Quick Printing

AUG 2013

Quick Printing is the only business resource serving the quick and small commercial printing niche in North America. Quick Printing is the authoritative source for business information, emerging technologies, shop profiles and management insight.

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SALES CLINIC stand the requirements?, and Can we win? There are no awards for second place. Every printer should have content prepared to professionally respond to customer inquiries. That includes case studies, capabilities, history, production methodologies, testimonials, and any content that would differentiate the company. This will allow for fast and less stressful responses. Who is responsible? Some opportunities will be large. Assign a point person to assemble the selling proposal. Then ask a few employees to review the contents to avoid mistakes and typos. If you make it to a final cut, decide who will participate in the process. Follow up. Don't just send the response. Follow iSt oc kp ho to/ Th ink sto ck Be prepared. If you fxed it, would you still sell? If the answer is, "No, if it were fxed I wouldn't want to sell," then fx it yourself. © If you decide to respond, go full speed. Put in a maximum effort. The extra 10 percent effort often makes the difference. Also pay special attention to the requested format of the response. There have been instances of a vendor being disqualified because of not adhering to specific formatting requirements. up with the requester to make sure the response satisfies the customer's expectation. A face-to-face meeting to present the proposal is always the best approach. If You Lose, Don't Snooze son to make calls, build relationships, and have a deep knowledge of their accounts. Those printers who upgrade their sales efforts by knowing and influencing customer requirements within RFQs or RFPs can reap large rewards. ◗◗ If the outcome is not positive, take what has been learned and start selling again. Keep everything positive and leave the door open for another sales effort. This information gained and the new relationships within the account can help win the next one. It is true that in some cases the winners are predetermined and the procurement office is just going through an exercise. This is why it is critical for the salesper- Joe Rickard is a training leader and consultant who works with printing and technology companies in the graphic arts to improve their sales and operational effectiveness. He is the founder of Intellective Solutions, a provider of customized sales, operational, and sales management training material and services. Contact him at 845-753-6156, jrickard@intellectives.com or visit MyPRINTResource.com/10164219. For more information, visit MyPRINTResource.com/10008070 w w w. M y P R I N T R e s o u r c e . c o m August 2013 / QUICK PRINTING 31

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