What Customers REALLY Want: How One Professor Uncovered 51 Proven MSP Sales Objectives
This list is pure ammo for print sales reps who research their customers and can now pinpoint the objectives to target their specific needs. It provides the ice breakers to open new doors and reach niche vertical markets.
Some of these objectives your sales professionals can use include:
1. Maintain and develop a brand image, both on a national and local level (different concerns for versioning and personalization at these two levels).
2. Provide a completely automated system to create a print campaign online and automate the postal prep and mailing.
3. Reduce the costs (by reducing time, effort, storage and waste) and improve turnaround time involved in producing and distributing marketing collateral and support documentation (through the use of a Web-to print portal or managed fulfillment services).
4. Create an automated lead generation program to build and manage prospecting.
5. One element of the campaign was designed to drive people to the Web to create an interactive customer experience.
Applying these Objectives
Once you’ve researched and identified your customer’s needs, what do you do next? There are a number of ways you can make your sales pitch to a company, but John recommends that the first communication be a personal phone call followed by an email or even (gasp!) a hand-written letter. That’s right, folks. Sales professionals everywhere are saying that the letter is making a comeback, which is certainly music to printers’ ears.
If you want to learn more, John is presenting a session at the 2014 Print Leadership Summit, “Get Your Foot in the Door: Strategies to Target Your Top Verticals.” Registration is open for this event, happening June 2–3 in Dallas, at www.printing.org/PrintLeadershipSummit.
