Watch this short video on the power of pain and how it can be used to successfully sell print. Download your free copy of “Ten Common Print Selling Errors And What To Do About Them” (worth £19/$29) right now
We live in a world of change Incredible as it may seem, the first mobile phone call made in the UK happened as recently as 1985. Nowadays it is unthinkable that a sales person would be able to operate with out a mobile phone. LinkedIn launched in May 2003. Twitter started up in March 2006. Google Plus only went live in June 2011. For many sales people, social media networks such as these are as important as a mobile phone. They would not achieve the same sales results without these networks. Social media is now a vital sales channel. Here’s…
We all know that everyone is a little bit different Some people are tall. Some people are short. Some people dress smartly. Some are scruffy. Some people are very formal. Others are more relaxed. There is a novel way in which people are different, too.
I am a dinosaur I used to work as a professional print buyer. My full-time role was to deal with the print supply chain. But now there is no call for people like me. The role of the print buyer is extinct. Whenever I run sales workshops I ask if anyone still deals with full-time print buyers. It is extremely rare that anyone raises their hand at this point. Few companies even deal with professional procurement people. These days, the purchase of print has been passed down the line.
There is a new breed of printing companies these days Suddenly, there is a whole group of printers who have stopped selling print. Nowadays, it’s all about the data. Data means you make a decent profit margin. Data means that you become much more interesting to a customer. Data is the route to stop being a commodity manufacturer. It’s the way to become a service provider. In theory, the combination of data and print creates a compelling sales proposition.
What would you do to attract the perfect partner? Imagine that you are single. Imagine that you are at a party or an event. Across the room you see someone that you really like the look of. Someone that you’d like to get to know better. How would you stand out? How would you make yourself as attractive as possible to that person?
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.
Do you want to hear a scary statistic about customer service? 80% of businesses believe that they deliver superior customer service. However, only 8% of customers believe that they have experienced superior customer service. (See http://socialfresh.com/customer-service-social/ ) That’s quite a difference in customers’ and companies’ understanding of customer service. It also demonstrates an important rule in selling printing services.
We live in a time-poor world Everyone is constantly telling me that they never have enough hours in the day. By the end of the week there is still a huge amount left on our “things to do” list. What can we do to makes things better? I have one simple suggestion to this.
Why should printing companies care about supermarkets? In the UK, the supermarkets have now all revealed their trading results. There were some companies that suffered this year. Others had surprisingly good results. As expected, the supermarkets with the lowest prices, such as Aldi and Lidle, did well. They expanded their market share. But it wasn’t just the price cutters who were the winners.