The fourth myth of print sales: it’s the customer that makes it all about price
The more urgent the job, the later the files. A printer is only as good as the last job they delivered. The customer will have conveniently forgotten what you said to them, unless you have it in writing. These are just some of the things that I have heard printers say about customers. I think we all agree that they have more than a grain of truth in them! Here’s another thing that I hear printers say about customers: The customer makes the sales conversation all about price. But this is one that I don’t think is so true. In…
The third myth of print sales: prospects are fascinated by the features and benefits of your company
I love all the features of my car. I like the 170 bhp engine which makes acceleration so easy. I like my 18 inch alloys which hold the road so well. I like being able to control the contents of my iPod from the steering wheel. And the climate control keeps the temperature just right. I have to admit though, I didn’t need the parking sensors. Their constant beeping drives me up the wall. The car salesperson did an excellent job on me. He sold me on all the features and benefits of the car. But it’s a very different…
The second myth of print sales: relationship selling brings in the business
Have you ever seen a print sales person imitate a goldfish? This happens to me a few years ago. He wasn’t expecting the answer that I gave him. His mouth opened, then closed but nothing came out. He went all goggle eyed. The reason for this fishy behaviour was because I said a single word to him: “No”. The print sales person had just changed companies. He had made a big deal to his new manager about all the loyal customers that he had. But I had just told him that I was staying with his original company. And by…
The first myth of print sales: more sales activity creates more profit
If you throw enough mud some of it sticks This is a saying that I hear a lot when I’m talking to print salespeople. They are focused on creating as much activity as possible. They are contacting as many customers as possible as many times as possible. The main object is to get a lot of quote requests. These salespeople work on the basis that the more prices they give out, the more work they are likely to book in. You have to admire these people. They are slogging away in a difficult market place, day in, day out. It…
How the seven myths of print sales are destroying our industry
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.
How to increase print sales by mentoring your customers
Some years ago, I was a confident print young print buyer. I was achieving good results for my company. I was technically aware. I thought I knew it all. And then I met my new manager. He had had a long career in purchasing. He showed me just what I could be achieving. Under his guidance I learned a lot and achieved much more than before.
Why failing to educate customers can lead to print companies going bust
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.
Why using e-mail can cost business big money
Do you hate extra costs? I have been staying at a lot of hotels recently. The room charge that I am quoted is rarely what I end up paying. They manage to find a whole host of extras. Just for starters, there are internet charges, parking charges and room service charges. The list is endless. But it’s very easy to miss these extra costs when you book in at a hotel.
The bedtime story principle – how to create great marketing content that your audience wants to read
I’m really not keen on fairy princesses. Fairy princesses are too pink for me. They live in an unrealistic world. I’m just not interested in them. As a grown up man, you would think that I would be able to avoid them. But I have a problem.
How to create killer content: three ways to make sure your customers stay engaged with you (without cold calling)
Can you imagine a busy newsroom? Reporters are frantically chasing up stories on the phone. The place is noisy with the clattering of computer keyboards. Above all, there is a sense of urgency. The pages for the next edition must be filled on deadline.
