Pitch Pointers
Dec 1, 2007 12:00 PM, By Margie Dana
It's not easy selling print. Sales reps have more competition than ever before, and getting invited to meet you, a prospect, face to face, often is the result of months of dogging you by phone or e-mail. Once a rep makes it to your office, it triggers what I like to think of as a “pas de deux”; that is, a dance for two.
Typically, the sales rep takes the lead in these meetings. He or she is ready to promise you the moon and more for your printing business. Phrases like, “We can do that!”, “Absolutely, [fill in the blank] is our specialty!” and “We're much more than a vendor — we're your partner!” pepper the conversation.
Such trite sales promises run rampant throughout this industry. As a prospective customer, you need to lead, not follow. Steer the rep into a different kind of conversation altogether — one that gives you the critical information you need to know whether this printer is a good fit or not.
Take the lead
You want to believe the sales rep, yet you've heard all of these promises before. What's crucial is determining if and how this company is different from the others. (They can't all be the cheapest, fastest and highest-quality printers on Earth. Can they?)
Be careful not to show your cards too soon and blurt out your wish list of the ideal printing company. If you do, be prepared for the rep's eyes to light up as he or she assures you this printer can “do it all.”
Buyers (especially seasoned ones) are cynical as they interview new reps. They wonder things like, “Is this individual experienced enough for me? Does he or she have enough clout back at the plant to get my projects done on time? Will he or she be easy to reach, straight with me and forward thinking?”
As you watch the rep trying to impress you with hand-picked samples, form your own list of questions, waiting for the perfect opportunity to pose them.
You're wondering what makes this firm so special, and the rep is wondering how long it will take for you to give it that first job.
It's tricky. On the one hand, we want the sales rep to reflect our values and address our personal and professional concerns in this first encounter. On the other, we don't want to show our hand by blurting out our expectations too soon.
Sales reps should listen more than they talk, but as a prospective customer, you need to be somewhat careful that you're not wearing your heart on your sleeve during the meeting. Because competition among printers is excessive, the rep sitting across from you will agree to everything you say you want and expect from a printer.
What's the solution? Prepare for this meeting. Have a list of key questions. Maximize the meeting, which should take no longer than 30 minutes.
Hopefully, the rep will have done his or her due diligence before you meet. The rep will know about your company, your industry and the types of printed materials you typically need.
Here are 10 key topics I'd try to cover with a sales rep in that first meeting:
- How long have you been selling print? Tell me about your background. Where have you worked before? How long have you been with this firm?
- What are your firm's specialties?
- What are your own professional strengths?
- Does your firm primarily serve certain industries? What types of materials do you produce for them?
- What run lengths would you say are the best fit for your presses?
- What do you typically outsource?
- How do you keep up with technology in this industry?
- Tell me about a recent challenging project you've had to produce.
- Tell me about your customer service rep (CSR).
- Can I get the contact information for a few of your current customers?
Listen well. You want to work with a company that has experience in your industry and with the types of projects your produce. Look for a sales rep who speaks highly of the CSR. Finally, do you feel you can work with this rep regularly? It might be the start of a long relationship. Pick your dance partner carefully.
Contact Dana at mdana@printbuyersinternational.com.
