you spend your time talking about different presses and processes they are unlikely to care.
But what happens if your equipment is ideally suited for a project?
Surely it's time to educate the customer? They need to know why you are the ideal company for this job.
If all you're doing is selling the features and benefits of digital or flexo or offset, your customer loyalty will be short. They will soon move on to the next company with better features than you have.
Stay away from selling features and benefits
The customer doesn't want to hear about these. They want to hear about how you can help their business results.
P.S. Find out more ideas on how to engage with today’s buyers: download my free e-book “Ten Common Print Selling Errors and What To Do About Them” right now. You’ll also receive my regular “Views from the print buyer” bulletin, full of ideas on how to sell print effectively. Also, check out my book “How To Stop Print Buyers Choosing On Price” where you learn how to create sales messages that focus on business results.
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."