How To Stop Print Buyers Choosing On Price masterclass – Dubai, 11th May

Sometimes it feels like every conversation is about price

That’s all buyers seem to be interested in.  They won’t talk about anything else.  They don’t want to hear about your company heritage, your quality levels or your web to print software.

Imagine winning business at profit margins you are happy with

If you’re going to compete on price the only way to do that is to cut your own margins. But what happens when price is getting so low that it’s not covering your overheads?  Worst case scenario, if you carry on reducing prices, and potentially having negative margins, your company is not going to be sustainable.

But do you really have to be the lowest price to win?

There is another way.

There are a number of printers out there at the moment who are selling print and making good profits.  These printers have:

  • Clients who will go out of their way to work with them.
  • Clients who are even prepared to pay extra.

Wouldn’t you like to be one of those printers?

Wouldn’t you like to break the cycle and stop ending up in price battles again and again?

Announcing the How To Stop Print Buyers Choosing On Price masterclass

This is how your customers should feel when they do business with you

This is how your customers should feel when they do business with you

By the end of this masterclass you will have a system that will help you engage prospects and customers in a new way. You will find that your conversations will revolve less around price and more around how you can help their businesses.  You’ll find that you are having conversations about value rather than price. You’ll also find that prospects want to use you as their chosen supplier.

You will also find out some different ways of using your message that result in less cold calling and more warm prospects.

That means you will be winning work at higher profit margins.  You will find that customers will be more loyal.  You will using your sales resources more effectively.

What will you learn?

The day will focus on three main topics:

Why buyers choose on price

Many printing sales pitches actually encourage buyers to choose on price.  We’ll spend the first part of the day examining key factors that make conversations price based.  We’ll examine your sales message and actions to see if you might be encouraging people to focus on price.

The three elements of an effective sales message

Negotiation target

Target audience is a vital strategy for print sales. Find out why and how to put it into practice

Most sales messages make print companies sound pretty much the same as the competition.  To attract the serious attention of a buyer, your sales message must have three elements:  target audience, pain and difference.  We’ll go through this message structure in detail.  You will build a sales message for your company based on these principles.

How to set the right goals for a succesful negotiaton

However keen your prospect is, the chances are you will still have to discuss the exact terms of a deal. We’ll learn a four stage system for creating a successful negotiation plan. You will also see exactly how to put the plan into practice so you do not have to give away precious profit margin.

At the end of the masterclass you’ll have a brand new sales message for your most important prospects and customers.  You’ll also understand the process for creating more messages like this.  You’ll also come away with a strategy for attracting new prospects, engaging with them on a regular basis and turning them into customers.

“I was delighted at the level of delegate participation that Matthew was able to extract from my delegates given the initial reluctance of some of them”

Undoubtedly for us, a key strength of Matthew’s is that he knows the industry that we are working in. I’m quite sure that we could find a sales trainer from another industry that would be impressive but giving examples of selling cars, white goods or insurance would not be totally relevant to our market place.

I thought that the TARGET/PAIN/DIFFERENCE (TPD) section provided everyone with a useful tool to enable them to begin doing things differently from the very next morning. Matthew’s presentation style is very engaging for delegates that are a little reticent about being there and so encourages them to participate. The organisation and pacing of the day was perfect and Matthew managed to time frame very well, allowing enough time for discussion but not allowing any overruns.

My goal for the masterclass was to get a team of very different individuals to explore new and different ways of engaging with customers and potential customers. From the initial contact and through planning discussions prior to the day, Matthew just instantly “got it” with all that we were trying to achieve during this day. Booking and the completion of paperwork was also very smoothly accomplished.

Dan Dean, Business Development Director, B&B Press

Here are the details of the masterclass

This is a full day masterclass starting at 9.30am on Wednesday 11th May.  The day will end at 5pm.  It will be held at the Dubai Polo Club. Lunch is provided. This masterclass is brought to you in partnership with Imprint FZ llc.

Attendance is limited to a maximum of 12 participants

This ensures that all attendees receive plenty of personal attention and that there is sufficient time to discuss the issues raised.

  • All delegates will receive a pre-masterclass e-mail briefing.
  • Everyone will work on practical exercises throughout the day.  They will learn by putting theory into practice.
  • Pdf notes are also provided from the day.

Booking details

Places at this masterclass are strictly limited to twelve delegates.  The ticket price is 650 USD. 

Book your place now – there are limited places

Press the “Book Now” button below to book online and pay by credit card. You can also contact to confirm your seat and pay by local cheque, bank transfer or cash, or to discuss a multi-delegate package.

Add to Cart

Please note that if you need to cancel for any reason, we are unable to give refunds.  However, you are welcome to send another delegate in your place.

Bookings are taken by credit card – please contact us if you would like to pay by other methods, but note that it is not possible to reserve places until payment is received.


“Without a doubt your presentation was one of the best I have seen”

You managed to not only grab the attention of the audience but really stimulate some new thinking.

Through your speaking skills you have challenged many of our customers to look at their businesses and how they do business with not just buyers, but their customers in general.

Your presentation skills are outstanding, and you get your message(s) over in such an interesting and engaging manner. 

Tony Gruenke,
Business Development Manager,
Fuji Xerox

" I am getting more quotes so something must have worked…" " The cost of Matthew’s course may seem off-putting. However, my sales message I feel has vastly improved. The part that I found particularly interesting and informative was how to make your sales message have a difference and the benefits of this. My key learning was that potential clients do not want to hear about our machinery or man power - they want to know what we have to offer them. I would recommend his course as I think it can help sales agents use a different method." Laura Wilkinson Sales Executive Whitesprint

"A great communicator, presenter and knowledge expert"
“Matthew is an exceptionally decent bloke with a passion for print that sets him apart! His understanding of the ways of our industry is second to none. He is a great communicator, presenter and knowledge expert.”
Nigel Cliffe, CEO, Cliffe Associates Ltd

"He knows his subject"
“Matthew Parker is a brilliant tutor. He knows his subject. He motivates people to race back to their workplace with renewed enthusiasm for their jobs. They are bursting with self-confidence and new skills.”
Riva Elliott, Managing Director, PMA Media Training

"An expert in his field"
“Matthew is an expert in his field. What he doesn't know about print isn't worth knowing! Matthew is very trustworthy and reliable. I have no hesitation in recommending him.”
Rebecca Arbaud – Attention 2 Detail Ltd

Time out of the office is always an issue for me, and I didn’t want to waste it

But when I attended the How To Stop Buyers Choosing On Price course I discovered a totally different perspective on engaging with new prospects.
It was really helpful to carry out specific work on our own sales message. We’ve tried working with the new message. And we’ve already won a brand new customer as a result of it.
I would recommend this course. It helps you to think a little bit differently about sales strategy.
Emma Capello, Sales and Marketing Manager, Redlin Print Ltd

Extremely delegate-focused I have worked with Matthew for several years now and he has delivered a number of highly successful training events for the IPIA during that time. He is very organised and produces seminars which are full of relevant, useable content. He is extremely delegate-focused and this is borne out by the excellent feedback we have had on all Matthew's training events. Andrew Pearce, CEO, IPIA