Moving Away From Commodity Print Sales Workshop

These days, everyone is being told to stop selling print

Being a printer is no longer enough. It’s hard to interest buyers if you just put ink on paper. If you want to make money you need to start selling solutions. You need to rebrand your company as a marketing services provider. You should be telling your customers all about your web to print solutions and how you can create great multichannel marketing campaigns.

The trouble is, it’s a lot easier to talk about this than to do it. Selling these sorts of services requires a very different mindset to selling ink on paper.

How do you sell these solutions to a prospect who has never heard of multichannel marketing?

There are companies that sell solutions highly effectively. I have spent considerable time researching some of these companies. I have studied the strategies that they’re using. I have looked at why they are effective. I have also been spending time working out exactly how these can be applied in the print industry (because unfortunately, very few of these companies come from the printing sector.)

Now I have created a system using these strategies. Any printing company can put this system into practice.

Announcing the Moving Away From Commodity Print workshop

In this workshop you learn how to create proposals that work for print solution sales.  You will learn how to increase conversion rates and sell at higher prices.  You’ll also learn how to create great, long-lasting customer relationships.

That means you’ll have a much higher chance of getting your customer to say yes.  You’ll be able to book more business at higher profit margins.  Your company will have more customers.  And you’ll receive more commission.

Who is this workshop for?

This workshop is aimed at sales people who are looking to make a move into solutions selling.  The strategies in this workshop are ideally suited to products such as web to print, workflow management solutions or cross media solutions. If you are not selling these services, this workshop is unlikely to be for you.

Delegates will benefit if they have previously attended the How To Stop Buyers Choosing On Price workshop.

“I was concerned the link with Apple was tenuous”

However, the case was made very well for moving print sales from volume to value, with some practical, implementable ideas to help the transition.

What I liked most was the clarity of the presentation; fewer words on screen which helped listening to and engaging with Mathew during the workshop, appropriate use of imagery to make and back up points and the clear, concise presentation style

The key benefits to me were:

  • Helping traditional print sales people move towards solution and value selling which is a very different skill
  • The novel concept of productising services to make them more accessible and easier to understand for customers and as a result easier to sell
  • Understanding the need to put a value against the additional services and their benefits rather than giving them away in order to get a print order

I wholeheartedly would recommend Mathews workshop. He explains clearly why there is a need to change and then delivers on simple techniques and approaches to make the changes necessary to make a profit and deliver value to a customer by sell marketing services and not just print.

Mathew is a true champion of print and the printer. He is dedicated to helping print industry survive and adapt to the challenges of the digital age, delivering a valued service and product with passion, and that is exactly what he does.

Mike Newman, Director, Intelligent Outsource

What will you learn?

The day will focus on three main topics:

Creating value

Many prospects (and many sales people) do not value the true worth of what you are selling. It is often assumed that solutions such as web to print should be given away for nothing in order to get print business. In this section of the workshop you will learn about the concept of price anchoring. Price anchoring allows you to raise prices. You’ll discover how to use it.

Selling products

Most companies sell solutions as a service. The trouble is that this can make it very confusing for a customer. You will learn why it is important to set out your services as a product. You will also learn the yes-yes principle: this strategy allows you to easily raise prices by 10% or more.

Customer journeys

How do you get customers to stay loyal and to continue valuing what you offer? You’ll discover how to achieve this by using upsell paths.

At the end of the workshop you’ll be able to set out an effective proposal for added value services. Customers will understand and buy into what you are offering. You’ll also understand how to charge more for these services. You will have a strategy for keeping your customers for longer.

You will also learn

  • How Apple makes so much profit in a commodity market and how you can do the same
  • Why you should use exactly the same techniques that many law firms do when they are negotiating compensation for their clients
  • The sort of buyers that you should be targeting
  • Why most customers cannot set a price and how this helps you
  • Why you should stop offering the customer everything at once
  • What are customer journeys and why you should be creating them
  • A practical action plan to make sure you plan your sale in the right way

Here are the details of the workshop

This is a full day workshop.  Attendance is limited to a maximum of eight 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-workshop 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.
  • There is a 30-day e-mail help line after the event.

The workshop is run at a venue of your choice.

Booking details

To find out more or to check availability please contact us or phone us on 0845 6521572 .

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