sales strategies

What printers can learn from travel agents – how to improve print sales with three focus points

Posted by Matthew Parker

Imagine that you are going to a travel agent.  You want to book the holiday of your dreams.  You are all fired up about the beach or the hotel or the scenery or the food.

Imagine if, instead of talking about the holiday, the travel agent started telling you about the plane.  They told you about the fuel consumption.  About how they were now able to heat meals three minutes quicker.  And about the safety processes that the pilot went through before take-off.

Would that want to make you use that travel agent?  Most people would decide to choose someone else to manage their holiday.  They wouldn’t trust the travel agent to understand their needs and give them the right service.  The travel agent was not focussing on their interests.

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How print companies force buyers to choose on price (and three ways to improve your sales message)

Posted by Matthew Parker

I’m tired of hearing the same old message from so many people in the print industry.  I’m tired of hearing that buyers are driving down prices.

Some of you may think that I’ve lost the plot here.  After all, print prices are steadily declining.  Isn’t that down to the actions of buyers?

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Why print companies that want to reduce sales costs need sticky customers

Posted by Matthew Parker

Do you have an iPhone?  Or an iPod? Or an iPad?

If you have an Apple device like this you’ll be wedded to iTunes.  Every time you purchase some music or an app, you’ll be doing so from the iTunes and app stores.  And Apple will be making a profit.  But it’s difficult to avoid purchasing from them.  To get the best from your device, you need to purchase through Apple.

You’re a sticky customer.  You keep coming back for more.

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How to use case studies to create compelling print sales pitches (why your customers will find it hard to say no to your multi-channel offerings)

Posted by Matthew Parker

Do you like watching detective shows?  Or reading crime novels?  It is fascinating how the detective puts together clue after clue.  And at the end they have the proof that catches the criminal.

Printers should think like detectives too

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Why the most successful print companies tell their customers what to do – and why this makes them more profitable

Posted by Matthew Parker

Do you ever put together flat pack furniture?  I don’t know about you, but when I first look at all the bits I tend to find it rather scary.  There always seem to be all sorts of odd pieces and I’m not sure where to put them.

And then I read the instructions.  And suddenly everything falls into place.  Everything is simple.  But without the instructions I’d be totally lost.

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Why I paid 12.5% more than the lowest quote for a recent print job (and was happy to spend the extra)

Posted by Matthew Parker

Many print companies tell me that print buyers only choose on price.  And that print buyers are only interested in the lowest quote.  Everything is about price.  And printers must focus on providing the lowest prices.

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How print companies CAN get higher prices – case study 1

Posted by Matthew Parker

Price, price, price!

I hear an awful lot of conversations at the moment about print buyers becoming ever more demanding on price. It is certainly a tough market out there.

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How type 2 referrals can increase your print sales by 25%

Posted by Matthew Parker

How many people are you connected to on LinkedIn?

The answer may not be as straightforward as you think.  I am highly networked on LinkedIn.  I have 1,430 connections.  But what is much more interesting is what is known as my second level network.  This network consists of people to whom my connections are directly connected.  According to LinkedIn I have 335,100 of these connections.

That’s 1/3rd of a million people to whom my connections could introduce me.  Suddenly it seems that I could know a lot of people.  And that’s a lot of potential prospects.

Naturally, not everyone uses LinkedIn (although, in my opinion, you should).  But this theory applies to people you know in real life as well.  How many people do your business contacts know?

How many of those people might be interested in buying print from you?

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How three questions will get you great testimonials from your print customers

Posted by Matthew Parker

Sometimes I just don’t believe what my four year old daughter says.

Occasionally she is trying to get out of trouble!  But more often than not she isn’t telling fibs.  She has just changed things round a bit.  And that is because she is saying what she thinks I want to hear.

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How a customer can be your best sales person

Posted by Matthew Parker

Do you like cold calling?

If you do like it, you are one of the lucky few who can get the most out of this activity.  Most printers that I know are just like me.  They will come up with any excuse to try and avoid picking up the phone to someone that they don’t know.  I’m not afraid to admit it.

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