Ever wonder what you should be saying to a printing customer? How do you start a dialog without sounding dry and boring? Are you tired of asking, "You don't have any printing today do you?"
Questions should generate conversation that is a two way street. You want to find out what your customer does and the customer wants to find out what you do. A good question to use would be "What printed material do you use to communicate to your customers?" That question would be quickly followed with "May I see samples?"
As the customer outlines what he uses to communicate, a printer will see what printing is done, how often it is done, and find out how effective it is. A savvy printer should be able to identify what printed communication products might be missing, how the current printed products can be improved, and how the printed products can be coordinated to provide a bigger impact on the customer.
What? No newsletter? That might be something that would help the customer sell more. All the customer's products described in one brochure? Perhaps a brochure should be created for single products so the reader is less confused and the product can be more targeted.
At the same time, the printer can be demonstrating his expertise. The printer should be able to provide the customer samples with what the printer is using to communicate with his customers. The printer can lead by example. If a printer is going to talk about printing marketing pieces for a customer, he should have his own marketing materials to use as examples.
Successful printers get out in front of their customers and drill down to get the information they need to make sales easier. It isn't a stilted speech. The information is found with a conversation that lets the customer know he is dealing with a profession.
Tuesday, September 8, 2009
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