front of them before they go to the Web is a chance to provide valuable, tailored, and customized information that they could not find anywhere else. 3. Attack leads with fury Perhaps the most frustrating behavior of many print organizations is the length of time it takes to respond to a Web or social media inquiry. Customers’ expectations of response time for information requests have closed dramatically. Because buyers will often go to three or four sources on the Web for information, rapid response to a Web inquiry is a requirement to compete. 4. Work to your market strength Specializing in targeted markets and applications is a source of competitive advantage. Customers are drawn to print providers who can demonstrate a deeper understanding and success with a particular solution. It is not easy to find all the details of a complex and industry-focused project or campaign on a website. Possessing a niche market is an advantage to direct sellers. 5. Make each meeting a marketing event We have said this before in previous articles: Never miss an opportunity to be a “smash hit” with every direct face-to-face meeting or phone call. Meetings are difficult to come by these days. Being prepared with an exciting and engaging presentation is an important approach. 6. Work your networks If customers are gaining information through their professional networks before they talk to salespeople, then that is where salespeople need to be. Customers feel comfortable researching solutions with people they know and trust. If you are not networking, you are not selling. A good place to start networking is LinkedIn and Google+. There is no question that customers are in more control of how they buy than ever before. With the availability of more channels of information, it is no wonder that customers are well along in their buying process before they even engage a printing salesperson. It is critical for salespeople to adapt and react to a changing shift in how customers gain information and, ultimately, they make decisions. Joe Rickard is a training leader and consultant dedicated to the graphic communications industry. He and his company, Intellective Solutions (www. intellectives.com), work with printing and technology organizations to improve their sales, marketing, and operational effectiveness. Rickard can be reached at 845 753 6156. Follow him on Twitter @joerickardIS For more information, visit MyPRINTResource.com/10004688 For more information, visit MyPRINTResource.com/10004781 MyPRINTResource.com Quick Printing | April 2015 25
QP_0415
To see the actual publication please follow the link above