I recently made a prediction to my newsletter list. I said that 20% of print companies would no longer exist by the end of 2013. I said that one in five print companies would go bust this year. This is a horrible prediction for me to make. I love the print industry. I hate seeing so many good companies go under. Nevertheless, I see 2013 as the final year for many traditional print companies.
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.
Why your sales message can help a prospect choose another print company (even if you’ve made a great pitch)
Can you imagine creating a great sales message to engage your customer? It focusses on a small target audience. It highlights a key pain. And it shows that you have a fantastic solution to this pain. Can you imagine seeing the buyer’s eyes light up as you explain this to them. Can you imagine the buyer exclaiming that this is exactly what they need? And can you imagine the buyer going to another printer and asking them to provide your solution? Wouldn’t you feel disappointed, frustrated and robbed of your rightful job?
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)
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.
Why I paid 12.5% more than the lowest quote for a recent print job (and was happy to spend the extra)
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.
Do you ever worry that you will get crushed by falling scaffolding? Many people look refuse to walk under scaffolding, just in case. They make a point of walking round all scaffolding. But the chances of being pulverised by steel bars is pretty small. Scaffolding installations have to be built according to a strict process. There’s a set way to build up scaffolding. The workmen have to carry out set steps in the right order. It is this process that ensures that they have safe results every time.
Do you find print sales a hard slog? Do you feel that buyers are only interested in the lowest price? Do you feel that there is nothing you can do about this? I have just released The Print Industry Negotiation Handbook. I did a lot of research work for it. And I saw a number of situations where buyers did not choose on the lowest price.
“Are they very old Daddy?” My young daughter is fascinated by dinosaurs at the moment. There’s nothing more she’d like to see than a dinosaur flying by! I have to remind her that they are extinct.
Do you remember school? Do you remember getting your reports from your teachers? I remember one teacher who always wrote the same report: “Could do more”. It seemed that most people in my class received this report. But now I realise that it is a great piece of advice to remember.
Lower! Cheaper! Prices slashed! Have you seen how many supermarkets always sell on price? It seems that they think they can only get customers by being cheaper than the competition. The trouble is that now most people choose their supermarket only on these messages. And that’s bad news for the supermarkets.