Imagine that you are going to a travel agent. You want to book the holiday of your dreams. You are all fired up about the beach or the hotel or the scenery or the food. Imagine if, instead of talking about the holiday, the travel agent started telling you about the plane. They told you about the fuel consumption. About how they were now able to heat meals three minutes quicker. And about the safety processes that the pilot went through before take-off. Would that want to make you use that travel agent? Most people would decide to choose someone…
Chocolate cake and cheese? Lullabies played by hard rock bands? Wearing bathing costumes in snow? Some things are just wrong. And “This is wrong” kept going through my head last Christmas when I was receiving Christmas cards from print companies.
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 the most successful print companies tell their customers what to do – and why this makes them more profitable
Do you ever put together flat pack furniture? I don’t know about you, but when I first look at all the bits I tend to find it rather scary. There always seem to be all sorts of odd pieces and I’m not sure where to put them. And then I read the instructions. And suddenly everything falls into place. Everything is simple. But without the instructions I’d be totally lost.
Price, price, price! I hear an awful lot of conversations at the moment about print buyers becoming ever more demanding on price. It is certainly a tough market out there.
How many people are you connected to on LinkedIn? The answer may not be as straightforward as you think. I am highly networked on LinkedIn. I have 1,430 connections. But what is much more interesting is what is known as my second level network. This network consists of people to whom my connections are directly connected. According to LinkedIn I have 335,100 of these connections. That’s 1/3rd of a million people to whom my connections could introduce me. Suddenly it seems that I could know a lot of people. And that’s a lot of potential prospects. Naturally, not everyone uses…
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.
I bought a very useful e-book recently. But it wasn’t just the contents that were useful. I was also impressed by the way that the company cared for me afterwards. I received a number of e-mails. They made sure that I was putting the contents of the book into practice. And that I was benefitting from the results. I was so impressed that I had no problem in writing a glowing testimonial when asked. And I recommended the book to others when it was suggested.
The Olympics are coming to the UK soon! Winning a gold medal is the sports person’s dream. So there is a lot of training going on at the moment. After all, the more training they do the more likely the sports person is to win that gold medal. It makes sense: the more effort you put in the better results you will get.