DIGITAL ORIGINAL
(continued from page 25)
is giving you what they say is a readyto-print file, there is still a proofing procedure required. Printers should always
return a proof for the customer's approval. Just assuming the file is correct because
it is in a digital format can lead to costly
mistakes and reprints.
Reap the Benefits
Printers who require their customers
to adhere to these simple standards have
fewer problems and, typically, higher
SALES CLINIC
(continued from page 27)
with a plan. Setting aside specific times to
phone and email prospects is crucial to
generating new prospects.
5. Put away the canned phone scripts
Salespeople have only about 10 seconds
to get the interest of targets. To do so, it is
imperative to stay away from any industry jargon. References to presses, imaging
processes, workflows, substrates, or file
formats should be avoided.
Phone prospecting is 50 percent process, organization, and planning. The
other 50 percent is skill. The more you do,
the better the skill develops. Prospecting
profits in their prepress departments.
Those who don't usually see profits suffer
as the staff works on jobs for free.
Does not having standards cost you
money? A quick way to check is to divide
the total sales for the department by the
total number of hours worked by the
prepress staff. How much were they selling per hour? Did it match or exceed the
amount used as an hourly rate to calculate selling price? Are you paying more in
wages then you are billing in the department? If so, you are losing money.
The right selling price with the right
calls need to sound natural and conversational. Practice until you do not need
notes or scripts. Customers hate canned
and irrelevant sales pitches.
Persistence is Required
A common mistake for many printing
salespeople is they never call potential
prospects more than once. A customer's
receptivity for new ideas is not consistent
over time.
Many successful salespeople develop
a cadence for prospecting. For instance,
they may send an email or direct mail
piece first to create curiosity and interest,
and then call on the phone a few times
until they get through.
For more information, visit MyPRINTResource.com/10004688
28
QUICK PRINTING / October 2013
customer instructions can do wonders
for increasing profits and eliminating
production problems in the prepress
department. Educating the customer is
an investment that will save both of you
money and time in the future. ◗◗
John Giles is a consultant and technology
director for CPrint International. He is the
author of "12 Secrets for Digital Success"
and "The DTP PriceList". He can be reached
at 954-224-1942 or john@cprint.org. Order
John's books from Crouser & Associates
(MyPRINTResource.com/10004688).
If the client will not respond and agree
to a conversation after five attempts, it
is time to move on. If you are still convinced this is a good prospect, put the
contact name in your file to follow up in
a defined period of time.
No matter what the approach, consistently prospecting is the only way to
ensure long term success in selling. ◗◗
Joe Rickard is a training leader and 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/10004781
w w w. M y P R I N T R e s o u r c e . c o m