Why it’s important to state the obvious when you sell

Part 5 of 6 lessons about selling print learned from a visit to the pub

“Warning: Metal post exposed. Please be careful”

There was a nearby broken table in the pub when my friend and I sat down with our drinks. This was the sign that was fixed to fixed to the top of the metal post where there should have been a table top exposed.

Our first reaction was: “Is this really necessary?” It seemed to be stating the blindingly obvious. It was clear that there was a metal post at this point. It wasn’t hidden or in bad light. It was standing out in the middle of the room.

These days there is a legal requirement to warn people about hazards. I’m sure that if anyone had been unfortunate enough to have an accident, the notice would be necessary to prevent a compensation claim. But, legal issues or not, there is still a good reason for putting up this sign.

People need to be told the obvious

Continue reading

Will you lose customers because you don’t use enticement?

Part 4 of 6 lessons about selling print learned from a visit to the pub

Pubs have to work hard to keep enough business

Loyal customers make up an important part of every pub’s turnover. If a pub does not have a large group of faithful customers who keep on visiting regularly then it is doomed to failure.

The pub that I visited recently does a lot of activity to make sure that their regulars keep coming back. This pub is located in the middle of a city, so pub goers are more fickle than if the pub was in in a smaller town. They are more likely to visit more than one pub in an evening. Alternatively, they may choose to go to another venue on another night. So the pub has to work especially hard to attract regular custom.

The thing that was immediately noticeable on my visit was the table football. This takes up space that could be occupied by another table and chairs. But it is also a well-used attraction. It certainly brings customers back to the pub, as I don’t know anywhere else in the locality where you can enjoy beer and table football.

The table football is not the only attraction for regular customers. The pub also runs quizzes and music nights every week. They make sure that their customers have plenty of reasons to keep visiting the pub on a regular basis.

What do you do to make sure your customers keep coming back?

Continue reading

How to create better print profit margins

Part 3 of 6 lessons about selling print learned from a visit to the pub

Have you heard of a beer bat?

A beer bat is a small wooden plank with three holes in it. Each of the holes holds a small glass of beer – usually one third of a pint. The idea is that, instead of having a large glass of a single beer, you get to taste three different beers.

I like to try lots of different types of beer. So when I went to the bar I was delighted to see that this pub offered beer bats. I ordered one and was surprised but pleased to find that it cost exactly the same as a pint of beer.

I think the beer bat was under-priced

Continue reading

How to stop a prospect from buying

Part 2 of “6 lessons about selling print learned from a visit to the pub”

Here’s how to put my friend off his beer with one word

If you mention citrus he will automatically refuse to taste it! He is also keen to avoid any beer that mentions mango, passion fruit or grapefruit. I suspect that it actually has nothing to do with the taste of the beer. He simply dislikes that sort of description.

When we went to the pub on our recent visit we discovered a dark beer that was supposed to taste of roasted malt, coffee and grapefruit! That immediately stopped my friend from ordering it, even though he loves dark beers.

Sometimes, we put people off buying even though we think we are encouraging them

Continue reading

Don’t give your customers too much choice

Part 1 of “6 lessons about selling print learned from a visit to the pub”

What’s the first thing you do when you enter a pub?

Most people head straight for the bar and choose a drink? And at the pub I visited, there was plenty of choice! I counted at least twelve beers on tap, plus bottled beers.

Naturally, that left me with plenty of decisions to make. Continue reading

6 lessons about selling print learned from a visit to the pub

Do your customers drive you to drink?!

I’m very lucky: I love all my customers and they rarely give me problems. Having said that, I am partial to a beer or two. So I can occasionally be seen visiting a good old British pub.

A few weeks ago, I visited a local pub with a friend of mine to have a catch up and enjoy a few drinks. We were intrigued by a sign that we saw near our table. We then had a discussion about whether this notice was necessary or not. Our conversation about the sign led me to draw some parallels with the print industry. You can find out more about these in the fifth part of this series.

Before long, I was finding parallels all over the place between the pub business and the printing industry. Continue reading

Change your sales results next week!

Welcome to 2017!

It’s the start of the New Year. So it’s time to start planning what you are going to do to make 2017 your best year ever!

Remember, it you want to achieve better results this means doing things differently. Here are three things you can do to get your year off to an excellent start:

Decide to carry out some different sales activities from last year

Continue reading

Why you will lose sales if you keep on doing the same old thing

Here is a proven winning strategy

It’s called the aggregation of marginal gains. It is covered in an excellent article by James Clear. Here’s what he had to say about it:

“In 2010, Dave Brailsford faced a tough job.

No British cyclist had ever won the Tour de France, but as the new General Manager and Performance Director for Team Sky (Great Britain’s professional cycling team), Brailsford was asked to change that.

His approach was simple. Continue reading

Why closing the deal doesn’t work

Sales people are always being told to close the deal

There is no shortage of advice for sales people on this topic. Apparently, if you say the right sentence you can move straight into closing the deal. Here are some of the phrases that are recommended according to one blog article that I read recently:

“Is there any reason, if we gave you the product at this price, that you wouldn’t do business with our company?”

“So when should we get started on implementation?”

“If we throw in [freebie], would that convince you to sign the contract today?”

“Why don’t you give it/us a try?” Continue reading

Why “closing the deal” doesn’t work

Sales people are always being told to close the deal

There is no shortage of advice for sales people on this topic. Apparently, if you say the right sentence you can move straight into closing the deal. Here are some of the phrases that are recommended according to one blog article that I read recently:

“Is there any reason, if we gave you the product at this price, that you wouldn’t do business with our company?”

“So when should we get started on implementation?”

“If we throw in [freebie], would that convince you to sign the contract today?”

“Why don’t you give it/us a try?” Continue reading

Buy YOUR copy

Print-sales-tips

How To Stop Print Buyers Choosing On Price will help you improve your print profits. Click the image to find out more and get your copy right away.

Improve print sales

Free E Book

Download "Ten Common Print Selling Errors and What To Do About Them" (worth £19/$29) absolutely free and receive practical articles as well.

Sell with social media

social-media-sales-marketing-printing

Download this practical guide (worth £19/$29) absolutely free and receive regular "Views From The Buyer" - including tips, case studies and great stories (Click the cover to download)

See Matthew Speak

See Matthew Speak

The Print Show - Birmingham, UK, October 11-13
UKDPN Conference - Coventry, UK, October 22