Why the Average Print Sales Email Fails
Most sales e-mails I receive from printing companies are focused on one thing
They focus on themselves. They talk about their great service and their fantastic quality. If you are particularly unlucky you may receive information about the company’s history, pictures of machinery or a lot of technical information.
What’s the problem with this?
Simple: it leads to price wars. If everyone sounds the same, then price becomes the differentiator. And there will always be someone who offers a lower price than you.
So what’s the alternative?
Make the e-mail about the customer, not you. Talk about their challenges and how you can help them. And make sure that you write something that is very specific to their sector.
How do you write an email like this?
I recommend the TPD Principle. I’ll tell you more about it in my next column.
Find out more about the TPD Principle
Check out How To Stop Print Buyers Choosing On Price. The premium version includes the complete toolset that I use when creating TPD messages with my clients.
Also 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. It’s free and you can unsubscribe at any time.
The preceding content was provided by a contributor unaffiliated with Printing Impressions. The views expressed within may not directly reflect the thoughts or opinions of the staff of Printing Impressions. Artificial Intelligence may have been used in part to create or edit this content.
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- Business Management - Marketing/Sales
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."
