Pity the print salesperson…when they regularly get the [insert expletive] kicked out of them by their supposed customers. How anyone can do this on a
daily basis is something of a mystery.
Consider this scenario…
Before the salesperson shows up, customers have been all over internet collecting information from and being influenced by online and other print providers. When the print salesperson walks in, the discussion naturally devolves into how the salesperson can beat whatever the online providers offer: options, alternatives, pricing, delivery, free artwork, service 24/7, etc., etc. etc. When telling the customer that the price is higher, the delivery is longer, no one answers at 3AM, no to this and no to that, the salesperson may feel like the Penguin encountering Batman …POW!! ...BOFF!! ...WHACK!! ...BONK!! It’s painful to even imagine this situation.
A sure way for the salesperson to avoid this is type of whoopin’ is to focus on those areas that should be important to customers such as: effectiveness, focus, reach, ROI, etc. Customers won’t find this type information on the internet nor find most competitors ready to discuss such things…vastly reducing the potential for a beat down. If there's no interest in non-price subjects, then there's probably no sale to be had anyway.
The salesperson can test the waters and set a positive tone by opening with a few questions such as:
Actually, there is no problem as long as the salesperson has a friend…we’re your friend.
Consider this scenario…
Before the salesperson shows up, customers have been all over internet collecting information from and being influenced by online and other print providers. When the print salesperson walks in, the discussion naturally devolves into how the salesperson can beat whatever the online providers offer: options, alternatives, pricing, delivery, free artwork, service 24/7, etc., etc. etc. When telling the customer that the price is higher, the delivery is longer, no one answers at 3AM, no to this and no to that, the salesperson may feel like the Penguin encountering Batman …POW!! ...BOFF!! ...WHACK!! ...BONK!! It’s painful to even imagine this situation.
A sure way for the salesperson to avoid this is type of whoopin’ is to focus on those areas that should be important to customers such as: effectiveness, focus, reach, ROI, etc. Customers won’t find this type information on the internet nor find most competitors ready to discuss such things…vastly reducing the potential for a beat down. If there's no interest in non-price subjects, then there's probably no sale to be had anyway.
The salesperson can test the waters and set a positive tone by opening with a few questions such as:
- Is your mailing list complete or are there contacts not included (because the customer couldn’t combine all his/her lists)?
- Can we improve the response by segmenting the recipients and messages?
- How could we increase the value of your message for the recipient?
- Would there be value in tracking responses by location, gender or some other demographic?
Actually, there is no problem as long as the salesperson has a friend…we’re your friend.
