Improving print sales

Almost everyone I have been speaking with is looking at sales numbers and measuring their business performance.

Strategies and plans will be put into place to achieve or exceed this year’s goals. If you are getting ready to crank sales efforts by breaking out your prospecting list, here are three stats from the Hub Spot Sales blog to help you sell smarter:

1. More than half of prospects want to see how a product works on the first call

I think this is great news for printers! I am a big fan of showing, not selling. This stat opens the door to put some effort into opening new customer doors with the work you can produce.

Think of creative ways to get samples in prospects’ hands before you call. You can find out a lot about people on social media.

Do they like dogs or cats? What college did they go to? Any recent posts they wrote or shared or liked you can tie a sample to… or create to increase the chance of a connection?

Showing what you can do is imperative, showing what you can do and making it all about the prospect… priceless.

2. Almost 6 in 10 buyers want to discuss pricing on the first call

You have done your homework, sent a stellar sample pack and got the prospect on the phone. Consider that a yes. Stop selling. Now it’s about working out the details.

The longer you put o discussing costs, the quicker the prospect will start distrusting you. My suggestion here is simple – send rough estimates for the samples in the pack, based on a realistic set of three quantities for that prospect, their business or their client list – which you should know.

If you don’t, guess. Another option is to ask the prospect for three quantities so you can prepare rough costs to review during your call.

I prefer the first because it shows you did your research, and in some cases, you can educate a buyer on why you picked the quantities you did based on your technology, or a new technology they have not used, yet.

3. It takes an average of 18 calls to actually connect with a buyer

That is insanity; sales stalking is not a strategy. I lived on the other end of those calls and voicemails for more than 25 years. If customers need you, want to learn more about your offerings and are interested in connecting with you, they would.

Stand out by staying out of their voicemail. Send the coolest samples, send them topical, relevant information about how your business helps people just like them, get as many of your customers as possible to tell your story for you, and give them a reason to pick up that phone, or reach out to you.

Apply so they buy!

Using this data, you can strategise to maximise your chances of success. You can also invest some time for human-to-human interaction at industry and networking events where prospects gather.

Invite customers and prospects to join you and use your time together to establish yourself as a thought leader and educator. Bring them to fairs to
see print possibilities they didn’t know existed or host your own show-and-tell.

Try something new, create something unique, and make it about them every step of the way.

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