You Don't Have to Sell Print Cheap
We've been told we have to sell print as low as possible
It's the only way to beat the competition. The cheapest price is the one that gets the job. Buyers only care about price. Undercut the competition and you've won.
That's what goes around our industry every day. If everyone is talking about price, it must be the best way to win a job. Or is it?
Here's a different approach
One of my clients focuses on ultra-fast turnaround of jobs. Their clients are in trouble. They need print quickly. If they don't have it in a few hours, they are in trouble. They are prepared to pay for a quick delivery. There are also a few other elements that make this message even more compelling but I don't want to give away their entire sales strategy!
When I tell people about this approach, I often get asked the same question.
Can you get enough customers this way?
This approach certainly doesn't work for every customer. However, there are enough people in trouble at any particular time to make this a very viable market.
Sometimes it is better to specialize in a very focused market. It can help you create much more profitable results.
P.S. 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. 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” where you learn how to create sales messages that win higher profit customers.
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."