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What printers can learn from travel agents – how to improve print sales with three focus points

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…

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 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.

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.

How print companies CAN get higher prices – case study 1

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.

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