Sales Clinic Getting Ahead of the New Way of Buying As customers gain more control over the buying process, its even more essential now to get out ahead of the buying cycle. By Joe Rickard The way print is bought has changed forever. In recent times, customers have gained much more control of the buying process for print. For salespeople, this fact is a serious challenge. Getting to potential customers early in the buying process has never been more important. How the Web has Changed Selling Print The cause of this trend is simply that buyers are using the Web and networking with colleagues and peers to research print solutions. In many cases, customers are making up their minds on what they want before they even engage salespeople. The sad fact is that customers do not need salespeople as much anymore. Many customers do not feel they have enough time to speak to a parade of salespeople. Anyone can find a wide variety of videos, blogs, print samples, print education, research, and best practices immediately on the Web. There is plenty of research that confirms that the majority of B2B buyers search on Google, Linkedin, and other digital channels when planning to make a purchase. We are seeing many blind RFPs arrive at printing companies without any prior salesperson contact. In the past, print salespeople controlled much of the information flow that customers needed early in the buying process. We have moved from a lack of information to an abundance of information. To complicate the problem, suppliers of this trend working with many of our clients. The customers feel they are in control of the buying process. There is less need for salespeople to create needs, qualify opportunities, bring new ideas, or build new applications and solutions that would create more selling opportunities. Consequently, the number of total prospects has been reduced. How Great Print Providers Are Responding For commercial printing salespeople, there is good news. Printing sales is a relationship business. Since printing is a repeat business, customers are not just looking for one-time programs and campaigns but long-term relationships. Here are six recommendations based on what we are seeing to avoid the Internet traps and bring added value to customer relationships. 1. Get closer to your customers Selling print is a marathon, not a sprint. Knowing and responding quickly to customer problems and opportunities consistently over time builds deeper relationships. The less they love you and know you, the more likely they will move on. Customers need and want trusted salespeople to help them solve complex problems. 2. Get ahead of the Web Relentlessly engaging leaders within your accounts with new ideas is paramount. New buyers and influencers are constantly changing in both small and large accounts. Therefore, getting in other forms of media, such as digital marketing, do a better job positioning their solutions on the Internet than most print providers do. What Does The Change In The Print Buying Behavior Mean for Salespeople? If salespeople are not providing the information required for customers to make good decisions early in the sales process, it minimizes the opportunity for customers to hear about the new ideas and products. Consequently, salespeople must adapt. §§Many customers have perceptions and even requirements firmly in place before they talk to a print salesperson Dealing with customers who have already made much of their decision about what they want and want to pay creates a serious dilemma for the salesperson. It is very difficult to change specifications or make recommendations on a project or campaign when requirements are already set. §§More people within accounts are involved in making decisions The greater availability of information to more people within organizations has added to the decision process. In many organizations, there are no professional print buyers available to guide print decisions. Younger customers are very comfortable using the Web and talking to more stakeholders to educate themselves without the aid of a salesperson. §§There are less prospects within the order cycle. We have seen 24 Quick Printing | April 2015 MyPRINTResource.com
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