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.
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?
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.
“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 like free lunches? I have a friend who gets free sandwiches at least once a week. She also gets drinks and cakes for nothing. Does this sound too good to be true? Actually, my friend is a mystery shopper for a chain of sandwich shops. She gets free lunches. And they get feedback on exactly how their shops are operating.
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.
I love it when people start talking to me. That’s when I really get to know them. Before I met my wife, I went out on a few dates. And I wanted to get to know the women I was dating. I wanted to learn all about them. I wanted to get them to tell me all about themselves.