Why Are Print Salespeople Surprised When the Buyer Asks for a Reduction?
A buyer asking for a reduction is hardly unexpected!
So how come so many salespeople do not know how to respond to this? Either they are completely unsure about what to say or they immediately give a reduction. Neither is a great outcome for them!
Preparation is one of the most important elements for many business conversations
Before I have any important conversation, especially if it is one about price, I sit down with a pen and a Post-it note. I think about all the things that might come up in the conversation. I note down how I plan to react to them.
People who use this system will stay in control of their discussions and negotiations. They will have this control because they are fully prepared. Those who use checklists achieve their negotiation goals.
People who don’t use checklists risk forgetting to prepare vital areas. And if they haven’t prepared these areas they risk feeling powerless. They will be unprepared to cope with situations.
What should you prepare?
Here’s a quick checklist for starters:
1) The market
- The print market
- Your competition
- The product/service you are negotiating on
- Pricing levels
- Paper prices
- Alternative specification
- Service levels
- Alternative products
2) Your history
- Previous dealings
- Previous agreements
- The situation – what has happened before now
- The people – what can you find out about whom your are talking to?
3) The negotiation
- Why the other party is negotiating with you
- Why you are negotiating with them
- How you will manage the other negotiator
- How you will manage potential negotiation situations
Do you want to learn my entire negotiation system?
You 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.
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."