Why Do Printing Salespeople Reduce Prices So Quickly?
Many salespeople tell me they don’t sell on price
But their actions tell another story. As soon as buyers ask for a lower price they give in and lower their quote.
Other salespeople are more honest. They admit that they will lower their prices to beat the competition. They believe it’s the only way that they will win work.
If you think it’s a race to the bottom, then it becomes one
Our mindset often dictates the market more than the mindset of the buyer. If we think that price is the most important factor, then we make it the most important factor. There have been many, many times when salespeople have assumed that I am buying on price when that is not the case.
I also see another issue in a price-driven market.
Many salespeople lack the tools and confidence to stop making it all about price
They don’t know how to say “no” if someone asks them for a lower quote. They don’t know what to offer apart from cheaper print.
If salespeople had proper negotiation skills, the conversation could be very different. Look out for my next piece when I share some quick negotiation tips that could change how you act when you are asked to reduce your prices.
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. Also, check out my book “How To Stop Print Buyers Choosing On Price”. Here’s the link: https://profitableprintrelationships.com/online-training-resources/how-to-stop-print-buyers-choosing-on-price/
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."