Why Are Printing Salespeople So Frightened to Negotiate?
Do you sell a commodity?
That seems to be the view that many print sales people take. They are selling something that is exactly the same as everybody else. So if the competition offers the same product or service cheaper, then the only way to win the business is to reduce your price.
This sales behavior is leading to a relentless race to the bottom. After all, there is always a cheaper price.
What is really happening when a buyer tells you they have a cheaper price?
If the buyer really can find the same product cheaper elsewhere, then why don’t they just go and buy it there? If they are asking you to match or better the price that means they are interested in working with you. You are offering something better than the other supplier.
At this point you have a chance to negotiate. You may have to give way on price a little. But there is a lot you can ask for in return.
Many people are frightened at the prospect of negotiation
They don’t know what to say. There’s a simple reason for this: they don’t have a negotiation system. In my next few articles I will be sharing some useful negotiation tactics with you.
If you can’t wait, learn my complete seven stage negotiation system in The Print Industry Negotiation Handbook. Many people save many times the price of this book in their first negotiation.
Naturally, this book is risk-free: it comes with a cast-iron 30 day money back guarantee.
PS 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 at http://profitableprintrelationships.com/e-book/ You’ll also receive my regular “Views from the print buyer” bulletin, full of ideas on how to sell print effectively.
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."