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.
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?
Do you want to find out more about what makes Apple tick? Here’s a great interview with their chief of design, Johnnathan Ive. John Arlidge, the interviewer, gives us a real sense of the culture at Apple and what drives one of their chief innovators. Just like journalists, print sales people can gain great insights by interviewing people. But, rather than current affairs or technology, their insights will about their customers.
Would you be able to plan your Christmas in just 30 minutes? I was told about a couple who entered a supermarket only 30 minutes before it closed on Christmas Eve. The husband raced round to get all the ingredients for their Christmas lunch. Meanwhile, the wife was busy buying presents. I hear they made it to the checkout with seconds to spare! However, I can’t help thinking that it was all a bit of a rush. Surely things would have been more enjoyable if they had done some planning first.
The pdf is a curse for the modern print industry. The very advantages of the pdf create problems for print companies. A pdf is a small file that is easy to send. It is portable and convenient.
Do you believe in the tooth fairy? My daughter recently lost her first tooth. She carefully wrapped it up and placed it beneath her pillow. It was great to see her excitement the following morning as she unwrapped the paper and found a shiny coin. I love being able to give her pleasure through the story of the tooth fairy. But the time will come when she no longer believe in tooth fairy. You and I know that the tooth fairy is no more than a myth.
I have an important duty as a parent. It is my duty to educate my daughter. It is my responsibility to make sure that she behaves properly. It is my responsibility to make sure that she understands how to interact with other people. And it is my responsibility to make sure that she is capable of leading a fulfilled and happy life when it is time for her to leave home. But parents are not the only people who must educate in this way.
Call. Next call. Next call. We all know the life of many sales people. It’s one cold call after another. It’s a constant slog to get new prospects interested and then to keep in contact with them. But there is another way.
It’s Valentine’s Day this week. I hope you have prepared your significant other a nice card. Perhaps you have also bought them a small gift. Or are planning to have a nice meal with them later. Relationships are important on Valentine’s Day.
I remember the first print job that I placed when started my company. The first client is always an important client. I was desperate to please them. So imagine my dismay when I received a phone call asking where the job was. Things got worse. The printer had not chased up for proof approval. So the job hadn’t hit the presses yet. The paper hadn’t even been ordered.