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