Tuesday, October 11, 2011

Printer Need To Change The Discussion

The most powerful selling tool for printers is still face-to-face contact with the customer. Mailings and social media are need to soften the customer and turn a cold call into a warm sales call. They help build a relationship with the customer so he is more open to discussing moving his business. The technology tools are used to build a relationship. The personal call is used to discuss specific benefits of using the printer and close the deal.

To be successful, a printer must change the face-to-face discussion from being about the cost of the printing to being about the value of the printing’s results to the customer. Printers can learn a lot about a customer’s needs if they just start  having a conversation about the customer’s business. 

The real issue in the relationship between the printer and the customer isn’t how cheap then printer can sell the customer a product. It is about how much revenue can the customer gain from using the right communication tools. Printers must get the discussion away from pennies per impression to dollars gained in sales from using the printed material. If a new customer means thousands of dollars additional revenue to the printing buyer that price of the printing becomes less of an objection. Printers have to focus on the results of the printing rather than the costs.

When printers start having a conversation about a customer's sales needs, they can uncover hundreds of print and communication opportunities. Does a customer have the print collateral to support the web site? Are QR codes used to drive customers to the Internet? Is mobile marketing available? Is mailing being done to push customers to the web? Each of those questions should lead to answers that include print solutions. A customer doesn't know what he needs until the printer explains the possibilities.

The benefit a printer offers a prospect shouldn't be how much money the prospect will save. It should be that the printed material and distribution will help a customer get more leads that can result in additional sales. Talk to your customers about how they get their leads and how they are attempting to increase sales and you will find a number of products and services they need to buy from you.

1 comment:

  1. Just to add a thought about sales needs - the traditional sales rep role has substantially morphed and all but vanished with the internet. No one shows up with donuts and coffee once a month to show new products and have face time with the customers. That may add impetus for personalized mailings.