Print Sales

Here’s how one printing company convinced me to place a large contract with them

I’ve shared a lot of sales messages from printing companies recently. They have all had one thing in common: they have encouraged me to buy print on price. I’ve received a lot of feedback from these posts. They seem to have touched a nerve with the print sales community.

However, I’ve also been issued a challenge by a number of people.

Give an example of a good sales e-mail

If you want to shake hands on a print deal you need a unusual, engaging sales message. Find out a great example in this article

If you want to shake hands on a print deal you need a unusual, engaging sales message. Find out a great example in this article

To be honest, this has proved challenging! I haven’t received that many good sales e-mails. However, there is one sales message that has stuck in my mind.

A few years ago I was buying print for a magazine publishing company. I had a lot print sales people approaching me. However, this company approached me a little differently. Their opening line has always stuck in my mind:

“Hello Matthew, we are a printing company but we don’t want to print your magazines”

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#UKvUSA: How can printing companies get more work from their customers – a buyer’s perspective

Two continents: US and UK. Two different buying backgrounds: procurement and agency. Two alternative ways of looking at things. I’m delighted to have teamed up with Deborah Corn from PrintMediaCentr to bring two extremely different views to some important print questions. So welcome to Print Buying: #UKvUSA where Deborah and I share information about our experiences from both sides of the pond.

At the end of this post I have linked to Deborah’s answer to the same question. We wrote our answers (each limited to 500 words) without any idea of what the other was writing. As Deborah says: “Maybe we will agree, maybe we won’t, maybe we don’t even see the question in the same way – who knows… that’s the fun part!”

Please do leave comments, thoughts and support at the bottom of this post and on Deborah’s post.   It would be great if also posted your thoughts on Twitter, using the hashtag #UKvUSA Remember to watch out for our answers to another question next month.

#UKvUSA: How can printing companies get more work from their customers – a buyer’s perspective

Everyone knows that winning new clients is costly. It’s between seven and 12 times more cost effective to upsell an existing customer.

So how do you get more from your existing accounts? Here are five ideas. You won’t win more work unless you succeed at the first one. Continue reading

Four ways to improve communication with prospects and customers

Traditional communication often no longer works

Here are some words from an interview that one of my clients carried out with one of their customers:
“If they leave VM messages, I usually delete them. I HATE voice mail but I like email and would usually answer them, particularly if I know them. VM is the worst and it seems dated.”

Naturally, this doesn’t apply to everyone

Some people love the phone and hate e-mail. That’s why it’s vital to find out your customers’ and prospects’ preferred methods of communication.

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13 ways to research your clients and prospects (do you use them all?)

Here’s a little challenge for you

Prospect research is vital. Everybody knows that knowledge is the key to successful sales.

However, I am always surprised at how little many print sales people are able to tell me about their clients. They are often unable to answer basic questions when I run sales workshops.

How much client research do you do? Continue reading

Three ways to improve the effectiveness of your print sales calls

“I should know my prospects better”

That was the conclusion of the Managing Director of a large printing company after he had been on a print sales workshop with me. So what made him reach that conclusion?

We had been working on target audiences. One of the exercises at the workshop was to fill in a simple questionnaire about a key customer. Just like many other attendees, the Managing Director found that he had many gaps on his questionnaire. He had been unable to answer some pretty basic questions.

He admitted to me that he found this lack of knowledge embarrassing. After all, if you are targeting a large account, you should be able to talk knowledgeably about your customers. Continue reading

The three types of pain that can help you sell printing

Posted by Matthew Parker

Imagine that a doctor has just announced some bad news to you

What happens if you suddenly discover that you are suffering from an illness that you didn’t realise you had? You will focus on how to get better. Money is suddenly no object.

It’s the same with sales. Show a prospect a problem that they didn’t know they had and they are suddenly interested in how to solve it. If you can help your prospect solve that problem you are in with a great selling opportunity.

Pain makes it easier to sell print

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What do print customers really want to talk about?

Posted by Matthew Parker

Here’s a one-minute video on a customer’s favourite topic. Make sure you watch it – you may be surprised at the answer (hint – it’s got nothing to do with print!) Please add a comment at the bottom and tell me your thoughts.


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Why social media is not about finding prospects to cold call

Posted by Matthew Parker

b2b-social-media-printing

Social media can be so much more than a telephone directory of prospects to cold call

If you throw enough mud, some of it will stick

There are quite a few print sales people that I have met who believe that there is only one way to meet their targets. That way is to phone as many people as possible.

Most of these salespeople have no time for social media. However, some have embraced it as an excellent way to build contact lists. They spend time researching as many names and numbers as possible from social media platforms. Social media has become their new telephone directory.

It is certainly true that you can use social media in this way. However, I believe there is a far more powerful way for sales people to use social media.

Social media is a great way to create warm prospects

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How social media fits in to the sales cycle

Posted by Matthew Parker

Have you heard of an earth-inverting horticultural implement?

You may not realise it, but many people talk about these regularly. It’s just that they use much simpler language.

An earth-inverting horticultural implement is simply fancy language for a spade!

We often over-complicate things for no reason

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#UKvUSA: What should printing companies sell?

Two continents: US and UK. Two different buying backgrounds: procurement and agency. Two alternative ways of looking at things. I’m delighted to have teamed up with Deborah Corn from PrintMediaCentr to bring two extremely different views to some important print questions. So welcome to Print Buying: #UKvUSA where Deborah and I share information about our experiences from both sides of the pond.

At the end of this post I have linked to Deborah’s answer to the same question. We wrote our answers (each limited to 500 words) without any idea of what the other was writing. As Deborah says: “Maybe we will agree, maybe we won’t, maybe we don’t even see the question in the same way – who knows… that’s the fun part!”

Please do leave comments, thoughts and support at the bottom of this post and on Deborah’s post.   It would be great if also posted your thoughts on Twitter, using the hashtag #UKvUSA Remember to watch out for our answers to another question next month.

UKvUSA_header

#UKvUSA: What should printing companies sell

It’s no longer about ink on paper

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